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.