CRM and PRM are both strategies delivered and implemented in a business's management through software tools for sales process automatization. CRM is appropriate for companies which make direct sales, while PRM is used by companies which rely more on partner channels for reaching the end consumer.
The future of CRM is in finding the best ways to reach your new customers, which means social media and mobile apps.
CRM - http://www.webcrm.com/uk/
PRM - http://www.logicbay.com/