In this first article of a two part series, ZS Principal John DeSarbo and Semdrive Executive Vice President of Sales Darren Yetzer look at changes in IT buyer behavior and the need for vendors to modify their strategies accordingly. "Three Steps To Ensure Your MDF Allocation Drives Growth in 2015” was originally published by Channel Marketer Report on November 11, 2014.
Customers increasingly look to online resources to help guide their IT purchase decisions. They research online, utilize social channels and avoid speaking with sales representatives until they are ready to buy. With such fundamental changes in how technology is evaluated and purchased, high-tech vendors must rethink how they leverage their market development funds (MDFs) to help channel partners build and strengthen digital marketing expertise and capabilities.
A one-size-fits-all approach to MDF allocation won’t be effective in today’s digital marketplace. Vendors should take three steps to optimize their MDF investment in 2015:
- Assess your partners’ digital marketing capabilities
- Segment your partners based on capabilities and overall growth potential
- Optimally allocate MDFs and provide tailored support to given needs
Read the complete article for details about how these steps toward strategic channel marketing will enable better MDF management, allow vendors to optimize their investments and achieve growth and channel loyalty.