Some good observations raised within this article. Based on a lot of the work we're doing with clients, I'd also add the importance of focusing on the "right" partners and the "measurement" of the effectiveness of the MDF / Co Op funding are key challenges.
Every year, technology vendors allocate billions of dollars to help their channel partners promote their businesses and offerings. Every year, nearly half of these funds go unspent. At a time when channel effectiveness is tilting heavily, reaching a 95/5 ratio in some industries (as n 5% of partners are generating 95% of sales) and resellers are carrying fewer products than ever before (down to 12 from 16 last year), the question jumps out: why are partners not using these funds?