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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 business professionals in navy suits review data charts on a large wall display while the woman points to a graph in a bright office setting.

Partner Sales Operations: The Engine of Co-Sell

What is partner sales operations? Short answer: Partner sales operations is the systems, data, and process layer that makes a partner program actually run, deal registration, attribution, pipeline reporting, and the workflows that connect partners to the company’s sales process. It is the operational engine beneath co-sell, turning partnership strategy into a machine that records, […]

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