Mark Morrissey

By Brian Howard When a company moves into a new business market, creating awareness is vital, but not necessarily enough. It must create an impression of expertise. For Candle Corp.—whose PathWAI solutions are a set of tools for companies using IBM's WebSphere technology—teaching prospects about PathWAI, as well as about WebSphere, is an important part of the sales process. "A year ago, if people asked who had the expertise in [WebSphere], they wouldn't necessarily have known to think of Candle," says Mark Morrissey, vice president of worldwide marketing for Candle. "We had to build awareness, and we weren't going to do that by

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