The PRM, a innovating marketing
PRM, « Prospect Relationship Management », consists in defining a relational process of management of the prospects inspired by the practices of management of the customer relation.
The idea is that a portfolio of identified prospects is a capital to be managed and valued in the same way as the client portfolio.
Internet and digital channels are generally favored channels for PRM because contact costs are reduced and it is possible to collect a large amount of information about prospects, in particular through a DMP (Data Management Platform) Many programs or campaigns are as much a CRM logic as Prospect Relationship Management. This is the case, for example, with newsletter campaigns or social media campaigns, which often target prospects and customers alike.