A Collaborative Business Relationship Management System (CBRM) supports Organisations in forming more effective relationships both internally [between existing units/departments] and externally [with suppliers, partners and customers].

The biggest barrier to collaborations is the lack of engagement. Often, there is limited understanding of processes, business outcomes, information flow, incentives, and performance metrics. This lack of alignment with mutual goals leads to opportunistic tactics to exploit current business situations.

The international standard ISO 44001 addresses this misalignment. It recognizes that modern business models involve multiple relationships that require resources & capabilities across a wide range of industry sectors, cultures and countries to achieve desired results.

In addition, it helps organisations to rethink their contractual strategy/commitment and drive towards contracting solutions of the "collaborative" contract type [formal relational contracts - dealing with the reality of incomplete contracts - economic perspective].