How Do Manufacturers Track Co-Op Marketing Execution with MOPS?
Operationalize MDF & co-op programs by standardizing requests, governing funds, and capturing proof-of-performance across channels—then roll up ROI by distributor, region, and product line.
Track co-op execution by centering everything in MOPS: intake (standard forms & eligibility), funds control (budgets, encumbrances, reimbursements), asset governance (brand & offer libraries), and measurement (UTMs, campaign IDs, receipts, and distributor attribution). Connect to CRM/ERP for claims validation and sell-out correlation, and publish distributor scorecards monthly.
What Matters in Co-Op & MDF Operations
The Co-Op Execution Playbook for MOPS
Use this sequence to make co-op programs auditable, performant, and scalable across your channel.
Define → Govern → Enable → Track → Reimburse → Correlate → Optimize
- Define program rules: Eligible tactics, funding % caps, required assets, blackout terms, and SLAs.
- Govern budgets: Allocate by distributor & product line; encumber on approval; maintain real-time remaining balance.
- Enable distributors: Offer brand-approved templates, landing pages, and content syndication with UTM builders.
- Track execution: Require campaign ID, UTM set, and creative proof; auto-ingest metrics from MAP/Ad platforms.
- Reimburse accurately: Three-way match claim ↔ activity ↔ invoice; reject partial or non-compliant items.
- Correlate to revenue: Join contact/account touchpoints to opportunity and sell-out data via CRM/ERP sync.
- Optimize funds: Quarterly scorecards to reallocate MDF toward best-performing partners & tactics.
Co-Op/MDF Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Intake & Approvals | Email requests | Standard forms, SLAs, automated routing | MOPS | Cycle Time to Approval |
| Funds Control | Spreadsheet budgets | Encumbrance & real-time balance by distributor/product | Finance + MOPS | % Budget Utilization (on-policy) |
| Execution Tracking | Missing UTMs | UTM templates, campaign IDs, and PoP uploads enforced | MOPS | Compliant Activity % |
| Attribution | Clicks & leads only | Influenced pipeline, win rate, and sell-out correlation | RevOps | ROI per Distributor |
| Optimization | Even distribution | Scorecard-driven MDF reallocation | Marketing + Finance | Cost per Order (CPO) |
Client Snapshot: Co-Op Compliance from 62% → 95% in 2 Quarters
A global manufacturer centralized co-op intake and enforced UTMs + proof-of-performance. Result: 95% compliant activities, 32% MDF reallocated to high-ROI distributors, and 18% lower CPO after revenue correlation.
Treat co-op as a performance investment: standardize, enforce, and measure. Then move MDF where it drives the most revenue—not the most requests.
Frequently Asked Questions about Co-Op Tracking
Make Co-Op Funds Drive Measurable Revenue
We’ll help you standardize co-op intake, enforce compliance, and connect claims to revenue outcomes.
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