Innovación en marketing y servicios en un contexto de transformación digital: Partner Relationship Management (PRM) en Salto Wecosystem
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2025-12
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Universidad de Deusto = Deustuko Unibertsitatea, Asociación de Licenciados en Ciencias Económicas
Resumen
Este artículo presenta el Partner Relationship Management (PRM) e identifica estrategias que ayudan a superar los retos y barreras asociados a su desarrollo. Para ello, se presenta como caso relevante para avanzar en la comprensión de dicho concepto y como buena práctica para otras organizaciones Salto Wecosystem y su ecosistema de socios distribuidores. En cuanto al método seguido, se ha analizado la literatura existente sobre el tema, se han utilizado fuentes secundarias, y finalmente, información primaria a través de varios de sus protagonistas. Entre los principales hallazgos destacan: (1) el papel clave de los partners como impulsores del crecimiento continuado; (2) su capacidad de adaptación a cada vertical, mercado y cliente; (3) la adecuada selección de partners y prescriptores en cada mercado para ganar agilidad; (4) la coordinación efectiva entre los Key Account Managers (KAMs) y los partners locales para facilitar el proceso comercial; (5) el valor de las plataformas digitales para reforzar relaciones, obtener datos estructurados y estandarizar procesos; y (6) la necesidad de innovar de forma continua en marketing y servicios para diferenciarse y acelerar el crecimiento.
This manuscript presents Partner Relationship Management (PRM) and identifies strategies that help overcome the challenges and barriers associated with its development. To this end, Salto Wecosystem and its ecosystem of distribution partners are presented as a relevant case study for advancing understanding of this concept and as a best practice for other organisations. In terms of the method used, existing literature on the subject was analysed, secondary sources were used, and finally, primary information was obtained from several of its protagonists. Among the main findings are: (1) the key role of partners as drivers of continued growth; (2) their ability to adapt to each vertical, market and customer; (3) the appropriate selection of partners and influencers in each market to gain agility; (4) effective coordination between KAMs and local partners to facilitate the sales process; (5) the value of digital platforms to strengthen relationships, obtain structured data and standardise processes; and (6) the need for continuous innovation in marketing and services to differentiate and accelerate growth.
This manuscript presents Partner Relationship Management (PRM) and identifies strategies that help overcome the challenges and barriers associated with its development. To this end, Salto Wecosystem and its ecosystem of distribution partners are presented as a relevant case study for advancing understanding of this concept and as a best practice for other organisations. In terms of the method used, existing literature on the subject was analysed, secondary sources were used, and finally, primary information was obtained from several of its protagonists. Among the main findings are: (1) the key role of partners as drivers of continued growth; (2) their ability to adapt to each vertical, market and customer; (3) the appropriate selection of partners and influencers in each market to gain agility; (4) effective coordination between KAMs and local partners to facilitate the sales process; (5) the value of digital platforms to strengthen relationships, obtain structured data and standardise processes; and (6) the need for continuous innovation in marketing and services to differentiate and accelerate growth.
Palabras clave
Gestión de relaciones con socios
Innovación en servicios digitales (DSI)
Innovación en marketing
Ecosistema de socios
Partner Relationship Management
Digital Service Innovation (DSI)
Marketing innovation
Partner ecosystem
Innovación en servicios digitales (DSI)
Innovación en marketing
Ecosistema de socios
Partner Relationship Management
Digital Service Innovation (DSI)
Marketing innovation
Partner ecosystem
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Materias
Cita
Salegi Arbizu, E., & Pérez, I. (2025). Innovación en marketing y servicios en un contexto de transformación digital: Partner Relationship Management (PRM) en Salto Wecosystem. Boletín de estudios económicos, 80(236), 259-276. https://doi.org/10.18543/BEE.3418