A simple guide to measure the value from your marketing development fund program
Calculating the Value of a Marketing Development Fund (MDF)
Measuring the value of a Marketing Development Fund (MDF) involves assessing both tangible and intangible outcomes. Tangible benefits are quantifiable and directly measurable, while intangible benefits are more subjective and challenging to express in monetary terms. Below, we’ll explore how to calculate the value of an MDF, splitting it into tangible and intangible components.
- Increase in Sales Revenue:
To calculate the tangible revenue generated through the MDF, you can use the formula:
Tangible Revenue = Total Sales Revenue from MDF-Related Activities – Initial Sales Revenue
- Cost Savings:
Determine the cost savings achieved by the MDF by subtracting the total program cost from the expected cost without the MDF:
Tangible Cost Savings = Cost without MDF – Total Program Cost
- Return on Investment (ROI):
Calculate the ROI by using the formula:
Tangible ROI = (Tangible Revenue – Total Program Cost) / Total Program Cost * 100
- Brand Awareness and Perception:
Assess the impact on brand awareness and perception through surveys or brand recognition measurements. Assign a score, e.g., on a scale of 1 to 10.
- Partner Satisfaction and Engagement:
Conduct partner satisfaction surveys to gauge the impact of the MDF on partner relationships. Assign a satisfaction score, e.g., on a scale of 1 to 5.
- Market Share Growth:
Estimate the percentage increase in market share attributable to the MDF compared to the previous period.
- Enhanced Partner Capabilities:
Assess partner marketing capabilities before and after the MDF’s implementation to determine any improvements. Use a scale or rating system to quantify the enhancement.
- Competitive Advantage:
Evaluate the perception of your company’s competitive advantage through market analysis and competitive benchmarking. Assign a score, e.g., on a scale of 1 to 10.
To calculate the overall value of intangible benefits, you can use a weighted average approach, where you assign weights (based on importance) to each intangible benefit. For example:
Overall Intangible Value = (Brand Awareness Score * Weight) + (Partner Satisfaction Score * Weight) + … + (Competitive Advantage Score * Weight)
Total Value of the Marketing Development Fund:
The total value of the MDF can be calculated by summing up the tangible benefits and the overall intangible value:
Total Value = Tangible Revenue + Tangible Cost Savings + Tangible ROI + Overall Intangible Value
By considering both the tangible and intangible benefits, businesses can gain a comprehensive understanding of the true value and impact of their Marketing Development Fund. This analysis enables better decision-making, resource allocation, and continuous improvement of the fund’s effectiveness in driving demand generation and partner success.