Trustpilot
We framed Data Solutions as a business in its own right, without unsettling the core.
What we do
Four parts of a market-ready foundation.
We help B2B technology companies define what they stand for, what they sell, how they explain it, and how they take it to market.
Positioning
Define the playing field, the difference you can own, and why customers should care.
Propositions
Turn capability into clear offers: what you sell, who it is for, and the problem it solves.
Narrative
Build the story and messaging that makes the value clear to each audience.
Routes to market
Translate the foundation into channels, partnerships, and sales motions that take it to market.
Global software
Market leaders launching the next thing.
Unicorns and global software brands, framing something new without blurring what they are known for.
Matillion
We positioned Maia, defined what it does and brought it to market.
Ebury
We turned a local FX broker into a global fintech platform, ahead of Santander's stake.
Domo
We rebuilt the positioning, then created the go-to-market and partner play behind the European roll-out.
DataSnipper
We launched the joint proposition with Microsoft, from positioning through to go-to-market.
WebPros
We connected the brands under one WebPros flag and opened upsell routes between them.
Microsoft
Microsoft. A partnership in a category of its own.
Long-running work across the partner ecosystem and the direct business, from the first proposition through to the launch that takes it to market.
Global partnerships
We built joint propositions, narrative and go-to-market for Microsoft’s partnerships with Adobe, SAP, TCS, Blue Yonder, Optimizely, Backbase and Domyn.
Programmatic launches
We developed and launched Azure Stack, SAP on Azure, Mainframe on Azure and datacenter migration.
Strategy and enablement
We activated more than 100 strategic global partners through programmes including SAP to Azure, Azure Expert MSP, CSP and Copilot.
Software partnerships
We work with the biggest software companies to help them partner better.
Two brands, one story. Joint propositions, joint narrative, and consistent sales motions that both sales teams can take to their own customers.
AWS
We launched joint propositions with Ingram Micro, TechData and Domo, each one sellable by both sides.
Atlassian
We built joint propositions with AWS and Google that every sales team could recognise as theirs.
Red Hat
We built joint value propositions with MSPs, mainly around Ansible, OpenShift and Enterprise Linux.
What clients say
Trusted by the biggest names in tech.
Paal15 described in 7 minutes what we have never been able to define in the past 10 years.
Matthew Scullion, Founder
This is really nice work. Both this and the launch campaign doc. I’d welcome a deeper conversation about the creative messaging and GTM.
Ciaran Dynes, Chief Product Officer
Paal15’s knowledge and creativity pushed us to the next level. They helped define our future direction.
Juan Lobato, CEO
Distribution
Distributors sit between vendor and reseller, and have to prove their own worth.
We define what the distributor adds on top of the vendor offer, then build the partner activation and the upsell routes that carry it into the channel.
Ingram Micro
We defined what the distributor adds across hyperscaler offerings and built the propositions that prove it.
ALSO
We mapped partner maturity by country, then built upsell routes with a proposition behind every step.
Dicker Data
We sharpened what each partner brings, then built the enablement and co-sell offers behind the plays.
Cloud Factory
We refined the to-partner messaging, built entry propositions and turned both into sales collateral.
Arrow UK
We built the propositions, including the added value of Arrow's other UK business units.
MicroWarehouse
We rebuilt the whole front end: positioning, propositions, messaging and the look that carries them.
Telecom operators
Enterprise buyers want outcomes, not network specs.
Global carriers and local operators, turning network capability into propositions a sales team can use.
Vodafone
We defined the enterprise cloud propositions and the upsell routes into them from the telco base.
Telefónica
We positioned and packaged the enterprise cloud portfolio, then launched it across Spain and Latam.
Telenor
We packaged and launched cloud services for SMB buyers across the Nordics, India and Asia.
British Telecom
We launched Azure into the enterprise portfolio, with the propositions and route to market behind it.
Telstra
We positioned the cloud portfolio across enterprise and SMB, then built the enablement and the launch.
Taiwan Mobile
We launched the hybrid cloud practice, from proposition through to the go-to-market behind it.
