Helping tech companies grow and scale.
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.
Define the playing field, the difference you can own, and why customers should care.
Turn capability into clear offers: what you sell, who it is for, and the problem it solves.
Build the story and messaging that makes the value clear to each audience.
Translate the foundation into channels, partnerships, and sales motions that take it to market.
Market leaders launching the next thing.
Unicorns and global software brands, framing something new without blurring what they are known for.
We framed Data Solutions as a business in its own right, without unsettling the core.
We positioned Maia, their agentic data engineering platform, and brought it to market.
We turned a local FX broker into a global fintech platform, ahead of Santander's stake.
We rebuilt the positioning, then created the go-to-market and partner play behind the European roll-out.
We launched the joint proposition with Microsoft, from positioning through to go-to-market.
We connected the brands under one WebPros flag and opened upsell routes between them.
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.
We built joint propositions, narrative and go-to-market for Microsoft's partnerships with Adobe, SAP, TCS, Blue Yonder, Optimizely, Backbase and Domyn.
We developed and launched Azure Stack, SAP on Azure, Mainframe on Azure and datacenter migration.
We activated more than 100 strategic global partners through programmes including SAP to Azure, Azure Expert MSP, CSP and Copilot.
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.
We launched joint propositions with Ingram Micro, TechData and Domo, each one sellable by both sides.
We built joint propositions with AWS and Google that every sales team could take to market as their own.
We built joint value propositions with MSPs, mainly around Ansible, OpenShift and Enterprise Linux.
We defined one positioning statement and built the messaging to carry it to every audience.
We built three solution areas and the enablement to relaunch them to market.
We built joint propositions and full sales enablement, from pitch to close.
Trusted by the biggest names in tech.
Working with Paal15 gave us the clarity and confidence to tell our partnership story in a way that resonates with every audience. The result is a unified proposition that strengthens our partnership.
I had the great opportunity to work with Paal15 on helping Inyett to scale. Today, as a result, we are a company within the Visma Group, one of Europe's largest SaaS companies.
Paal15 described in 7 minutes what we have never been able to define in the past 10 years.
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.
We defined what the distributor adds across hyperscaler offerings and built the propositions that prove it.
We mapped partner maturity by country, then built upsell routes with a proposition behind every step.
We sharpened what each partner brings, then built the enablement and co-sell offers behind the plays.
We refined the to-partner messaging, built entry propositions and turned both into sales collateral.
We built the propositions, including the added value of Arrow's other UK business units.
We rebuilt the whole front end: positioning, propositions, messaging and the look that carries them.
Enterprise buyers want outcomes, not network specs.
Global carriers and local operators, turning network capability into propositions a sales team can use.
We defined the enterprise cloud propositions and the upsell routes into them from the telco base.
We positioned and packaged the enterprise cloud portfolio, then launched it across Spain and Latam.
We packaged and launched cloud services for SMB buyers across the Nordics, India and Asia.
We launched Azure into the enterprise portfolio, with the propositions and route to market behind it.
We positioned the cloud portfolio across enterprise and SMB, then built the enablement and the launch.
We launched the hybrid cloud practice, from proposition through to the go-to-market behind it.
From strategy to something sales can actually use.
Paal15 really understood who we were as an organisation. A lot of the work has now been used not only in Australia but globally.
We went from the initial workshop to a full strategy, solution model, and assets in hand in just 4 months.
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.
We separated corporate from enterprise and built propositions the Microsoft Business Group could sell.
We built propositions and sales assets for joint offerings with Dassault, SAP, Red Hat and Microsoft.
We positioned the joint Microsoft and SAP offering and created messaging all three parties could use.
We launched sub-industry propositions worldwide, shifting perception from execution house to consulting firm.
We positioned the AI industry offerings against the competition, so deals land faster.
We framed the Microsoft-centred offers and created the messaging sales teams use across every region.
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.
We moved the proposition set from hardware to cloud and found the differentiation to defend it.
We built the positioning, partner strategy and market readiness that carried Nordcloud to an IBM acquisition.
We built joint propositions with the hyperscalers, aimed at claiming the lead position in two regions.
We built the "Fear less, achieve more" position that helped LAB3 hit a five-year revenue target in two.
We combined private cloud expertise with Microsoft's cloud offerings in joint propositions and messaging.
We brought the units under one narrative, with a proposition per buyer: hardware, networking and cloud.
We merged the infrastructure and AI offers into one story, then launched the positioning and GTM.
We built a standalone story after the TietoEvry spin-off, with propositions that stand on their own.
We redefined the workplace portfolio and put it in the hands of 500 sellers in four months.
We built the shared position that pulled a business built by acquisition back together.
We created Choose No Lock-In, a customer-first stance against how the market has always worked.
Direct, pragmatic, and quick to value.
Paal15 gets me to value faster by cutting the time from problem to solution, blending a true understanding of the complex tech market with hands-on skills to develop tangible and creative assets.
The Paal15 transformation engagement has redefined and culturally aligned how LAB3 positions itself. We are now able to clearly articulate our value and go-to-market strategy.
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.
We built the proposition for a Deloitte Fast50 top-10 finalist automating the workflows behind operations.
We repositioned the platform that helps cloud providers scale and rebuilt the proposition set.
We positioned the Icon Payments Platform as the engine powering digital transformation inside tier-one banks.
We built market-by-market propositions for new geographies, made for the teams taking them out.
We refined the proposition set for the Dynamics-based business process platform.
We positioned the billing platform for MSPs and wrote the messaging behind it.
We rebuilt the positioning for international scale, ten years after the company outgrew its own story.
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.
We pivoted the story from hardware to software, with the propositions and GTM behind FlashBlade.
We built the partner proposition and the story behind the global roll-out.
We positioned the infrastructure offer and built the propositions behind the move up market.
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.
We enable Norwegian scale-ups to expand globally through partnering strategy inside the Tech Executive Accelerator.
We ran the accelerator programme that brought start-up innovation into the Group and made it usable.
We positioned Foundry as the innovation accelerator driving customer innovation across the ANZ region.
Of B2B tech expertise, building foundations for the biggest names in tech.
To the first foundation, sales-ready. Thirteen cells make one quarter.
Work for clients worldwide, run from Amsterdam and London.
Set your foundation for growth.
Strategy from people who build and sell tech themselves. Our founders also run Yarado, a Deloitte Fast50 software company.
