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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 […]

Top-down view of a team workspace with a large blue 'PRIORITIZE' sign amid laptops, tablets, and scattered documents.

How to Prioritize Which Accounts to Target First in *Account-Based Selling*

Whether it’s the beginning of the year and you’re staring at your new list of net new target accounts or you’re midway through the year and simply need a pipeline boost, prioritizing which accounts to target first is an essential part of attaining quota. This should be an objective and systematic process. For us, it […]

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