Build vs Buy: The Partner System Decision

Many companies start their Partner Journey believing they can build their own Partner Portal, PRM, or co-selling system from scratch. They have the talent, the engineering resources, and the vision to create something perfectly tailored to their needs.

But here’s the truth: most of those internal builds fail.

They either never get fully launched, fail to scale, or become so expensive to maintain that they’re quietly replaced or abandoned. Meanwhile, the Partner team suffers from a lack of tools, the Partner experience remains poor, and leadership wonders why the ecosystem isn’t delivering results.

So what’s the right choice? Build or Buy?

Let’s explore both options.

Option 1: Building a Partner System

Some companies choose to build their own PRM or Partner Portal internally, often on top of their existing tech stack (like Salesforce or HubSpot) or using custom development.

✅ Pros of Building:

• Enables complete ownership of intellectual property and data

• Fully customizable to unique processes and brand

• Integrated exactly how you want with internal systems

• Owned internally, with no third-party dependency

• Perceived as more cost-effective if you already have dev resources

❌ Cons of Building:

• Requires significant time and effort to scope, build, and maintain

• High opportunity cost for engineering teams

• Often lacks critical Partner-facing features like deal reg, training, or MDF workflows

• Difficult to keep up with evolving Partner needs and use cases

• Harder to scale and support over time

Option 2: Buying a Partner System

Buying a PRM, Partner Portal, or Ecosystem Platform means using an existing solution built specifically to support Partner operations and scale.

✅ Pros of Buying:

• Proven technology built on years of industry experience

• Faster time to value with out-of-the-box capabilities

• Actively maintained and upgraded by a vendor

• Includes best practices and use cases from other Partner-led companies

• Typically more affordable in the long run when you factor in maintenance and scale

❌ Cons of Buying:

• Vendor roadmap may not align perfectly with your priorities

• Limited control over feature release timelines

• May require adapting some internal processes

• Integration with internal systems may take time

• Licensing and subscription costs can feel high at first glance

So... What Should You Do?

The answer depends on your Partner Ecosystem Maturity.

• If you’re early stage 🚀 and still figuring out how partners will fit into your motion, you might not need a PRM just yet. But avoid building something prematurely. Start with lightweight tools, spreadsheets, or forms.

  
  

• If you’re scaling your program 📈 and managing multiple Partners, deals, or onboarding workflows, buying a solution built for this purpose is the smarter move. You’ll save time, reduce friction, and accelerate results.

  
  

• If you’re a large company 🏢 with a mature Partner org and a specialized tech team, building a custom layer on top of an existing platform can work. But even then, you’re better off using a proven foundation rather than reinventing the wheel.

Most companies regret building their own Partner systems. Focus your time on building your ecosystem, not the tools to manage it. Unless your business is a PRM platform, you probably shouldn’t be building one.