The channel's ability to build and maintain strong relationships is perhaps its greatest strength. It's also becoming an important aspect of successful partners' business.

We often hear from partners who say simply selling stuff is no longer enough to ensure success in the channel. Partners need to become advisors and service providers. They need to be able to predict customers' needs and prove themselves as "trusted advisors."

That means the way partners track and maintain customer relationships has to change, too. In a recent whitepaper, Compare Business Products says customer relationship management (CRM) needs to evolve, and businesses that use CRM systems are the ones that can spur this evolution.

Here are five ways CRM systems can change, can be used more effectively and can prove their value throughout the organization, according to Compare Business Products: