For decades, Market Development Funds (MDF) have been one of the primary ways technology vendors invest in their channel partners. Yet despite the billions of dollars spent each year, many vendors struggle to demonstrate a clear return on that investment. In this thought-provoking article, Jay McBain challenges some long-held assumptions about MDF and explores why many traditional approaches are no longer delivering the results they once did.
Rather than simply criticising the current model, McBain examines the structural changes taking place in the buying journey and how they are affecting the effectiveness of channel marketing investments. He raises important questions about attribution, partner engagement, and the growing gap between where vendors spend their marketing dollars and how customers actually make purchasing decisions.
Read Full Article HERE
