Vendors that award MDF, according to Hedden, too often focus exclusively on the here and now.
“Many times, the funds are allotted for that quarter and not promised past that quarter,” she says. That can actually work against the vendor’s own best interests, though, by encouraging partners to invest in quick marketing activities like events and webinars rather than layered marketing campaigns that nurture leads more slowly but ultimately deliver bigger, better returns.
“What can you really do in three months that’s going to produce long-term results?” Hedden asks. “If they have to show that ROI right up front in that three-month period, they’re going to end up choosing things that maybe aren’t even the best for their business at that time, which negates the whole purpose.”