Your internal, channel support team can be your greatest advocate or your greatest detractor to the success of your MDF/Coop program.
Treat your program like a product and continuously tell your channel account managers and field marketing representatives what’s in it for them. Demonstrate the value of the program in terms that resonate with them - increased sales in partners that utilize MDF. Consider incentivizing your internal folks to evangelize the program to others - at least find a way to recognize evangelists. Publish case studies and examples of channel folks that have found success via internal mechanisms like your HR portal.
Keep the field updated on what’s new and useful to your field's partners as those new features, new co-marketing opportunities give your field a reason to get back in front of their customers. And provide a range of training tools for your internal folks, from webinar's to online help.
Ensure that communication goes both ways. Ask for field input to measure their satisfaction in relation to the program. Use surveys and user forums to gather feedback. And then, listen to their input and take action.
Field evangelists help drive success!