Play: MDF planning
The MDF planning play
How does MDF planning work?
The short answer
MDF planning ties partner marketing money to a pipeline target before it is spent. Agree the activity, the expected pipeline, the proof of performance required, and the claim deadline. Approve against a plan rather than a request. Funds with no pipeline expectation attached behave like a discount.
The steps
How to run it
Start from the pipeline target
Decide what pipeline the activity has to create, then size the funds against it.
Done when Every approved dollar points to an expected pipeline number.
Agree the activity in writing
Name the campaign, event, content or demand generation work, with dates and a partner owner.
Done when The partner can describe the activity without you in the room.
Set proof of performance rules first
Agree what the partner must show to claim: leads, attendance, receipts and follow-up.
Done when The partner knows what to send before they spend anything.
Track claims and deadlines
Late claims and unclaimed funds are early signs the plan was not real.
Done when You see unclaimed funds monthly, not at period end.
Measure what it produced
Report the pipeline and closed revenue each activity created, so the next round is easier to justify.
Done when Each activity has a result recorded next to its cost.
Watch for
Where this play goes wrong
- Approving requests instead of plans.
- Setting proof of performance rules after the money is spent.
- Discovering unspent funds in the last week of the period.
Where PartnerBOT.ai helps
- Pull the MDF plan template and adapt it to your program rules.
- Ask whether a specific request should be approved and what to require in return.
- Generate the summary that shows what the funds produced.
Questions
What channel managers ask about this play
What is the difference between MDF and co-op funds?
MDF is usually allocated up front against a proposed activity. Co-op funds usually accrue as a share of partner revenue and are claimed after the fact. Programs define both differently, so check yours.
How do I stop MDF going unspent?
Plan the activity when funds are allocated, set claim deadlines, and check progress at the monthly partner review.
Should every partner get MDF?
No. Tie it to partners with a business plan and the capacity to run the activity. Funds spread thin rarely produce pipeline.
Cross references
Use with this play
Templates
Next play: Deal registration and channel conflict
Try it on your next partner call
Ask the question you would normally chase down. Pull the template. Build the QBR outline.
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