BRM is a strategic tool or business software focused on the commercial process of collaboration between an organization and its existing customers or intermediaries.
BRM is different from PRM (Partner Relationship Management), the latter is a partner software that is focused on providing sales partners with the right content and marketing materials. It helps to create clear objectives and activities (OKR) for both parties working towards a joint strategic collaboration for their sales plan and sales strategy. It can also be used to aggregate and centralize relevant data from other tools and systems (BI, CRM, ERP etc) to prevent the overload of data for the account managers.
In contrast, PRM software sends your marketing material to your channels, agents, resellers, brokers and partners. It makes it easy to collaborate with indirect sales partners like independent software vendors (ISVs), value-added resellers (VARs), consultants, retailers, original equipment manufacturers (OEMs) among many others. It also keeps track of their performance and stores store up to date information.