Partner Lifecycle Management (PLM) is a strategic approach to managing the entire journey of a partnership from initial recruitment to renewal or upsell. It involves a systematic process of identifying, recruiting, onboarding, enabling, engaging and optimizing partnerships to achieve mutual business objectives.

By effectively managing the partner lifecycle, organizations can maximize the value derived from their partnerships, increase revenue and strengthen their market position. PLM helps to ensure that partners are aligned with the organization's goals, have the necessary resources and support to succeed and are consistently delivering value.