When resellers, distributors and OEMs are all looking for better line of sight into future sales, it’s a shame to see the use of Marketing Development Funds, or MDF in decline.
Research firm SiriusDecisions has noted that MDF usage has dropped below 25%. PartnerPath research reported that 15% of vendors say 25% of MDF funds go unused. Only 27% of vendors report that their partners spent all MDF funds. And from our perspective, based on dialogues with channels across North America, we’re hearing about opportunities to optimize partner programs and the need to have better visibility into the pipeline and to more effectively build that pipeline.
Channel sales and marketing teams are highly focused on making the current quarter, and then the next quarter and so on. We’ve seen and participated in some very creative uses of MDF funds.
What are you doing to get out from within the current quarter, and build programs that will strengthen future quarters? MDF funds can help accelerate plans and vendor participation can make the program more effective. Check out the full article here for more ideas.
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