To improve the ROI and time to revenue (TTR) of MDF and Co-Op programs, brands must align program goals with business strategy, segment partners to tailor participation, and choose the right funding model—whether accrual-based, proposal-based, or hybrid. Joint business planning helps connect activities to measurable outcomes, while marketing enablement ensures partners can effectively execute campaigns. Many partners underuse funds due to lack of awareness or burdensome processes, but streamlined platforms and vendor-run marketing programs improve utilization, reduce costs, and drive loyalty through strategic, well-supported execution.

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