The PAM or CAM needs to be both likeable and respected by partners. Fundamental to gaining partner respect is empowering partners with access to the tools, data and insight they need, to win more business. Embarking on a business planning meeting or a quarterly review is utterly meaningless without knowing how much business they have done with you this year or last year, all broken down by product line. In addition to knowing who is product certified, or who’s training has lapsed.