Eight Foundational Elements of MDF Program Design

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MDF/Co-Op programs are built around eight constructs.

Consider the individuality of each element and how the eight can work together as you design
MDF/Co-Op programs.

Program eligibility

states which channel partners qualify to receive funds.

Best Practices
Provide program availability to all channel partners who demonstrate qualification criteria. The benefits of the program can scale as an individual channel partner grows.

Program eligibility

Program period

is the timespan during which funds must be used before they expire.

Best Practices
Select the correct program period by considering the length of the partner's planning cycle and your desire to focus fund investment during key promotion periods.

Program period

Earning funds

is determined by whether a program is Co-Op-based or MDF-based.

Best Practices
Align your programs with the needs of the industry and the associated channel practices.

How funds are earned

Eligible products

include those that qualify for accrual as well as reimbursement.

Best Practices
Consistent advertising policies across all products ensure your program is easier to administer and more attractive to your partners.

Eligible products

Eligible activities

focus on the sales and marketing activities that mutually drive sales.

Best Practices
Align these activities with the go-to-market strategy for each of your channel partners. Correlate activities with each phase of the buyer's journey.

Eligible activities

Reimbursement percentage

refers to the portion of any activity that is paid or reimbursed by the sponsoring marketer.

Best Practices
Apply lower reimbursement percentages to less desirable activities while applying higher reimbursement rates to more desirable activities.

Reimbursement percentage

Creative requirements

define branding guidelines including use of logo, graphics, and trademarks.

Best Practices
Make creative requirements easy to follow and easily accessible online. Ensure branding guidelines allow subordinate use of your brand. Partners will want to focus on their brand and messaging first.

Creative requirements

Reimbursement method

refers to the form of reimbursement the channel partner will realize.

Best Practices
Whether using a “cash” reimbursement or credit, prompt reimbursement is key to happy partners.

Reimbursement method

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