From start-up to publicly-traded global industry leader

dynaTrace (small “d”) began as a software provider with slightly over $5m in annual revenue. We developed messages and media relations to help dynaTrace be recognized as a leader in a new category, Application Performance Management (APM) with revenues of over $500 million.

Having established the APM landscape with dynaTrace as the leader, we guided the company through its acquisition by mainframe giant Compuware. After three years managing public relations for the Compuware APM business unit, we then oversaw its acquisition by private equity firm Thoma Bravo, and spearheaded the rebranding of Compuware APM as “Dynatrace.”

Dynatrace was then spun off as an independent business unit and we were tasked with guiding them through their integration with Keynote Systems, managing the launch of their innovation incubator Ruxit, and finally overseeing Ruxit’s unification with Dynatrace.

With our guidance, the company grew from small “dynaTrace” to market dominating Dynatrace in less than half a decade. The messaging you see defining the industry today was developed by us and paved the way for Dynatrace (DT) to go public with revenue of $688 million.