What is PRM.... today?

I was very interested to learn the page for Partner Relationship Management on Wikipedia has been deleted. PRM is a widely understood concept and certainly there should be consensus on a definition... shouldn't there be? It appears from the page deletion notes, there is not. In this case there is not enough referable information, general ambiguity or plain old shameless promotion by a company or product... (I wish I thought of that). The reality is there is no singular definition for the concept of PRM. It really comes down to the processes a company would like to streamline or automated with its channel to develop a culture of Partner Relationship Management. If your channel(s) consist agents, distributors, VAR's / resellers and you would like to automate leads, registrations, quotes, orders, order status and field service up and down, this 'definition' of PRM will cost a lot, both in dollars and time. If on the other hand, you would like to start tomorrow with better customer information, field intelligence, opportunity tracking and collaboration with agents (your front line sales force) starting off with a hosted, next generation platform like RepConcert is an extremely cost effective way to start developing and streamlining your sales processes. (shameless promotion by a company or product) Your company's culture and processes will not change over night, don't spend a million bucks and hope it will. Work on your processes, with your players to develop the culture of Partner Relationship Management.