In this episode, we challenge MSPs to rethink how they view Marketing Development Funds (MDF) and confront a simple but uncomfortable question: how much vendor-funded marketing budget are you actually claiming? Every year, millions in MDF go unused, not because vendors are unwilling to fund partners, but because many MSPs misunderstand the purpose, assume it’s complicated, or fail to ask properly. The key shift is recognising that MDF isn’t a reward, it’s a growth investment. Vendors fund partners who present clear, revenue-generating campaign ideas with defined audiences, measurable outcomes, and a follow-up sales plan. When MSPs learn to “speak the vendor’s language,” approval rates increase dramatically.
We also outline why vendors offer MDF in the first place: local trust converts better than national branding, and MSPs are the distribution engine. The most successful MSPs treat MDF as part of their annual marketing strategy, not as occasional bonus money. By planning campaigns in advance, documenting results, and making approvals easy with clear proposals, MSPs can turn MDF into a repeatable growth system. Over time, consistent execution transforms the relationship from reseller to strategic growth partner, unlocking larger funding, faster approvals, and stronger vendor alignment. The takeaway is simple: MDF isn’t complicated, it’s underused, and starting the conversation with your vendor could fund your next campaign.
Mike Knight MBA FCIM Director, MKLINK Ltd
