Reseller's top tricks for co-op funding success

Five steps to MDF success

1 Planning 

Often co-op funds and MDF campaigns are done on the run. This is due to vendor and distribution deadlines and because the reseller (guilty as charged) has left it to the last moment. A consistent planned approach on a quarterly basis is crucial to get bang for buck. Plan the type of campaign, the assets and the resellers’ investment of time.

 2 Investment 

The obvious factor is most funding is dollar for dollar. In other words, it is hard-earned cash from the reseller’s pocket. The less obvious investment is patience to allow the activities to work and the time investment in meetings, quoting, selling, etc. Fear and avoidance of these is key to why campaigns never start or if they do, they never get up and deliver.

 3 Education 

Clients mostly buy on being educated on the product or service, especially on how it fits the overall IT solution and strategy. Clearly defining the return on investment for them is a key education piece.

 4 Customisation

Most successful resellers are unique in their geographic location, industry vertical, offerings and approach. So while the skeleton or framework of a campaign will likely be common, the approach and strategy has to be customised to each reseller.

 5 Success measurement 

Is it the number of clicks? Is it the number of leads? Is it the type of opportunities? Often resellers get burnt by focusing on the key success measurement, the bottom line. One particular campaign didn’t generate the numbers I was hoping for. However, a year later the gross profit turned out to be 10x the result. So eyeing the end goal with the right timeframe is essential.