Case Study: DXScore® Global Product Launch & Fractional CMO Engagement


DebtX® ( the world’s largest loan sale advisor for the sale of commercial real estate, consumer and specialty finance debt, prices $10 Trillion in loans annually for its customers. DebtX was interested in launching its brand-new, industry leading product, DXScore®, for US financial markets. DXScore ( is a credit rating system for commercial real estate loans that measures risk independent of contractual interest rate and market required yield. The calibration of DXScore is market driven through 15 years of observing characteristics from newly originated loans and secondary market loan sales, making DXScore the first and only credit rating system of its kind.

DebtX was seeking an experienced senior marketing consultant to act in the capacity of Fractional CMO for the company, to conduct and execute all matters pertaining to the successful global product launch of DXScore. This person would be responsible for the development of the strategic marketing plan, brand identity, website creation, digital & content marketing, print & online advertising, product launch events, and ongoing management of all aspects of DXScore’s ongoing marketing efforts. DebtX chose Blue Wave Marketing’s John Moran to fill this important role, with the support of other marketing professionals at Blue Wave.


Blue Wave’s senior consultants worked with DebtX for this key initiative, starting with the production of a detailed strategic marketing plan for DXScore. This effort encompassed: market research and surveys; marketing analysis, including SWOT analysis and Porter’s Five Forces analysis; product and brand positioning; and brand identity development and creation. Once the overall marketing strategy was determined and the brand created, Blue Wave developed the tactical marketing and advertising plan as well as the market launch events in New York and Boston.

This initiative encompassed

  • Strategic Marketing Plan
  • Market Research
  • Brand Identity & Logo Creation
  • Messaging
  • Print Advertising
  • Online Advertising
  • Web design
  • SEO
  • Content Marketing
  • Creation of a variety of multimedia content assets – videos, infographics, eBooks, interactive tool, white papers and more
  • Postcard Mailers
  • Email Campaigns
  • National launch events in NYC & Boston
  • Print and promotional collateral
  • Ongoing management of all marketing and advertising efforts

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