Win Mindshare. Accelerate Pipeline. Grow Revenue.
ELO Consulting turns MDF and co-op funds into measurable pipeline — with interactive lead engagement systems, channel demand generation, and partner activation programs built by a 20-year channel veteran.
A Track Record, Not a Pitch
$63M
Closed channel pipeline in one fiscal year — up from $19M the year before
1,000+
Partners activated across the US, Canada, and LATAM — grown from 250
$150K
Discretionary MDF managed quarterly for channel partners at a global IT distributor
20+
Years inside the IT channel — Cisco, Microsoft, and programs for NetApp, SAP, HP & IBM partners
Let's Solve Your Biggest Challenge
Every seat at the channel table has a different problem. Pick yours.
Vendor money is on the table — and the quarter is ticking.
Billions in MDF and co-op funds expire unused every year because partners don't have the bandwidth to plan, propose, and execute fundable campaigns.
I handle the full lifecycle: finding eligible funds, drafting proposals vendors approve, running the campaign, and filing the proof of performance that unlocks the next round.
Put Your MDF to WorkWhat this looks like
- MDF opportunity audit across your vendor lineup
- Proposal drafted in vendor-approved language
- Campaign designed to be fully fundable — net cost can be zero
- Claims paperwork and attribution handled
Your partners take the money — then nothing happens.
Vendor and distributor channel teams know the pattern: funds approved, logo swapped, campaign launched, silence. Partners don't lack willingness — they lack turnkey programs and enablement that sticks.
I've run partner programs that hit 70% participation across 1,000+ partners. The difference is programs built for how partner reps actually sell.
Activate Your PartnersWhat this looks like
- Turnkey, through-partner campaign kits
- Rep training, scripts, and no-call cadence playbooks
- Partner onboarding and product-launch programs
- 70% average partner participation on past programs
Co-branded PDFs don't book meetings. Interactive tools do.
The channel's default demand gen — email blasts, gated whitepapers, booth giveaways — produces leads nobody can work. Prospects want to see their own numbers, their own risk, their own case.
My campaigns are built around interactive assessments, simulations, and calculators that capture the lead and reveal the live pain point — so every follow-up call has a reason.
See the Lead Engagement System™What this looks like
- Email-first motions — no cold calls required
- Interactive lead magnets branded to you
- Webcasts and virtual events with follow-up built in
- Every click tells reps which pain point is live
If you can't prove it, you can't repeat it.
Vendors defend every MDF dollar internally. Partners who deliver clean attribution and proof-of-performance reporting get funded again — and first.
Every program I build ships with vendor-attributed lead tracking and reporting your channel account manager can forward straight up the chain.
Build a Provable ProgramWhat this looks like
- Vendor-attributed leads on every campaign
- Benchmark analysis your sales team will read
- Proof-of-performance packets, claim-ready
- Reporting that unlocks the next funding round
The Flagship Offer
The Lead Engagement System™ — interactive tools that turn prospects into booked meetings.
Static content is dead weight. The Lead Engagement System™ is a set of four interactive, fully branded tools — assessments, simulations, calculators, and rep-enablement briefs — built around your solution area and your sales motion. The calculator and quiz on this page? Built the same way. That's the product.
The Assessment
A 3-minute scored self-assessment with live benchmarks. Prospects qualify themselves — and you capture the lead up front.
The Simulation
An interactive scenario that puts the prospect in the decision seat — real trade-offs, real costs, and a personalized report in their inbox.
The Calculator
A business-case calculator built on cited industry data — designed to be forwarded straight to the CFO by your champion.
The Rep Brief
Reps enter a company and pain point — and get a branded executive brief, follow-up email, and call script in 60 seconds.
Interactive · Try It
What could a funded campaign actually produce?
Move the sliders. This models a single MDF-funded lead engagement campaign using conservative channel conversion assumptions.
MDF / co-op eligible — your net cost after vendor funding can be $0.
meetings × opportunity rate × average deal size
Services
Everything a channel demand engine needs — strategy through execution.
Channel Demand Generation Campaigns
Full-funnel campaigns built for how the channel actually sells — email-first motions, webcasts, virtual events, and event follow-up that converts.
