In 2013 and 2014 Outsource Channel Consulting Director, Kit Craig, lead the channel marketing team for IBM’s software business in Australia and New Zealand; a team with an annual MDF budget of around $1M supporting an overall channel business of just over $50M. Kit’s team was one of only three in IBM worldwide to fully utilise its MDF budget every quarter for those two years. While doing so, his team grew IBM’s software channel revenue derived from MDF by 85% in 2013 and 120% in 2014, and was recognised by IBM for leading two of the top three MDF campaigns worldwide.
In this blog he discusses the thorny problems many vendors and channel partners face in utilising vendor marketing development funds.
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Many vendors offer marketing funds to their channel to pay for marketing and lead generation campaigns. Unfortunately, too often these funds go unclaimed.
This is a missed opportunity for the channel who would benefit from the additional funding to grow their business.