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one partner won’t necessarily work for the next, and so blanket, one-size-fits-all approaches are becoming increasingly outdated and irrelevant.

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.

‘But wait!’ we hear some of you cry. ‘We’ve been running MDF initiatives with our partners for years! No one’s ever complained about it or asked us to change things – and everyone knows what it is.’ Sorry – not true.

In this revealing, original paper, Purechannels review the situation and propose a valid consideration for the Future of MDF, which will change the future of partner funding and the results it achieves – for everyone.