Creating and claiming Matillion’s Data Productivity Cloud category
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Paal15 are a true partner in driving change and differentiation at both a messaging level and strategy. Their data-driven, challenger approach helped bring new ideas, clarity and a new way of thinking and talking about Matillion in a highly competitive, fast growing market.
Mark Johnston, CMO, Matillion
SOLUTIONS
The need to reposition for their next stage of growth
The amount of data is exploding and becoming more complex, and businesses are scrambling to make their data business-ready. The gap between data expectations and data productivity is expanding, and Matillion was born to close that gap by making data more useful across an organisation. They wanted to lead the conversation and accelerate their growth and expansion opportunities in the process.
With every business now trying to use data to optimise and gain an advantage, Matillion knew it was time to change the conversation. They had a very successful business built on key products: ETL and Data Loader. But as the market changed and Matillion evolved their services, they needed their positioning to reflect their value across more users and decision makers.
After raising a total of $310m at a valuation of $1.5bn and becoming a British “unicorn”, Matillion came to Paal15 to help tackle challenges and exceed expectations:
Claim a unique space in the market and stand out in their industry category
- Elevate the brand beyond products
- Align product marketing to their long-term strategic vision
- Create space for growth and expansion
- Get to market in a creative an defficient way
We started by tackling positioning, to set up the right strategic foundation we could then build on. But during our consulting process, we arrived at the realisation that making data useful really isn’t about technical products and features anymore, it’s about using the data to gain insights and solve challenges before it’s no longer relevant.
Companies much of the time are struggling to get data business-ready so they can actually use it for dashboards, AI, ML, and more. Organisations want to maximise data productivity; and that means making data business-ready, faster, so better decisions can be made in time.
So, what did that mean for Matillion? Could we still say they wanted to lead the data integration and transformation space?
Launching the proposition to market
To ensure a smooth and successful go-to-market, our plan included educating internal audiences as well as capturing the attention of existing customers, potentials, partners, and analysts.
We developed internal enablement materials to ensure everyone in the company was on the same page and put a big focus on coaching executives on how to deliver the messaging, which was crucial during the launch event and ongoing press opportunities.
Creating the concept and launch event (Data Unlocked), guiding the website update process, diving into role-based messaging, and crafting specific sales plays around key topics to make targeting more successful was all done in the first few months to ensure an agile and effective market launch. Now, we’re working with their teams on scaling out based on learnings and focusing on educating the market more everyday around data productivity.
Creating a new category to meet customers’ real data needs
The answer was no. They have outgrown that space. Matillion is the cloud that integrates data quickly, at scale, to help businesses build value faster for further analysis, visualisation or integration. This frees uptime for people to focus on the more valuable efforts and help their business go forward. Similar to how in the industrial revolution, machines were developed to help humans get more done faster, Matillion is all about making data more productive for people.
To truly position Matillion and how they help customers, we had to define and claim a new industry category, one more aligned to what businesses and people actually need from their data these days.
That’s how the Matillion DataProductivity Cloud was born.
Ensuring the message captures audiences
With that strategic foundation in place, including defining technical and business pillars for their Data Productivity Cloud, we could then move on to creative narrative and visuals. No matter who you are, or how many accolades you have, people still respond better if it looks and sounds on point.
We brought ‘data productivity’ to life for Matillion, and as an industry category, showing that as cloud data grows, organisations must achieve a greater level of data productivity. Without this, they can’t connect enough of their data, can’t transform it fast enough, and can’t use it across their business—limiting the value it can have.
The Matillion Data Productivity Cloud helps data teams get data business-ready faster, accelerating time-to-value and increasing the impact data can have.
RESULT
We helped Matillion better shape theirvision—and the market—to accelerate growth.
Now, Matillion can truly communicate their value consistently to tech and business audiences alike, without being limited by old industry structures.
The data productivity industry category allows for fresh thinking about how data teams and the businesses they serve can be more productive with data. Check out CEO and Co-founder, Matthew Scullion’s, opening keynote on Productivity & Data – the Universal Link, to learn more about their story and new industry category.
The process of creating and claiming a new category has even caught the attention of VCs looking to understand how companies like Matillion are breaking the mould to race ahead.
We helped Matillion better shape theirvision—and the market—to accelerate growth.
Now, Matillion can truly communicate their value consistently to tech and business audiences alike, without being limited by old industry structures.
The data productivity industry category allows for fresh thinking about how data teams and the businesses they serve can be more productive with data. Check out CEO and Co-founder, Matthew Scullion’s, opening keynote on Productivity & Data – the Universal Link, to learn more about their story and new industry category.
The process of creating and claiming a new category has even caught the attention of VCs looking to understand how companies like Matillion are breaking the mould to race ahead.
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