Market Development Funds Program Set Up Guide

Set Up your Co-op Market Development Funds Program

How to Optimize your Market Development Funds Program Performance.

Today we are going to jump into the systematic instructions as to what a comprehensive Channel Market Development Funds Program template should look like. Partners will be able to use your Market Development Funds program guide not just as a point-of-reference, but also as a means to optimize MDF performance effectively and efficiently.

*This Market Development Funds program guide is a hypothetical example of what your template might look like. It is intended as an informative illustration, and should not be used verbatim.

Table of Contents

Introduction and Welcome

Why ABC company? 

Initiative-Based MDF Program Overview Introduction

Market Development Funds Program Description

Market Development Funds Program at a Glance 

‘How to Qualify,’ Proof-of-Performance and Reimbursement

Introduction and Welcome

Your Market Development Funds program guide should begin with a very short and personal letter from C-level introducing your commitment to partners’ success, and to get them excited to join the Market Development Funds opportunity:

ABC Company is very excited about our newest MDF Partner Program, which is designed to help you differentiate yourself from competitors and take advantage out of every transaction opportunity. We value our relationship with your business and therefore want to accelerate your success to the next level….

This opening introduction should focus on ‘proving your value’ as a vendor to partners and reconcile how the program opens the door to tangible opportunities, rewards and long-lasting relationships.

Why ACB Company?

As a market leader in SMB on-demand collaboration, we have helped 5000 businesses around the world connect with their clients to create the most versatile, personal live demonstration meetings on the market today. On-demand collaboration is projected to grow at a 24% compound growth rate (CAGR) through 2017 reaching a market size of 15.6B by 2018.

Channel-Centric Focused

ABC Company has recently undergone a transformative go-to-market strategy that now focuses on supporting partners through our hands-on channel teams. We strive to be there every step of the way for our channel partners—from monitoring channel conflict to developing tailored co-marketing initiatives—ABC Company’s channel-first strategy is built to help you win more deals efficiently.

Brand Awareness

By partnering with ABC Company, you now join one of the recognized names in on-demand collaboration. Our award-winning, state-of-the-art on-air applications are universally known for their diverse functionality and ease of use.

Broad Range Solutions

Our extensive product line and expanding pipeline make finding the right applications for your clients easy and affordable. All of our applications can be seamlessly bundled with your line of products, services, and solutions.

Easy to sell

ABC Company provides its partners with a Partner Portal web-based system that gives you all the resources, tools and up-to-date information you need to easily integrate our product into your solution. With low-entry costs and minimal training, ABC Company makes it simple to join our Market Development Funds program, start selling and achieve the highest level of results.

This is your chance to justify your value as a channel partner and give analytical evidence to support ‘why now is the time’ to jump onboard.

Initiative-Based Market Development Funds Program (MDF)

Overview

ABC Company has designed a formal initiative-based Market Development Funds program to support interested partners to successfully develop their marketing abilities and end-customer rapport. ABC Company’s initiative-based Market Development Funds aims to give our valuable partner-base the tools, funds, and resources required to help drive awareness and demand for ABC Company-based products.

This portion of your Market Development Funds guide explains how partners can access, use, and claim MDF to secure new business opportunities and accelerate revenue.

Market Development Funds Program Description

ABC Company will offer its Silver, Gold and Platinum partners the opportunity to acquire market development funds only after submitting an official request form via ABC Company’s Partner Portal.

Provide a ‘360-degree’ view of your Market Development Funds, so there is no ambiguity that might otherwise lead to disputes and frustrated partners.

Market Development Funds Program at a Glance

Element 
Description
 % MDF Contribution  e.g., ABC Company’s contribution to the funding of each pre-approved activity is up to 45% (percentage of the contribution MDF breakdown)
MDF Requests Each Market Development Funds request must be approved by ABC Company before partner incurs any expenses.
Requests must be made 10 business days before the activity is requested; to ensure max. effectiveness, partners are required to work with CAM and/or marketing associate to plan initiatives in the quarter that follows the funding.
Eligible Activities See the list of possible activities in your Eligible Activities.

Reimbursement & Proof-of-Performance section in your Partner Portal.

*if a participant wishes to initiate an activity not listed, this matter should be addressed with your appointed CAM.

 Creative Guidelines All Market Development Funds program participants must adhere to ABC Company’s brand guidelines, which can be found in your Partner Portal account under ‘Marketing Creative Guidelines’
Reimbursement and Proof-of-Performance Qualifying activities must be incurred during the quarter that the Market Development Funds are allocated and the related discount request must be submitted using the official ‘MDF Reimbursement Claim’ form in your Partner Portal account and submitted 10 days prior to the activity’s completion.
 Audit Each claim is subject to review and audit and is based according to ABC Company’s parameters contained herein.
Admin. & MGMT. All Market Development Funds activities are administered and managed by ABC Company.

‘How to Qualify,’ Proof-of-Performance and Reimbursement

The ABC Company Market Development Funds program opportunity is designed to support partners’ demand generation efforts. The table (below) outlines at a high-tier the types of activities eligible for MDF support, the associated Proof of Performance, and the specific metrics that are used to measure projected results. Partners are asked to submit the expected ROI that the MDF activity spend will generate.

Activity Type
Reimbursable Expenses
Proof-of-Performance/Cost
 Advertising
  •  TV
  • Podcast
  • Radio
  • Editorial coverage/PR
  • Guerilla marketing
  • Date(s) of activity
  • Itemized invoice(s)
 Digital Signage
  • Production costs
  • Design
  • Client(s) name
  • Photo of signage
  • ABC Company logo
  • Itemized invoice(s)
 Co-branded Merchandise Promo items (i.e., t-shirts, stickers, pens, hats, water bottles, etc.), which includes partner and ABC Company logo
  • Description of merch.
  • Number of pieces ordered
  • Outline of usage for POS
  • Itemized invoice(s)
 Digital Marketing
  • Web-based advertising, electronic banner ad
  • Electronic flyers or web-content which  features ABC Company products or solutions
  •  Date(s) of activity
  • Website address for the web-content or example of e-advertising
  • Itemized invoices
 Email Marketing  Email copywriting and design creation
  •  Copy of the email
  • Email send date
  • Target audience
  • Distribution size
  • Call-to-action
  • Client name
  •  Itemized invoice
 Direct Sales/Telemarketing Telemarketing call campaigns for lead  generation direct mail or e-mail  marketing campaign follow-ups
  •  Number of phone calls made
  • Date of call-campaign
  • Itemized Invoice
 Customer Seminars Partner-hosted activities to educate prospects and customers about Carbonite products and solutions either on site or off site

  • Event location
  • Food and drinks
  • AV equipment
  •  Date(s) of activity
  • Description of event including ABC Company involvement
  • Copy of presentation or agenda
  • Copy of invitation
  • Target audience and number of participants
  • Itemized invoices (from suppliers)

Computer Market Research’s Co-op/MDF module standardizes and streamlines all the program processes to facilitate a successful incentive. Register basic information, share business practices, create sales and marketing programs, audit and manage distributor claims, and more.

In turn, vendors are able to quickly add partners and communicate to forge relationships that contribute to opportunities that are more profitable, while developing stronger partner loyalty and mindshare as well as higher productivity, lower labor costs and elimination of overpayments on accounts payable.

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