Product Marketing

Partnership

Product Marketing Framework

A Product Marketing agreement formalizes the partnership between THE CANDLE GROUP and a corporation whose mission and plan of work include the development and delivery of specific business improvement services and products to their clients. THE CANDLE GROUP and the Partner co-support a plan to deliver and service a particular industry, or a particular function in corporations. Examples include

• training design, delivery and impact evaluation;
• information technology design and installation, and delivery satisfaction
• Product Marketing and product design, testing, delivery and impact.

THE CANDLE GROUP recognizes the Partner’s current or potential leadership position in a particular service/product delivery business, and supports the Partner’s strategy for continuing or establishing leadership with the unique support of THE CANDLE GROUP.

The Partner recognizes THE CANDLE GROUP’s value-adding products and services as potential differentatiors in the product and service delivery marketplace where they are focused. In general terms, THE CANDLE GROUP provides

• the framework for product/service needs diagnosis,
• client-driven priority setting for design and delivery expectations,
• and the unlimited capability to conduct satisfaction and performance research for the client on an ongoing basis.

THE CANDLE GROUP agrees to license and provide THE CANDLE GROUP’s complete product and service capability to the Partner, as described in the Product Marketing Licensing Agreement. The level of exclusivity required and/or mutually desired; e.g., territory, industry; is established and agreed to in advance.

THE CANDLE GROUP Products and Services

The following are general descriptions of THE CANDLE GROUP’s software, technology, services and support. Each product is part of a customized complete agreement package for Product Marketing Partners.

License to use the [                         ] with partner’s clients for the purposes mutually agreed upon. This license is unlimited in number of projects, has a negotiable time frame, and may be enabled for any methods required by the Partner from real time group interaction to global web-based participation.

License fees take into consideration variables like the potential market size and the degree of exclusivity required. The specific modules of the Concept System available to the Partner are agreed to in advance within the frame of the contract.

Engagement consulting, which can be a shared responsibility of THE CANDLE GROUP and the Partner, the sole responsibility of the partner, or THE CANDLE GROUP’s sole responsibility, as follows:

• Coaching and participation on partner client engagement teams to ensure successful integration of the [                     ] method with the partner’s client relationship, a high quality engagement process and results linked to the partner’s business goals.
• A complete outsource service for engagements employing the [                     ] practice, providing all the required services for successful engagements at the partner’s client.
• A complete professional capability at the partner company trained and managed to ensure their ability to conduct dual-process consulting with the partner’s clients.

THE CANDLE GROUP’s typical Product Marketing relationship relies heavily upon a combination of the first two, and rarely on the third model. THE CANDLE GROUP typically conducts engagements at the outset of the Product Marketing relationship, which are either consulting projects internally for the Partner or for a preferred client of the Partner for purposes including value-added experience with the process in an actual Partner context.

Reports Creation and Generation, which includes

• Authoring or helping the partner author detailed project reports for the client
• Authoring or helping the partner author detailed Action Plans based upon the results of the [                     ] engagement.

Performance Measurement, ROI/ROE Measurement Initiatives, such as

• Assisting the partner in establishing objective measures within the client to track client improvement performance based on the client’s stated needs and interests. Assisting in the design of a measurement collection method that integrates easily with the client’s structure.
• Monitoring or helping the partner monitor improvements and changes at the client based on the expectations of the client and the partner’s intervention in response to client needs and expectations.
• Conducting [                     ] programs within clients to assess quickly and easily the degree of change/improvement/value the Partner deliverable adds at any point in time.
• Producing ongoing improvement reports and debriefs for the client.

Training for

• partner staff and consultants to conduct [                     ] engagements
• partner technical staff to conduct the technical administration of [                     ] engagements
• partner staff to manage internet-based [                     ] and data aggregation
• partner staff to design and develop Action Plans based upon the engagement results.

Exclusivity Considerations

THE CANDLE GROUP enters Product Marketing Partnerships with the understanding that a level of exclusive access to THE CANDLE GROUP products and services may be desirable for the Partner. THE CANDLE GROUP agrees that exclusive service to a Partner who has or has the potential for significant impact in the industry allows THE CANDLE GROUP to reach the industry more effectively, and allows both THE CANDLE GROUP and the Partner to bring to the relationship their capabilities and strengths.

CONTACT GLENN C. MANUEL:   DGMEN@ARCSINBUSINESS.COM