RelayWare has opened a U.S. office to boost sales of its cloud-based Partner Relationship Management (PRM) software.
The 13-year-old UK firm hopes its new Redwood City, Calif., office can expand a customer base that already includes the likes of Sony, Lexmark and Lenovo.
RelayWare CEO Mike Morgan said that while customer relationship management (CRM) is based on campaigns targeting customers, PRM is about "nurturing relationships" with partners and encouraging sales.
Morgan said RelayWare stands out from the likes of Oracle (NASDAQ: ORCL), SAP (NYSE: SAP) and Salesforce.com (NYSE: CRM), which he said were "derived" from CRM products and have less functionality than RelayWare.
RelayWare, he said, offers unique features such as closed loop campaign and marcomms management; integrated training, certification and accreditation; loyalty and incentive management, and license renewal management. The platform also makes communicating with channel partners easier, he said.
Morgan said the company specializes in refocusing loyalty programs away from sales that would have happened anyway and encouraging new sales. "Retargeting loyalty programs is something we're very good at," he said.
The profitable company has more than 20 customers to date, most of which are "very large," but Morgan said its products are well suited for small companies and startups too. And as more than 90 percent of vendors go to market via an indirect sales channel model, the market is potentially very large.
RelayWare has also upgraded its Sales Opportunity Manager, a key module within its PRM platform. The upgrade includes enhanced lead and pipeline management, deal registration and additional support for partner-driven software license renewal management.