by Anna Johnson
 Co-op and MDF programs are the most popular channel marketing programs offered by vendors. Despite their popularity, these programs are often ill conceived by vendors and consequently misused by channel partners. Vendors often leap before they look by implementing and executing these programs without asking themselves two simple questions. “What are our objectives and how do we design marketing programs to meet them?”
Channel Management Insights sat down with Mike Haines, Director of Worldwide Strategy for SMB channel incentives at Microsoft to learn what common mistakes vendors make when designing their Co-op and MDF programs and how best to avoid them. With over 30 years of executive channel management experience including six years at Gartner, Mike Haines has provided sound advice to Fortune 500 companies on how to optimize sales and marketing through the channel.
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