Preparing a Company for

its Next Phase of Growth


Dubex had become Denmark’s leading IT security specialist through strong technical competence. To grow beyond existing client relationships, Dubex needed to increase marketing capabilities and build a position that helped them be a trusted advisor to new customers. They also needed to penetrate new market segments, generating qualified leads and enabling the sales force to cross-sell like never before.


We developed a positioning strategy that provided a natural transition from selling traditional IT security products to “managing risk and enabling growth” of their clients. With this business-focused positioning clear, we redefined how products and services were structured, created strong value propositions and re-focused communications on segment needs. As a result, marketing effectiveness increased and cross-selling of the entire product and service portfolio became easier, putting Dubex on track for their next phase of growth.