Almost every company has a CRM system and for some, CRM has become their most strategically important software system and data repository. CRM is often seen as the solution to every sales and marketing challenge – even indirect channel ecosystem management. But the “C” in CRM stands for “Customer” not “Channel”. So before attempting to misuse your CRM system to drive collaboration with your indirect channel ecosystem, take a few moments to read this enlightening whitepaper to better understand the nature of and rationale for ecosystem collaboration and learn why you should invest in purpose-built technology to complement and co-exist with CRM.

1. Collaborate beyond the enterprise
Whitepaper from Relayware
Demand-Side Ecosystem Collaboration and the
Case for Purpose-Built Technology

2. Contents
Demand-Side Ecosystem Collaboration and the Case for Purpose-Built Technology 3
The Business Issue
Ecosystem Collaboration: What is It?
Ecosystem Collaboration: The Components
The Benefits of Ecosystem Collaboration Versus CRM and PRM
Consequences of Misuse of Technology
Summary: CRM and Ecosystem / External Collaboration System Co-existence

3. Demand-Side Ecosystem Collaboration and
the Case for Purpose-Built Technology
The Business Issue

4. Ecosystem Collaboration: What is It?
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Ecosystem Collaboration: The Components
1. Operational Collaboration
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6. 1. Sales Collaboration
2. Marketing Collaboration
3. Collaborative and Cooperative Learning

7. 4. Service and Support Collaboration
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2. Community Collaboration

8. 3. Multi-Channel Collaborative Communication
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4. Analytical Collaboration
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5. Cultural Collaboration
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The Benefits of Ecosystem Collaboration Versus
CRM and PRM
Selection and Segmentation

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Recruitment and On-boarding

12. Training and Enablement

13. Motivation and Incentivization
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Sales, Marketing, Service and Support Collaboration

15. Performance Management and Optimization
Consequences of Misuse of Technology

16. Summary: CRM and Ecosystem / External
Collaboration System Co-existence

17. Collaborate Beyond the Enterprise