Salesforce unveiled new AI, CRM, and Slack sales enhancements tailored for its Partner Relationship Management (PRM) solution. Generative AI for Channel Sales Teams.

The latest generative and predictive AI is now accessible to channel managers, third-party resellers, brokers, and various indirect sellers. Generative AI introduces advanced capabilities to streamline channel management and expedite partner sales. Moreover, the AI seamlessly integrated into the CRM aids channel managers and partners in maintaining focus and alignment on top-priority opportunities. This announcement expands Einstein for Sales directly into the workflows of channel managers and their partners. Einstein Copilot streamlines operations and enables channel managers to focus on scalability by automating administrative tasks and sharing proactive insights on promising leads and opportunities. Furthermore, the integration of Slack AI and PRM for Slack facilitates swift collaboration and data sharing among internal and external partners.

Why it’s significant:

  • 75% of global commerce occurs through third-party channels or indirect sales.
  • 90% of sales professionals acknowledge that intelligent insights significantly reduce closing times.

What’s new:

  • With the addition of new AI, CRM, and Slack capabilities in PRM, channel managers can:
    • Enhance partner communication with comprehensive CRM context and generative AI through Einstein Sales Emails in PRM.
    • Gain insights into account summaries and partner performance with Einstein Copilot, offering complete visibility across partner deals.
    • Access collective knowledge on deals efficiently with Slack AI, facilitating instant conversation summaries and enhanced search capabilities.
    • Foster a collaborative strategy for pipeline growth supported by AI insights using Pipeline Inspection in PRM, providing a unified, real-time view of the pipeline.
    • Guide partners toward the best deals with Lead and Opportunity Scoring in PRM, both at the individual lead and opportunity level and within Pipeline Inspection.

Salesforce perspective:

“New generative AI, data, and automation capabilities in a Slack-first PRM will offer channel sales teams practical tools to enhance partner and internal processes. This will help Salesforce partners and sellers increase collaboration, improve seller productivity on both sides, deepen relationships, and enable growth.” – Ryan Nunez, VP, Industry Solutions

Customer perspective:

“Thanks to Partner Relationship Management, our team can help our partners get up and running faster, and they can automate a lot of what they used to do previously. We’re also excited to see how the AI insights – such as lead scoring – will give our partners clear guidance on what to focus on much faster.” – Hooman Shahidi, Chief Executive Officer and Co-Founder, EVPassport


  • Einstein Copilot is generally available today, and Einstein Sales Emails for Partner Relationship Management will be available on May 14, 2024.
  • AI capabilities for Partner Relationship Management, including scoring and pipeline inspection, are generally available.
  • Slack AI and PRM for Slack are currently generally available.


Any unreleased services or features referenced here are not currently available and may not be delivered on time or at all. Customers should make their purchase decisions based upon features that are currently available.

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