MDF Program (v1)

Checkmarx MDF Program

2022 MDF Program
Timeline & Eligibility for Checkmarx MDF Program:
- See detailed table below
2022 Key Dates
MDF Requests
Claim Cash Submission Process
Follow-up Process on Partner Leads
Contact Information – Channel Marketing Team
FAQs
Appendix A – Marketing Benefits and Co-Marketing Requirements

2022 MDF Program

The Checkmarx Marketing Development Funds (MDF) program offers funding benefits to generate new business growth for our Partners. The goal of the program is to enable you, our partners to build a sustainable business model and expand your practices through your partnership with us and to reach new customers and continue to differentiate your business and its offerings. The Checkmarx Partner Marketing Development Funding Program is designed to help eligible partners successfully increase pipeline for new business and accelerate existing greenfield opportunities. Meanwhile, the MDF program helps drive demand generation and go-to-market (GTM) strategies. Our partners at the Advanced and Expert Tiers are eligible to request MDF Cash, to support your marketing efforts and promote co-selling and joint solutions. The goal of our MDF program is to create brand awareness and drive demand generation.

Benefits of Co-Marketing with Checkmarx Through the MDF Program

Marketing Campaign Support

- Why start from scratch? Leverage pre-built content, offers, messaging, nurture tracks (like call scripts ready for telemarketing, emails and microsite content with white papers set up for integrated campaigns, etc.)

Flexibility

- Choose to do the work yourself or use a Checkmarx approved agency to help you select and execute the marketing plan which best meets your needs.

you can target your funds as per the business cases

For full benefits system see appendix A

What the MDF Program usage is for:

The focus of the 2022 MDF program is on generating new business. Our joint GTM focus in 2022 will be on adding net new logos more than expanding existing customers).

Leverage MDF to Support Your Growth Objectives Through:

- Roundtables
- Webinars
- Direct Mailings
- Hackathons
- Events (field, F2F, virtual, and hybrid)
- Automated Email Campaigns
- Digital Campaigns
- And much more.

Note: Cost of goods offered per person (meal, gifts, etc.) cannot exceed US$125.00. This is excluding shipping, tax and labor, where relevant.

The following activities are excluded from MDF:

- Incentives and SPIFFs
- Sales Kickoff
- T&E (flights, hotels)
- Content Creation
- Funded Headcount
- Hospitality Events Without Marketing Nurture Efforts
- Non-Branded Goods
- Charity Donations
- Firearms Events or Any Event Involving Violence

Note: Taxes/VAT Subject to Entity Regulation. Please ask your partner marketing for validation.

Timeline & Eligibility for Checkmarx MDF Program:

See detailed table below. Checkmarx MDF Program have two parallel processes into is – (1) Request and (2) Claim.

2022 Key Dates

All eligible partners are informed by January 15, 2022
- Requests – MDF requests can be sent 30 days (about 4 and a half weeks) before the end of the Q.
  - Q1: January 1 to March 1 (Q1 ends March 31, 2022)
  - Q2: April 1 to June 1 (Q2 ends June 30, 2022)
  - Q3: July 1 to September 1 (Q3 ends September 30, 2022)
  - Q4: October 1 to December 1 (Q4 ends December 31, 2022)
- Claim Back MDF with POP (Proof of Performance)
  - Q1: 03/31/2022
  - Q2: 06/15/2022
  - Q3: 09/30/2022
  - Q4: 12/15/2022
- December 15 and June 15: All claims for all programs must be submitted prior to those date, or we will not be able to reimburse you.
- Extension requests must be submitted in writing – However carry-over from H1 to H2 will not be approved.
  - Budget will move from Q to Q.

See table 1 below for summary

How We Calculate MDF

Checkmarx calculates your MDF based on your last year of revenue, your new business forecast, your marketing capabilities, and your commercial commitment.
How to verify your MDF allocation:
- Speak to your channel marketing manager
- Reach out to your vendor manager or Checkmarx channel manager

Onboarding When Accepted to the Checkmarx MDF Program

Eligible Partners will receive a letter from their Checkmarx Channel Marketing Manager before January 15, 2022. This will need to be counter-signed by January 30, 2022.
1. Each eligible partner will need to submit the New Vendor Form and appropriate Tax Documentation (W9 for US).
Partner Marketing contact to review MDF Guideline document.

