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Introduction
MDF stands for Market Development Funds—and in channel sales, it’s one of the most important tools for brand growth.
But MDF sales programs often fail. Why?
Because partners don’t know how to use the funds, can’t access approved assets or aren’t sure what qualifies for reimbursement.
At IRIS Strategic Marketing Support (IRIS), we help brands manage MDF sales campaigns through GearBox® by IRIS—so partners can activate campaigns, stay compliant and deliver measurable results.
What Is MDF in Sales?
MDF (Market Development Funds) refers to the budget that a brand allocates to help its partners—franchisees, dealers, retailers or resellers—run local marketing campaigns.
The goal is to support:
- Local signage and advertising
- Co-branded promotions
- Digital campaigns
- Events or sponsorships
- New location launches or product rollouts
MDF funds help push campaigns into local markets—but the process must be structured to ensure brand protection and ROI.
Common Issues in MDF Sales Programs
1. Partners Don’t Know What’s Available
Without visibility, many franchisees or dealers never use their MDF funds—or spend them outside guidelines.
2. Submissions Are Manual and Inconsistent
Approval requests are often emailed or tracked in spreadsheets, leading to confusion or missed deadlines.
3. Brand Guidelines Get Ignored
Without templates or controlled customization, co-branded materials drift from the master campaign.
4. Marketing Can't Track Impact
If usage and performance aren’t tracked, it’s hard to report on which MDF campaigns actually worked.
How GearBox® by IRIS Streamlines MDF Sales Campaigns
GearBox® by IRIS provides a structured way to manage MDF marketing efforts—so every partner gets the right tools and knows how to use them.
With GearBox®, brands can:
- Assign campaign kits based on partner tier, geography or promotion type
- Enable co-brandable templates with locked branding
- Route signage and print to local vendors automatically
- Build in MDF approval steps for local teams
- Track usage, fund access and campaign performance by partner
It transforms MDF from a finance task into a campaign engine.
Use Case: Steelcase Powers Global Partner Marketing With GearBox®
Steelcase works with international dealers who need campaign support but operate in different regions, time zones and languages.
Using GearBox® by IRIS, they:
- Created segmented campaign kits based on region
- Enabled safe customization of brochures and signage
- Delivered materials in multiple languages
- Ensured campaigns stayed aligned with MDF guidelines
- Tracked usage by partner and territory
This helped Steelcase use MDF funding more effectively—driving measurable marketing activity with brand consistency.
Conclusion
MDF sales programs are only effective if they’re accessible, trackable and aligned with marketing operations.
GearBox® by IRIS turns MDF from a budget line into a real strategy—complete with campaign kits, co-branded assets and delivery systems that partners can actually use.
Talk to IRIS to see how MDF can power your next partner campaign rollout.
