Marketing development funds (MDF) are a key resource partners utilize for market growth and better brand awareness. As the market transitions to the cloud and more innovative IP architectures pop up, the way solution providers spend their MDF money needs to change, according to Christine Heckart (pictured), chief marketing officer at networking vendor Brocade Communications.

Heckart, a long-time marketing executive, said solution providers need to rethink how they use MDF in 2016 by looking at educating customers on what’s happening in the industry and the providers' ability to help steer them through specific market transitions. "When you educate, by default, you are putting your brand into a position of being that strategic advisory" partner, she said.

Heckart also talked to IT Best of Breed about how channel partners should look to rebrand themselves in order to capitalize on market transition opportunities.