Insight

The Future of MDF:

It’s time to change.

There is a problem in today’s channel: MDF.

In truth, it’s been going on for many years – and it seems to be getting worse – causing an ever-increasing, clear disconnect between vendor organisation partner strategies, and the needs of partners themselves. What works for one partner won’t necessarily work for the next, and so blanket, one-size-fits-all approaches are becoming increasingly outdated and irrelevant.

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The sad and somewhat frustrating reality is that as much as 60% of available MDF remains untouched every quarter and much of the reason for this seems to be a lack of confidence in, resources and support for, knowledge of marketing, the unnecessary compilation of process or in some cases a lack of awareness that funding even exists! By applying basic mathematics to two conversations we have had in the past 12 months, we estimate that over £1billion of revenue is being missed because of unapplied for (and wasted) MDF.

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