As is happening in other software categories, AI is expected to have significant impacts in 2024 within the partner relationships management (PRM) space, amplifying its efforts to automate partner management processes and deliver a more efficient, effective and personalized partner experience. Proponents see the technology evolving beyond its current use of automating tasks into playing a pivotal role in re-shaping how companies interact and manage their channels. Consider, for example, check-ins and updates that can help boost revenue without a human touch, said Kris Blackmon, head of channel communities at Zift Solutions and member of the CompTIA SaaS Ecosystem Advisory Council. “Channel chiefs will use AI to tier partners based on alignment, scope and reach and combine it with automation to personalize to-partner communications while also empowering partners to personalize vendor content for more effective outreach to prospects.” Already, we’re seeing such activity within the communications and business IT channels. Following in the footsteps of technology solutions distributors (TSDs) that have made efforts to automate and streamline their partner experiences, both Clarus Communications and AppDirect have announced AI-enhanced partner tools, both of which are expected to ramp up in the second quarter of this year. Clarus Communications, for its part, took a leap forward in the way its partners obtain quotes for telecom, internet and fiber services with the introduction of an AI-powered assistant named Charlie. All too often, explained executives at the TSD, agents spend significant time navigating various platforms and carrier systems in order to get accurate quotes for their clients. With Charlie, this oncecumbersome process is simplified to a few clicks, providing the ability to instantly access quotes for business technology and telecom services at any location across the country. “Whether a partner is working with a client in bustling New York City or a remote town in Wyoming, Charlie can quickly retrieve quotes tailored to the specific location’s telecom infrastructure,” said the company. Soon gone are the days of waiting for carrier representatives to send over pricing details. Charlie connects directly to carrier databases and provides real-time pricing information, ensuring partners always have quick access to the most up-to-date rates and plans. In addition to quotes, Charlie connects partners to order tracking, commission rates, incentive information, serviceability checks and more. It also offers personalized recommendations based By Martin Vilaboy AI officially enters PRM and the sub-agent experience Partnering Smarter 20 THE CHANNEL MANAGER’S PLAYBOOK
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