Why Measurable ROI is Key to MDF Spend

So far this year, CPB UK has helped its clients generate over £1 million in pipeline and conversion from MDF-backed campaigns. 

Not only that but one client has reported a massive 447% conversion vs spend return on investment from MDF spend.  

These figures matter. Not just because they are big or impressive, but because they prove something we’ve been saying for a long time: MDF works in the channel. But, such spend only works when it’s measurable and accountable. And, if you can’t prove what it delivered, you shouldn’t be spending it in the first place.

What is MDF? 

MDF stands for Market Development Funds, which vendors allocate to partners to help them build pipeline, run campaigns, generate leads and increase sales by supporting marketing activities that promote the vendor's products or services.  

MDF programmes are common in industries like technology, consumer electronics, and retail, where funds are used to foster a collaborative relationship between the vendor and their partners, encouraging them to work together to achieve common goals.  

MDF can help vendors expand their market presence and increase brand visibility. For partners, it provides the financial resources to effectively market the vendor's products. 

It’s one of the biggest levers vendors have to drive growth through the channel. But it only works if it’s used properly. 

Why MDF matters to the channel 

The channel runs on relationships. MDF is one of the ways vendors invest in partners and back them to succeed. Used well, it gives partners a chance to do more than just the usual – whether that’s launching a new proposition, running an event, or accelerating demand through digital campaigns. 

But here’s the catch: a huge amount of MDF goes unspent every quarter. And even more gets spent with no clear data on what it actually delivered. This equates to a huge missed opportunity for both sides. 

Why so much MDF goes unspent 

We see it all the time. Budgets get approved, and then… silence. Tumbleweed. Nothing ... 

There could be a few reasons for this: 

• Partners are time-poor and stretched across multiple vendors 

• They don’t always know what campaigns will deliver ROI 

• They lack the internal resource to execute properly 

• There’s no clear guidance or data to support the business case 

The result? MDF sits unused or gets rushed into last-minute, low-impact activities to avoid losing it. 

How better partner support solves the problem 

The solution isn’t throwing more money at the problem. It’s building partner programmes that remove friction, eradicate stagnation and support execution. When partners are given tools, support and visibility, they do more – and get more from what they do. 

Here’s what we’ve seen work: 

1. Clear campaign options with ROI data Partners are more likely to run campaigns when they know what works. Pre-built campaign kits, case studies, performance benchmarks and measred ROI results help make the decision easier. 

2. Call out days and activation support Sometimes all a partner needs is a nudge. Call out days, nurture support and managed execution all help convert MDF from an idea into a live campaign. 

3. End-to-end measurement When partners can see what a campaign delivered – leads, pipeline, closed-won – they’re far more likely to run it again. Vendors are more likely to approve the budget too. 

4. A named contact who actually helps Partners don’t want to fill out endless forms or chase five different people. A single point of contact who gets things moving makes all the difference. 

Why measurable ROI should be non-negotiable 

This isn’t about vanity metrics. It’s about proving that MDF drives real commercial outcomes. The partners we work with aren’t guessing. They’re generating qualified leads, converting pipeline and closing deals – and they can show the numbers to back it up. 

As previously mentioned, so far this year, CPB UK campaigns have delivered over £1 million in pipeline and conversion to our clients. That’s the result of targeted, supported, measured marketing activity – the kind of activity that vendors want to fund again and again. 

Time to make MDF work harder 

If you’re sitting on MDF that’s going nowhere – or you’re not confident it’s delivering real results – it’s time to change the approach. 

We help vendors and partners build campaigns that are commercially led, data-driven, and fully supported and trackable from start to finish. No fluff, no wasted budget. Just clear results. 

Do you want to turn MDF into measurable growth? Let’s talk.