Eve Maler, Principal Engineer, Sun Microsystems
VRM, or Vendor Relationship Management, is the reciprocal of CRM or Customer Relationship Management. VRM describes a set of tools, technologies and services that help individuas and organizations manage relationships with vendors. In turn, vendors who align themselves to these tools, technologies and services will have the opportunity to build better relationships with their customers.
The goal of VRM is to improve the relationship between the demand-side and the supply-side of markets by providing new and better ways for the former to relate to the latter. In a larger sense, VRM has the potential to improve markets and their mechanisms by equipping customers to be independent leaders and not just captive followers in their relationships with vendors and other parties on the supply side of the marketplace.
Vendor Relationship Management is partly an outgrowth of the consumer identity and privacy areas, and partly a vision for much more. Eve Maler is a Principal Engineer at Sun Microsystems and an active contributor of SAML, the Liberty Alliance, and other identity management standards.