When we meet with vendor channel marketing managers who are responsible for MDF or COOP funds three common themes emerge:
1. Partners don’t apply for funds.
Partners don’t apply for the marketing funds they’ve accrued, or they’re entitled to. Prodding from CAMs, content-rich portals and ‘do-it-yourself’ campaigns-in-a-box make little difference.
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.
It can be a constant challenge for vendors to use their marketing development fund (MDF) effectively. Ideally, partners who are eligible for MDF allocations apply for funds of their own volition in a timely manner and use them efficiently and effectively to build pipeline and increase sales for the quarter. The reality is that partners often leave MDF on the table.
When I speak to vendor channel marketing managers a common theme typically comes up. It’s the fact that many resellers don’t apply for their eligible MDF.
Usually the same conversation comes up. “Partner X has accrued marketing funds, or is eligible for marketing support, but we just can’t get them to apply.”
This issue is often accompanied by additional concerns.