B2B2C

B2B2C is a business model where a company sells through business partners who then serve end consumers — creating a two-layer relationship that most standard CRM systems struggle to handle cleanly. A manufacturer selling through distributors to retail consumers, or a SaaS platform selling through resellers to SMB end users, both operate in a B2B2C model. CRM systems supporting this model must track both the partner relationship and, in some cases, end-customer data — requiring partner portal capabilities, downstream visibility, and revenue attribution logic that separates partner-sourced from direct business. B2B2C complexity is often a trigger for adopting dedicated PRM software alongside a core CRM.