Innovation in marketing and services in a context of digital transformation: Partner Relationship Management (PRM) at Salto Wecosystem

  • Iñigo Calvo-Sotomayor
  • Esteban Salegi Arbizu* Salengoa y Deusto Business School, País Vasco
  • Iker Pérez Gastañaga Salto Systems, País Vasco
DOI: https://doi.org/10.18543/bee.3418
Keywords: Partner Relationship Management, Digital Service Innovation (DSI), Marketing Innovation, Partner ecosystem

Abstract

This manuscript presents Partner Relationship Management (PRM) and identifies strategies that help overcome the challenges and barriers associated with its development. To this end, Salto Wecosystem and its ecosystem of distribution partners are presented as a relevant case study for advancing understanding of this concept and as a best practice for other organisations. In terms of the method used, existing literature on the subject was analysed, secondary sources were used, and finally, primary information was obtained from several of its protagonists. Among the main findings are: (1) the key role of partners as drivers of continued growth; (2) their ability to adapt to each vertical, market and customer; (3) the appropriate selection of partners and influencers in each market to gain agility; (4) effective coordination between KAMs and local partners to facilitate the sales process; (5) the value of digital platforms to strengthen relationships, obtain structured data and standardise processes; and (6) the need for continuous innovation in marketing and services to differentiate and accelerate growth.

Author Biographies

Esteban Salegi Arbizu*, Salengoa y Deusto Business School, País Vasco

He is currently a partner and board member of Salengoa. He is also board member of different companies such as, Salto Systems, Orden en Casa and Baztango and member of the Board of Trustees of the Salto Foundation and member of the Advisory Board of Bankoa Abanca. Since 2008, he has been a collaborating lecturer in the Marketing area at Deusto Business School (University of Deusto) in undergraduate and postgraduate programs in sales management, B2B and B2C marketing, distribution channels and international logistics, in Basque, Spanish and English. He holds a degree in Economics and Business Administration from the University of Deusto (ESTE, San Sebastián Campus), including an Erasmus programme in the United Kingdom, and executive education through the Managing for the Future Program at The Wharton School, University of Pennsylvania. He has extensive profesional experience in general management, marketing, business development and corporate integration, mainly in the logistics, distribution and retail sectors. He has held senior management positions at Transportes Guipuzcoana, Guipuzcoana Euro Express and DHL Iberia, serving as Marketing and Sales Director, Corporate Integration Director and Division General Manager during DHL’s merger process in Iberia. He has been a member of boards of directors and advisory boards of several companies, including Guipuzcoana, Restaura, Hanbel and Bankoa Crédit Agricole.

Iker Pérez Gastañaga, Salto Systems, País Vasco

Channel Enablement and Analytics Specialist in the Marketing Department at Salto Systems; managing the PRM platform and leading optimization and analytics projects to enhance partner collaboration. Double degree in Business Administration and Management and Computer Engineering from the University of Deusto (San Sebastián campus, 2025). Iker developed his Business Administration Final Degree Project focused on the feasibility plan for a real hotel project, which was awarded the Sebastián Iruretagoyena Prize for the best ADE Final Degree Project. His Computer Engineering Final Degree Project focused on the implementation of the Impartner platform at Salto Systems for partner relationship management (PRM).

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Published
2026-02-27
How to Cite
Calvo-Sotomayor, Iñigo, Esteban Salegi Arbizu*, and Iker Pérez Gastañaga. 2026. “Innovation in Marketing and Services in a Context of Digital Transformation: Partner Relationship Management (PRM) at Salto Wecosystem”. Bulletin of Economic Studies 80 (236), 259-76. https://doi.org/10.18543/bee.3418.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Articles

Copyright (c) 2026 Deusto Business Alumni

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