Timeline and Summary Table:

2022 Quarter / Task

Q1

Q2

Q3

Q4

MDF Eligibility

No Later than 30/1/2022

Nomination for 2023 until 15/11/22

Start and End Date of Checkmarx Quarters

01/01/2022 – 03/31/2022

04/01/2022 – 06/30/2022

07/01/2022 – 09/30/2022

10/01/2022 – 12/31/2022

Last Request Date of MDF

03/01/2022

06/01/2022

09/01/2022

12/01/2022

Review & Approval

Max. 7 business days of receipt

Last Claim Back Date (Last invoice date)

03/31/2022

06/15/2022

09/30/2022

12/15/2022

MDF Requests

Request Guidelines

Marketing activities need to be approved in advance and not retroactively.
- As a rule, Checkmarx supports 50% of cost sharing.
Partner can use 50% of your MDF amount by H1 and the remaining 50% by H2.
- Note: legacy partners (with existing pipeline for new business) can claim more than 50% MDF for H1, by notifying us in writing and getting advance approval in Q1.
Overall, you can claim 20%−30% of your MDF per quarter.
- Partners in our expert tier MDF plans will be eligible for a custom split of their budget by notifying us in writing and getting advance approval in Q1.

How to Request MDF Assets

MDF Request ->

Cash Claim ->

ROI Follow-Up

1. Partner submits contract/agreement/SOW

2. Checkmarx approves

3. Checkmarx provides PO#

4. Partner provides POP/List of attendees

5. Partner submits invoice with PO#

6. Partner Submit ROI/Follow-up report

All MDF proposals require a plan/campaign and/or prior approval (PA) request submitted using:
1. SOW Form
2. email to the Checkmarx Channel Marketing Team
3. mail sent directly to your channel marketing manager

All activities requests need to include the information per the chapter below

Checkmarx has the option to accept, decline, or withdraw these requests.
Partners will be notified by email for each response or decision.
1. Approved – Checkmarx will share PO# for the claim stage
2. Rejection – reasons
  1. Requesting partners can resubmit returned or withdrawn requests and request a meeting with the channel marketing manager to discuss the campaign/program.
3. Need clarification – the request is unclear and further discussion in needed.

Note: Partners can request the approval history of their MDF claims and MDF requests so they can track all MDF-related actions.

Request information needed for MDF request

Partners can submit plan(s)/campaign(s) with event information documentation¹ and/or a . ¹Event information / documentation must contain:

Type of Event (Virtual, In-person, Hybrid)
Location (if digital – Geo)
Date (start and end date)
Speaker Opportunity (Yes or No)
Cost of the Event*
- Cost per lead
How many other vendors are sponsoring your event (if applicable)?
How many attendees? Assumed attendee job titles?
- C-level
- Security Directors
- DevOps / Development management
- Developers
Audience:
- %/# of Existing Cx Customer in the event/Campaign
- %/# of New Prospect to Cx Customer in the event/Campaign
Projected ROI:
- # Of leads
- # Of Follow-up calls
- Assumption of opp’ dollar

MDF Request SLA

Checkmarx Marketing as a Service

For partners lacking in-house or scalable marketing resources, our Marketing as a Service program (Checkmarx MaaS) may be just what you’re looking for.

Checkmarx Marketing-as-a-Service (MaaS) could be just what you need to grow your business with our marketing support.

We offer a variety of digital campaigns, in-person events, press releases, e-mail nurture streams, contests, and webinars to generate demand.
Partner can use his MDF in conjunction with Checkmarx MaaS for a comprehensive mix of channel marketing programs from our list of authorized agencies.

Below is an example of what’s included in Checkmarx MaaS:

Ask us about a customized Checkmarx MaaS program that’s right for your company.

All documents/templates are available at Checkmarx Content Management tool, HighSpot. Request your access today.