Monday Mar 04, 2024

7. Market Development Funds (MDF) with Liliana Grisales (Schneider Electric)

The theme of our seventh podcast episode is Market Development Funds (MDF). Joining our host Jeremy Balius to discuss all things MDF is Liliana Grisales, Global MDF Business Owner at Schneider Electric.


In this conversation, Liliana Grisales shares insights into the world of MDF programs and channel incentives. Liliana discusses her background and career journey, highlighting her diverse roles at Schneider Electric. She emphasizes the importance of aligning MDF programs globally and complying with legal and financial regulations. Liliana also explores the complexity of channel strategy and the challenges of justifying ROI in MDF programs. She provides best practices for collaboration and strategic planning in partner programs, focusing on uniqueness and customer attraction. The conversation concludes with key takeaways for successful MDF programs.

Key Takeaways

- Aligning MDF programs globally is crucial to ensure compliance with legal and financial regulations.

- Justifying ROI in MDF programs can be complex, but it is essential to measure the success of activities and optimize the program.

- Collaboration between vendors and partners is key to developing effective MDF programs, with regular reviews and strategic planning.

- Partners should focus on their uniqueness and develop a strategic marketing plan to attract and retain customers.

About Liliana Grisales

Liliana Grisales is the Global MDF Business Owner at Schneider Electric, where she spearheads the transformation of Market Development Funds (MDF) across all channels. As a recognized subject matter expert in MDF, Liliana has played a pivotal role in crafting commercial rules in alignment with new global and company policies. Her responsibilities extend to driving the digitization of processes, education, and fostering the adoption of the MDF program to ensure compliance, efficient fund utilization, and program effectiveness. With an impressive 28-year track record in global IT companies, she has demonstrated expertise in Sales, Business Development, Strategic Marketing, Channel Marketing, and Programs. A native of Colombia, Liliana has called Miami, US home for the past 21 years. She holds a degree in Electronic Engineering and a Master's in International Business from South Eastern University in Miami.

Connect with Liliana on LinkedIn.


B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.

For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

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