Top-Performing Partner Representatives Maximize MDF and Build Relationships with Manufacturer Management: Sairu Survey of 400 Professionals

Sairu Inc. (Headquarters: Chuo-ku, Tokyo; CEO: Kota Kurihara) has conducted a survey on the actual state of loyalty programs in partner businesses. Partner business is a mechanism where manufacturers collaborate with partners such as distributors and system integrators to provide products and services to customers. While manufacturers support partners through loyalty programs like MDF (Marketing Development Fund) and award systems, many report that these programs do not generate the expected engagement. Sairu, which provides consulting on partner business strategy, published the book "Partner Business Strategy: Basics and Practice" in December 2025. Against this backdrop, the company surveyed 400 representatives and managers of partner companies selling IT products. The survey found that representatives in groups with over 110% year-on-year growth in transaction volume utilize MDF for a wider range of purposes, with an average of 2.3 usage types compared to 1.1 for the under-100% group. Furthermore, the most significant difference between groups was the "action of expressing gratitude to the manufacturer representative's supervisor." In the 110%+ group, many representatives expressed gratitude not only to their direct contact but also to their supervisors. Sairu suggests that improving the usability of systems and designing programs that cater to individual career growth are essential for success.