In spite of vast changes in how vendors support their partners, promotional allowance programs remain a constant in the channel marketing war chest. Market development funds (MDF) and cooperative advertising (Co-Op) still represent as much as 10 to 15 percent of a marketer’s channel budget.
Because of the budget size and potential these programs promise for building business, channel marketers are wise to focus on MDF/Co-Op strategy and implementation—both in the choice of program management software and program optimization.
About the Author
More Content by Perks WW Channel Experts