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A partner marketing manager and an account executive at a conference room table walking a partner sponsor through a printed MDF event run-of-show with a registration list and a sourced pipeline scorecard visible, deep navy and warm amber palette

MDF Event: A Working Playbook for Partner Pipeline

What is an MDF event? Short answer: An MDF event is a partner-funded or jointly funded field marketing motion where market development funds underwrite a customer-facing activity (executive dinner, regional workshop, conference booth, or industry breakfast) with a named pipeline target and a sourced and influenced reporting back to the funding partner. It is not […]

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MDF Event: A Working Playbook for Partner Pipeline

What is an MDF event? Short answer: An MDF event is a partner-funded or jointly funded field marketing motion where market development funds underwrite a customer-facing activity (executive dinner, regional workshop, conference booth, or industry breakfast) with a named pipeline target and a sourced and influenced reporting back to the funding partner. It is not […]

Nearbound Marketing: What It Is and How It Works

Demand generation that runs through partners by borrowing their trust, measured as pipeline.

MDF Programs That Generate Real Pipeline (Not Just Activity)

Short answer: most MDF (Market Development Funds) programs in B2B SaaS waste 50 to 70 percent of their budget. The cause is structural, not size. MDF gets framed too narrowly as marketing money. It then goes to partners who will not run the activity that drives pipeline. The fix is a defensible MDF program that […]

Two B2B SaaS revenue leaders walking through a modern office with a glass meeting room visible, deep navy and amber palette, right third clean for headline overlay

B2B SaaS Partnerships: A Practical Operating Guide

What is b2b saas partnerships? Short answer: b2b saas partnerships is the practice of building and operating partner relationships that produce co-sell pipeline, integration revenue, or marketplace presence for a B2B SaaS company. In 2026, the SaaS partnerships that work as a revenue motion share three traits: an ideal partner profile, attribution discipline, and AE […]

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