MDF Reports and Pipeline Attribution
MDF reports tell you what you spent. Attribution tells you what you got for it, by linking the leads a funded activity generated back to that activity.
Pipeline Attribution
A lead is linked to a funded activity - the specific webinar, trade show or campaign that generated it. Because the activity belongs to a request, which belongs to a program and a partner, one link is enough to roll the result up to every level you report on.
Once leads are linked, each activity carries six figures:
| Figure | Meaning |
|---|
| Number of leads | Leads attributed to this activity |
| Number of converted leads | How many became opportunities |
| Number of opportunities | Opportunities attributed |
| Number of won opportunities | Opportunities that closed won |
| Amount (All Opportunities) | Total pipeline value |
| Amount (Won Opportunities) | Closed-won revenue |
These figures lag your CRM, by design. They are recalculated when attributions on an activity are added, changed or removed - not as the lead or opportunity itself progresses. A lead attributed in March that converts in June does not update the activity's figures on its own. Re-check an activity's attributions before quoting its numbers in a review.
Linking leads
- One at a time - open the activity and add the lead. Use this for a handful of names, or to correct a mistake.
- In bulk, by email address - paste a list of addresses and the matching leads are linked in one action.
The Reports
Reports are grouped by audience on the Reports tab: program-level, partner-level, regional and channel manager, activity and claims, approval and operations, and financial and executive.
Rather than learning the whole list, start from the question you have:
| Question | Report |
|---|
| Are we going to spend our budget this year? | Budget Forecast / Burn Rate |
| Which partners are wasting their allocation? | Partner Utilization Rate |
| Why is approval taking so long? | Approval Cycle Time |
| Is my team keeping up? | Reviewer Throughput |
| What are we about to lose to expiry? | Fund Expiration / Lapse Report |
| Did MDF generate any pipeline? | Program ROI, and Attribution & ROI by Activity Type |
| What do I take to the partner QBR? | Partner Spend Summary (QBR) |
| Can we prove this decision was properly made? | Approval History / Audit Log |
| What did we pay out last quarter? | Reimbursement Ledger |
| Are partners supplying their evidence? | Proof of Performance Compliance |
Reports can be filtered and exported to CSV.
Chasing Unspent and Unclaimed Funds
Two reports matter more than the rest for protecting budget:
- Fund Expiration / Lapse shows approved money that will be lost if partners do not claim. Unclaimed funds never return on their own - see Claims, Proof and Reimbursement.
- Claims Aging shows where claims are sitting, and lets you nudge the partners holding them up.
Multi-Currency in Reports
Programs hold a budget in their own currency. Where a report spans programs in different currencies, be sure you know whether the figure you are reading is converted or not before comparing totals. See MDF Settings Reference.
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