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Program Guides to Help Optimize your Market Development Funds Program Performance Efficiently and Effectively.
In part 1 of this 2-part series on “Co-op MDF Strategies for a Better Partner Engagement,” we addressed the importance of removing complexity from your program guidelines.
In particular, the best practice strategies to ensure a seamless request-approve-validate-reimburse cycle for partners. Now 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.
Table of Contents
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 MDF 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….
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.
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.
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 MDF program, start selling and achieve the highest level of results.
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 MDF aims to give our valuable partner-base the tools, funds, and resources required to help drive awareness and demand for ABC Company-based products.
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.
|% 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 MDF 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 MDF 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 MDF is 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 MDF activities are administered and managed by ABC Company.|
The ABC Company MDF 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|
|Co-branded Merchandise||Promo items (i.e., t-shirts, stickers, pens, hats, water bottles, etc.), which includes partner and ABC Company logo||
|Email Marketing||Email copywriting and design creation||
|Direct Sales/Telemarketing||Telemarketing call campaigns for lead generation direct mail or e-mail marketing campaign follow-ups||
|Customer Seminars||Partner-hosted activities to educate prospects and customers about Carbonite products and solutions either on site or off site
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.