Insights on Market Development Funds (MDF)
At the end of July 2025, our team had the privilege of attending the Edge 2025 conference, where our Managing Director, Patrina Kerr, joined “The Dark Arts of MDF” panel alongside industry leaders Brad Clarke, Ashleigh Vogstad, Moheb Moses, and James Davis. The feedback from the session was outstanding, and we have shared a series of 60-second clips via our LinkedIn page.
MDF Isn’t Just a Lunch-and-Learn Budget—It’s a Long-Term Strategy
Market Development Funds are most effective when used to build enduring programmes, not just one-off campaigns. When partners take a long-term approach to MDF, the results speak for themselves—stronger pipelines, tighter co-sell alignment, and, most importantly, more complete solutions for customer problems.
Our Long-Term MDF Approach
- Start with the customer: Fund real, validated needs—not just tactics.
- Integrate sales & marketing: Develop shared plans, targets, and outcomes.
- Think multi-quarter: Sequence content, events, enablement, and follow-up for sustained impact.
- Measure what matters: Focus on pipeline quality, velocity, and expansion.
- Invest in relationships: Prioritize co-planning and consistent brand alignment.
MDF works best when it funds programmes, not just activities. That’s how we create durable demand and repeatable motions for customers and partners alike.
Ready to transform your MDF strategy?
If you’re looking to build enduring partner programmes, we’d love to connect. Reach out to Warwick Grey at warwick@fabric.partners and discover how a long-term MDF approach can drive real results for your business.
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