MDF Request Form Template (Free)
Market Development Funds (MDF) are marketing dollars a vendor gives channel partners to run demand-generation activities, and an MDF request form is how partners propose those activities and request funding. This free MDF request form template gives channel marketing teams the exact fields to collect, the approval criteria to apply, and the proof-of-performance rules to enforce — so MDF is spent on activities that actually drive pipeline, not just claimed and forgotten. It's for vendors who fund partner marketing and need accountability and ROI on that spend. Use it to standardize requests, speed approvals, and tie every dollar to a measurable outcome.
What fields to include
An MDF request form should capture: partner company and requesting contact; activity type (webinar, paid ads, event, content, email campaign, telemarketing); activity description and objective; target audience and expected reach; planned start and end dates; total activity cost and the specific MDF amount requested (with your match ratio, e.g., 50/50); expected outcomes — leads, meetings, pipeline, or registrations; how results will be measured; and the products/solutions being promoted. Approval fields: reviewer, approval status, approved amount, and conditions. Post-activity claim fields: actual spend, proof of performance (invoices, screenshots, attendee lists, lead lists), actual results delivered, and reimbursement status. Capturing both the request and the claim on one linked record is what makes ROI measurable.
How to use this template
Require partners to submit the request before the activity, not after, so you can approve the plan and set expectations. Review against clear criteria: does the activity align with a current campaign, is the expected pipeline worth the spend, and is the partner in an MDF-eligible tier? Approve a specific amount and any conditions in writing. After the activity, require the partner to submit proof of performance and actual results before reimbursing — no proof, no payment. Track requested vs. approved vs. claimed vs. results delivered so you can report MDF ROI and decide future allocations by partner and activity type.
Best practices
Pre-approve activities and pay on proof of performance to keep spend accountable. Tie MDF eligibility to partner tier so funds flow to committed partners. Publish a menu of pre-approved activity types with expected outcomes so partners propose things that work. Set a match ratio (commonly 50/50) so partners have skin in the game. Require a measurable outcome — leads or pipeline — on every request, and follow up on the claim. Cap MDF as a percentage of the partner's revenue or a fixed pool to control budget. Report MDF-to-pipeline ratio by partner and activity so you reallocate toward what performs.
Common mistakes
The most damaging mistakes: paying MDF without proof of performance, which turns it into an untracked discount; approving vague activities with no measurable outcome; and letting funds expire unused because the process is too slow or unclear. Teams also fail to link request to claim, so they never learn which activities drove pipeline. Offering MDF to all partners regardless of tier spreads budget too thin. Not setting a match ratio removes partner accountability. And approving after the fact removes your ability to steer spend toward strategic campaigns.
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Frequently asked questions
What's the difference between MDF and co-op funds?
MDF (Market Development Funds) are typically discretionary, forward-looking funds a vendor allocates to partners for specific proposed activities, often requiring pre-approval. Co-op funds are usually accrued as a percentage of a partner's past sales and are the partner's to spend on approved marketing. Many programs blend both; the request form and proof-of-performance rules work the same way.
Do partners have to prove how they spent MDF?
Yes — best practice is to reimburse only after the partner submits proof of performance: invoices or receipts for actual spend plus evidence the activity ran (attendee lists, ad screenshots, lead lists) and the results it delivered. Pre-approving the plan and paying on proof is what keeps MDF accountable and measurable.