Tech Bytes & Insights

AUTHORS

Brandon_Mills-10924_headshot_small
Brandon Mills
Manager,
ZS Associates
Jason_Bell_11099_headshot.jpg
Jason Bell
Associate Principal,
ZS Associates
John_DeSarbo_thumbnail
John DeSarbo
Principal,
ZS Associates
Kyle_Heller_thumbnail-1
Kyle Heller
Associate Principal,
ZS Associates

Latest Posts

Three Steps To Ensure Your MDF Allocation Drives Growth in 2015

Posted by John DeSarbo on Fri, Jan 23, 2015

iStock_000027555541SmallIn 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:  

  1. Assess your partners’ digital marketing capabilities 
  2. Segment your partners based on capabilities and overall growth potential 
  3. 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.

Topics: channel partners, John DeSarbo, marketing, High Tech, digital marketing, MDF, social

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AUTHORS
Brandon_Mills-10924_headshot_small
Brandon Mills
Manager,
ZS Associates
Jason_Bell_11099_headshot.jpg
Jason Bell
Associate Principal,
ZS Associates
John_DeSarbo_thumbnail
John DeSarbo
Principal,
ZS Associates
Kyle_Heller_thumbnail-1
Kyle Heller
Associate Principal,
ZS Associates
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