How should solution providers position themselves with this focus on MDF education?

HECKART: We are at the time where the market is in transition again and what's valued during times of change and transition is to be a trusted advisor -- to provide objective information and support systems to help companies make decisions and get knowledgeable enough to make decisions.

So you want to be spending that money on the front end of that curve and helping to educate. When you educate, by default, you are putting your brand into a position of being that strategic advisory.