- Campaign strategy, content, and execution
- Interactive lead magnets and landing pages
- Benchmark analysis and reporting the sales team will read
MDF & Co-Op Program Strategy
Stop leaving vendor money on the table. I handle the full MDF lifecycle — finding eligible funds, drafting proposals vendors approve, and delivering proof of performance they can defend.
- MDF proposal development and vendor alignment
- Fundable campaign design with attribution built in
- Proof-of-performance reporting and claims support
Partner Enablement & Activation
Programs are only as good as the reps running them. I build the playbooks, scripts, and training that made 70% partner participation possible across 1,000+ partners.
- Rep training, call scripts, and no-call cadence playbooks
- Partner onboarding and product-launch programs
- Distributor program design and operations
AI-Powered Marketing Systems
The channel's next advantage. As creator of The AI Leadership Advantage™, I build AI-supported workflows that let lean partner marketing teams operate like big ones.
- AI-built interactive tools, content engines, and briefs
- Marketing workflow automation for small teams
- AI enablement workshops for channel and partner orgs
Interactive · 60 Seconds
What's your Channel Demand Readiness Score?
Six quick questions. See where your demand engine is strong — and where funded pipeline is leaking.
Question 1 of 6
How much of your available MDF / co-op did you use last year?
Question 2 of 6
When your last campaign ended, could you name the pipeline it created?
Question 3 of 6
What does your follow-up look like after a lead comes in?
Question 4 of 6
Your current lead magnets are…
Question 5 of 6
How does marketing hand leads to sales?
Question 6 of 6
Is AI doing real work in your marketing today?
How It Works
From first call to funded campaign — in four moves.
Strategy Call
We map your solution areas, vendor relationships, and available funds. 30 minutes, no pitch.
The MDF Play
I identify the fundable opportunity and draft the proposal your vendor says yes to.
Build & Launch
Campaign or Lead Engagement System™ built, branded, and live — typically inside two weeks.
Prove & Repeat
Attribution and proof-of-performance reporting close the loop — and unlock the next round of funding.
About Emily Lopez
Two decades in the channel. On every side of the table.
Emily Lopez has spent 20+ years building channel programs from inside the ecosystem — at a global technology distributor driving NetApp solution campaigns and managing quarterly MDF, at Cisco running national technical events and road shows, and as Director of Channel Programs leading a team of 11 channel marketers across the US, Canada, and LATAM.
Her programs grew closed pipeline from $19M to $63M in a single fiscal year, expanded a partner program from 250 to over 1,000 partners, and consistently hit 70% partner participation — a number anyone who's run a channel program knows is rare.
She is also an executive leadership consultant and keynote speaker, creator of The AI Leadership Advantage™, and a Cornell-certified entrepreneur — which is why her channel work doesn't stop at campaigns. She builds the leaders and the AI-powered systems that keep the engine running after she leaves.
ELO Consulting is a women-owned firm — and Emily is an active voice for women building and leading in the technology channel.
Creator, The AI Leadership Advantage™
What Channel Leaders Say
Trusted by the people who run partner programs.
"A strategic partner who brings clarity, collaboration, and repeatable success to complex challenges."
Partner Development Manager — Global Technology Firm"Exceptional at translating strategy into execution. The work consistently drives measurable impact."
Strategic Customer Success Leader — Enterprise Technology"More than consulting — this partnership elevates leadership, communication, and organizational results."
Global Partner Marketing Leader"Clear thinking, strong execution, and a process that builds confidence and momentum across the team."
Client Executive — Enterprise Technology CompanySpeaking & Leadership
Keynotes for channel events, partner summits, and women-in-tech stages.
Emily speaks where the channel gathers — partner conferences, vendor SKOs, distributor events, and women-in-technology summits. Story-driven, practical, and built on two decades of real channel programs.
AI & The Channel
How partners, vendors, and distributors use AI to run demand generation that used to take a team of ten.
Keynote · Partner SummitThe AI Leadership Advantage™
Her signature keynote: human judgment amplified by AI intelligence — for leaders who want to lead the AI era, not survive it.
Keynote · ConferenceWomen Winning in the Channel
What women-owned firms are proving in the IT channel — and how the ecosystem grows when they win.
Keynote · Women-in-Tech SummitWork With ELO Consulting
There's funded pipeline waiting in your vendor relationships. Let's go get it.
Book a 30-minute strategy call. We'll map your solution areas, your vendor funds, and the fastest path to measurable pipeline. Emily reviews every inquiry personally.