Author: Steve Caunce
Date: August 2025
Author’s Perspective
In my career leading marketing and partner strategy for top-tier IT services firms, I’ve sat on both sides of the MDF challenge. I’ve seen good funds go unused, promising campaigns stall in compliance, and brilliant growth ideas die under the weight of admin. But I’ve also seen what happens when the chaos is replaced with clarity – when MDF is embedded into a go-to-market rhythm that actually delivers. This blog shares how the best providers are making that shift – and why operationalising MDF is no longer optional if you want to stay competitive in the channel ecosystem.
By Steve Caunce, Senior Marketing Consultant
Outline
High-performing IT and consulting firms are no longer running MDF campaigns as a side hustle in the Marketing strategy.. They’re embedding structured execution, automation, and measurable ROI into their operating model – and selecting MDF partners who can deliver this end-to-end.
- What structured MDF execution looks like across planning, delivery, and reporting
- The shift from ad hoc campaigns to repeatable, co-branded initiatives
- What a high-impact marketing co-op plan includes (with examples)
- Why modern MDF execution is becoming a core go-to-market discipline for growth-oriented partners
Introduction
In 2025, there’s no excuse for treating MDF like a side hustle.
Yet for many IT Services and Consulting Providers, MDF execution still sits in a tangled mess of spreadsheets, siloed email chains, last-minute scramble tactics, and post-it notes marked “Claim Form Due!”. The result? A reactive approach that wastes time, delays pipeline, and erodes trust with vendors.
Smart providers are doing things differently. They’re operationalising MDF as a repeatable, strategic growth function.
Here’s how they’re doing it – and how you can too.
What High-Performing MDF Execution Looks Like
It starts with structure. The top-performing firms have made MDF a core part of their sales and marketing operating model. This means:
- Strategic planning with vendors at the start of the quarter – not last-minute funding grabs
- Clear campaign briefs tied to sales objectives and conversion targets
- Pre-built templates for co-branded assets that accelerate approval
- Automated claim cycles that reduce admin overhead
- ROI dashboards aligned to the metrics vendors actually care about
They’re not trying to win MDF by being loud. They’re winning by being reliable, repeatable, and results-focused.
The Shift From DIY to Done-Right
In mid-sized IT services firms, MDF used to be “someone’s side job”. A marketing coordinator would be told to “make something happen” with a small fund by month-end. The outcome? An event with no sales follow-up. A blog with no CTA. A vendor wondering if their money disappeared into the void.
Leading firms are now embracing co-branded campaigns delivered by partners who specialise in the entire MDF lifecycle.
These are:
- Digital events with built-in lead nurture
- LinkedIn ABM sprints with sales-aligned messaging
- Webinar series that showcase vendor solutions alongside real customer stories
- Thought leadership amplified through both partner and vendor channels
By aligning execution with vendor objectives, these campaigns don’t just “spend funds” – they generate results.
What a 90-Day Onboarding Roadmap Should Include
If you’re serious about transforming MDF from chaos to clarity, onboarding the right partner is critical.
Here’s what leading firms include in their 90-day ramp-up plan:
Week 1-2: Discovery and Planning
- Map unused or under-utilised funds
- Meet with key strategic vendors to understand their key priorities.
- Align MDF to upcoming sales campaigns
- Define KPIs and lead tracking models
Week 3-6: Campaign Framework Setup
- Co-develop messaging and creative templates
- Configure ROI dashboards and claim workflows
- Set up approval pathways with vendor stakeholders
Week 7-12: Execution and Iteration
- Launch a quick-win campaign (e.g. webinar or ABM)
- Submit first MDF claim with auto-generated backup
- Hold post-campaign review with vendor and internal teams
This 90-day structure brings predictability to what used to be chaos. It also gives stakeholders confidence that MDF will deliver early impact – not drag into next quarter.
Why the Next Wave of MDF Execution Is AI-Enhanced
AI is no longer the future of MDF – it’s already reshaping it.
The leading providers are using AI for:
- Performance forecasting – predicting which campaign types yield the best ROI
- Automated segmentation – personalising assets by target vertical or persona
- Smart content generation – accelerating turnaround time for vendor approvals
- Real-time dashboards – showcasing metrics that matter to vendor account managers
This AI-enhanced approach reduces effort, improves accuracy, and builds deeper trust with vendors who are increasingly AI-literate themselves.
The Real Impact: From Scramble to Strategic
What does it look like when this is done well?
Let’s take a real-world (anonymous) example:
- A 150-person cloud MSP shifted from DIY MDF to structured execution
- Their MDF funds grew from $25k per annum to $150k.
- They increased MDF utilisation from 42% to 96% in six months
- Vendor-funded pipeline grew by $1.2 million in that same period
- Internal marketing time spent on claims and reporting dropped by 54%
- Their partner tier status was elevated, opening up new funding streams
This is what happens when you stop scrambling and start structuring.
Next Steps
You don’t need another quarter of MDF frustration. You need a 90-day roadmap and a partner who knows how to deliver it.
How do I get started with MDF Maximiser?
Contact us today to discuss how MDF Maximiser can transform partner growth in your business.
About the Author
Steve Caunce is a B2B marketing strategist with over 20 years of experience driving growth through channel partnerships, co-marketing programmes, and go-to-market innovation. At Digital Pivot, he helps IT services and consulting firms unlock the full value of their vendor relationships by transforming Market Development Funds into measurable pipeline outcomes. Steven is passionate about bridging the gap between strategy and execution, and making partner marketing work harder in today’s ROI-driven environment.
Connect with Steve on LinkedIn
FAQs on how to turn MDF into a Competitive Advantage for IT Services and Consulting:
- Why 60% of MDF Goes Unused Every Quarter – And What That’s Really Costing You
- The Silent Pipeline Killer: When MDF Is Disconnected From Sales
- Choosing the right MDF Partner: What to Look For
- From Chaos to Clarity – Operationalising MDF for Growth
- Turning MDF Into a Competitive Advantage for IT Services
Ready to turn MDF into a growth engine?
Let’s work together to make your vendor-funded campaigns deliver more than just compliance.
- ✅ Download a one page overview of MDF Maximiser
- ✅ Book a Free 30-Min Strategy Call
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