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How Panasonic Connect Europe brought 1,300+ partners across four business units onto one Unifyr portal, then built a PRM Center of Excellence on top of it.
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Panasonic Connect Europe, the European B2B arm of the Panasonic Group, runs a program with more than 1,300 registered partners on the Unifyr platform. Combining four distinct Panasonic business units, the Unifyr platform integrates with Panasonic's CRM and global PIM/DAM systems and gives partners a single portal to log into. Now, after more than five years of partnership, Panasonic Connect Europe has launched its own PRM Center of Excellence, helping other companies as they launch and grow their own programs.
The ask
Before Unifyr, Panasonic Connect Europe handled everything in-house. Each division worked from its own portals and systems, held together by a number of fragmented applications. Central management was hard to apply, data was not integrated across groups and locations, and partners felt it too: instead of one portal, they had to navigate multiple tools with different workflows.
A global initiative in late 2019 set out to replace all of that with one platform. It had to integrate with the CRM, the global PIM/DAM system, and various third-party software, support flexible partner journeys across every European market, and make onboarding new users simple.
The impact
- 1,300+ registered partners enabled, incentivized, and supported from a single portal
- 16.4% average growth rate in new partner registrations
- 44% more activity from TOUGHBOOK partners, alongside a 17.7% average increase in new TOUGHBOOK partners between 2023 and 2025
- Four business units on one platform, each using the features most relevant to them, from collateral and marketing automation to social syndication and certifications
- Nearly all activities measurable, so channel funds go where they produce results
- A PRM Center of Excellence, based in Germany, offering implementation and portal management services to other Panasonic units and external customers
The solution
How did Panasonic Connect Europe consolidate four divisions onto one integrated partner journey, and then turn that experience into a service it offers to others? Download the full case study for the selection criteria, the CRM and PIM/DAM integrations, the TOUGHBOOK program results, and how the two companies now deliver PRM transformations together.
“With Unifyr, we believe we have found a partner that will go with us on this journey, not only with their offering and technologies, but also with their advisors and out-of-the-box thinking, and the level of support we can only find in long-lasting and trusting relationships.”
— Frank Nijholt, European Manager Channel, Panasonic Connect