In Search Of ROI For Market Development Funds

Channel teams are consistently asked to prove the return on their investment in market development funds (MDF) but face challenges in data availability and reliability that can prevent clear insight. The pervasive lack of visibility into partners’ systems of engagement for buyers and customers means suppliers are often left guessing about the outcomes of partner marketing activities funded by MDF. Channel leaders should frame MDF efficiency measurement to stakeholders as a multiphase journey of incremental measurement improvement and a component of partner engagement.