Mark Collins, the president of the Canadian Channel Chiefs Council (C4) recently sat down with Michelle Chiantera, the chief revenue officer at Alludo (formerly Corel), about the importance of market development funds (MDFs).
Currently the focus of an upcoming C4 report, it is something which Collins describes as a “very hot topic in the channel universe.”
Chiantera said that while an MDF is a “pool of funds that partners have access to, that the sales organization and marketing teams can tap into,” more importantly, “it really is all about business planning.
“When you sit down with a business objective, the marketing teams are working together – the marketing team from Alludo, the marketing team from our partner – and they are looking at marketing effectiveness measurements, as well as efficiency,” she said.
Check out an excerpt of the conversation, above.