The Metaphors for Business Relationship Management (BRM) can be helpful ways to think about and describe the BRM role, discipline and organizational capabilities. There are three metaphors we currently use today. They are as follows: BRM as a Connector: The BRM acts as a connector between the Service Provider organization and its Business Partners – forging productive connections between Provider resources and the Business Partner and among Business Partners. There are three primary aspects to the BRM’s role as a connector: Facilitate productive connections and mobilize projects and programs. Stimulate, surface and shape business demand for the Business Partner while increasing the savviness within the Business Partner regarding the Provider’s services and products. Influence the Provider to ensure appropriate supply of services and products, both in terms of quality and capacity. (1) BRM as an Orchestrator: The BRM also acts as an orchestrator between the Provid