What clients say
From strategy to something sales can actually use.
Paal15 were skilled at capturing our key differentiators in market, and helped us to create clear messaging of our portfolio in a way that resonates for both our internal sales teams, as well as our customers.
Mary Hodson, Head of Workplace
Paal15 helped us to start with the broader business strategy and then drop down into the specific messaging. A lot of the work has now been used not only in Australia but globally.
Rob Hotchin, Country Manager ANZ
Global consulting
Consulting firms sell expertise that is hard to see.
We make the offer concrete: what it is, who it is for, and why it beats the alternative on the table.
Accenture
We separated corporate from enterprise and built propositions the Microsoft Business Group could sell.
Capgemini
We built propositions and sales assets for joint offerings with Dassault, SAP, Red Hat and Microsoft.
PwC
We positioned the joint Microsoft and SAP offering and created messaging all three parties could use.
TCS
We launched sub-industry propositions worldwide, shifting perception from execution house to consulting firm.
Wipro
We positioned the AI industry offerings against the competition, so deals land faster.
Avanade
We framed the Microsoft-centred offers and created the messaging sales teams use across every region.
MSPs
Managed service providers describe themselves in near-identical language.
We find the difference that is actually real, then build the positioning and propositions around it.
Bechtle
We moved the proposition set from hardware to cloud and found the differentiation to defend it.
Nordcloud
We built the positioning, partner strategy and market readiness that carried Nordcloud to an IBM acquisition.
Ensono
We built joint propositions with the hyperscalers, aimed at claiming the lead position in two regions.
LAB3
We built the “Fear less, achieve more” position that helped LAB3 hit a five-year revenue target in two.
Rackspace
We combined private cloud expertise with Microsoft's cloud offerings in joint propositions and messaging.
Interactive
We brought the units under one narrative, with a proposition per buyer: hardware, networking and cloud.
CloudNation
We merged the infrastructure and AI offers into one story, then launched the positioning and GTM.
Vivicta
We built a standalone story after the TietoEvry spin-off, with propositions that stand on their own.
What clients say
Direct, pragmatic, and quick to value.
The Paal15 transformation engagement has re-defined and culturally aligned how LAB3 positions itself. We are now able to clearly articulate our value and go to market strategy.
Chris Cook, CEO
Paal15 gets me to value faster by cutting the time from problem to solution, blending a true understanding of the complex tech market and hands-on skills to develop tangible and creative assets.
Jason Rose, CMO
Scaleup tech
Growth breaks the story that worked at thirty people.
New positioning and propositions, so the pitch holds up in bigger rooms and longer sales cycles.
Yarado
We built the proposition for a Deloitte Fast50 top-10 finalist automating the workflows behind operations.
Octopus Cloud
We repositioned the platform that helps cloud providers scale and rebuilt the proposition set.
Icon Solutions
We positioned IPP as the platform powering digital transformation inside tier-one banks.
Privy
We built market-by-market propositions for new geographies, made for the teams taking them out.
Mavim
We refined the proposition set for the Dynamics-based business process platform.
CloudBilling
We positioned the billing platform for MSPs and wrote the messaging behind it.
Hardware vendors
The product is physical.
The product is physical.
The value story is not.
The portfolio moves faster than the messaging, so the proposition and the story have to catch up.
Everpure
We pivoted the story from hardware to software, with the propositions and GTM behind FlashBlade.
Submer
We built the partner proposition and the story behind the global roll-out.
Worldstream
We positioned the infrastructure offer and built the propositions behind the move up market.
Incubators and accelerators
Helping scale-ups accelerate growth by tapping into new markets.
Innovation teams build capability faster than the business can absorb, so we turn output into offers.
Innovation Norway
We enable Norwegian scale-ups to expand globally through partnering strategy inside the Tech Executive Accelerator.
Volkswagen Group Data:Lab
We ran the accelerator programme that brought start-up innovation into the Group and made it usable.
Datacom Foundry
We positioned Foundry as the innovation accelerator driving customer innovation across the ANZ region.