VRBI

Today is about MDF
Why?
Because according with Wikipedia: "50 billion dollars offered to partners each year by Brands goes unused because of uninformed partners implementation issues"

Helping partners to understand and access MDF:

Market development funds or MDF are used in an indirect sales channel where funds are made available by a manufacturer or brand to help affiliates, channel partners, resellers, VARs, or distributors, etc. sell its products and create local awareness about the national brand.

There are approximately 4,500 Co-op programs in the US made up of 50 product classifications on which some 50 billion dollars is spent each year. Slightly over half of that 50 billion dollars offered to partners each year by Brands goes unused because of uninformed partners implementation issues.[citation needed]

Developing an MDF Strategy
While developing the MDF strategy, clarity of objective is critical for the MDF program designer. Generally, as a best practice, program designers should ask the following questions while defining the program:

Why - Why are we deploying these MDF funds?
Who - Who will these MDF funded promotions target?
When - What should be the timing for this targeting?
Where - What is the geographic location or category of prospect targeting?
How - How can the MDF funds be used for maximum impact?
What - What will you exactly do with the funds?
Result - What specific result are you expecting from the program?