Shows
The Paal15 PodcastEric Duerr: Aristotle, argument theory and perfect positioningIn this episode, Werner Moison sits down with Eric Duerr, VP of Strategy and Advisor to the CEO, Bentley Systems, to discuss the finer points of positioning in B2B tech marketing. They explore the distinction between positioning and messaging, the importance of understanding market segmentation, and the challenges that come with change in the tech industry. Eric shares his insights on how to achieve unique positioning that emphasises their core beliefs and arguments effectively. How can companies integrate positioning into company culture and maintain an edge in the fight for relevancy?
2026-02-2325 min
The Paal15 PodcastPartnering for the win-win with Insight's Edie van den Berge | The Paal15 PodcastJesse Muller sits down with Edie van den Berge, EMEA Director of Partnerships at Insight, to unpack what it really takes to build successful B2B technology partnerships. Drawing on nearly 25 years in the tech industry, Edie shares how Insight has evolved from a traditional reseller into an AI-first solution integrator, and why partnerships are more critical than ever in that journey. Jesse and Edie explore the strategic value of partnerships, the difference between transactional and strategic alliances, and how joint go-to-market execution drives real customer impact. Tune in for Edie's practical lessons...
2025-12-1718 min
The Paal15 PodcastBuilding successful B2B partnerships with Microsoft's Gøran Andersson In this episode of the Paal15 Podcast, Jesse Muller sits down with Gøran Andersson, Microsoft's Director of Partner Development, to explore what makes partnerships truly successful in the B2B technology landscape. With 25 years in the IT industry and five years leading Microsoft's global partner practice for Modern Workplace and Teams, Gøran shares battle-tested insights on partnership strategy and execution. What You'll Learn: Listen in as Gøran shares Microsoft's journey building the Cloud Solution Provider program from their first European partner in 2013 to hundreds of thousands of partners today. Gøran...
2025-09-2617 min
The Paal15 PodcastYour guide to partnering with AWSAhead of the AWS Summit in Sydney on 4-5 June 2025, Matt is joined by Werner and Laila to run through the things every AWS partner needs to know. Why do AWS partnerships go wrong? How can you get them back on the right track? And what does a successful partnership look like? Are you a partner attending the AWS Summit in Sydney? Reach out to Laila Selener via LinkedIn, or through laila@paal15.com, to see how Paal15 can help you make the most of your own relationship with AWS.
2025-05-1911 min
The Paal15 PodcastHow to find success in new markets with Rob Hotchin, Country Manager at Privy AustraliaThinking of taking your B2B tech business into a new market? It's a big undertaking, where preparation is key. So who better to ask for advice than someone who's been there, done that, and got the t-shirt. On this episode, Matt and Laila were joined by Rob Hotchin who share his first-hand experience of leading digital identity provider Privy into Australia. Together, they covered Rob's career so far, the exciting work of Privy in the digital identity market, and the companies journey from Indonesia to Australia. Rob explains h ow to navigate cultural differences b...
2024-11-2126 minThe Paal15 PodcastWhy is M&A in tech so prone to failure?On this episode of the Paal15 podcast, Matt is joined by Paula and Werner to discuss why M&A programmes in the technology sector regularly fail to generate the results companies want. What are the challenges that are making things so hard? And what can companies embarking on M&A do to make sure their acquisitions create success for all parties? For more information on Paal15, visit Paal15.com or check us out on LinkedIn.
2024-07-1612 min
The Paal15 PodcastHow MSPs can structure portfolios for greater impactOn this episode of the Paal15 podcast, Matt is joined by Werner Moison and Jesse Muller to discuss why the portfolios of managed service providers have become so complex. Listen in as they delve into the key challenges MSPs encounter when structuring their portfolios and discuss effective strategies to overcome these hurdles. Discover how a well-structured service portfolio can not only streamline operations but also enhance communication, differentiate your offerings, and drive future growth. If you've enjoyed this podcast, make sure to like, subscribe, and leave a review. Connect with us on LinkedIn and visit...
2024-05-3016 min
The Paal15 PodcastMastering the fundamentals of partnershipsMatt's joined by Paal15 CEO, Maarten ten Broeke, to discuss one of our favourite topics: partnerships. There's plenty of opportunities in partnering up, but also a number of pitfalls that many growing organisations can succumb to if they aren't fully prepared. Join Maarten and Matt as they look into the reasons why partnerships work, the reasons why they fail, and the ways in which your business can create a knockout partnership proposition that will set you on the route to success. If you enjoyed this podcast, please like and subscribe. Check out paal15.com to f...
2024-04-2621 min
The Paal15 Podcast15 minutes on... international expansionsSuccess in your home market should be easy to replicate abroad... right? The reality isn't so simple. In this episode of the Paal15 Podcast, Matt, Werner and Bas go through discuss the different approaches B2B tech companies can take to make international expansions work for them. Whether it's understanding new market dynamics, getting boots on the ground, or adapting a distribution model, there's plenty to think about. If you've enjoyed this episode, please make sure to subscribe to the Paal15 channel. If you want to find our more about Paal15, visit paal15.com, follow...
2024-04-0416 min
The Paal15 PodcastC-Series: 30 minutes with Mark Johnston, CMO at MatillionOn this edition of C-Series by the Paal15 Podcast, Maarten and Matt are joined by Mark Johnston, CMO at Matillion. Mark's career has taken him from developer to c-suite and from enterprise to start-ups. His 14 years at Microsoft saw him become a rising star at the company, before he traded the hyperscaler world for fast-growing technology companies like Domo and now Matillion, where he has spent two years as CMO. In this episode, Matt and Maarten find out why he left the large enterprise arena, what lessons he's learnt from his time across the technology...
2024-03-0833 min
The Paal15 Podcast15 minutes on partnering for growthFor smaller technology companies, partnering can be an effective way to accelerate growth and unlock access to potential end customers. Yet many might not know where to start, what partnerships entail, or the effort that needs to be taken to ensure they work. On this week's Paal15 Podcast, Matt, Maarten and Paula are your guides through the fundamentals of partnerships for businesses looking to scale. What kind of partnerships are available? What do you need to consider when building an effective partner proposition? And what commitments should you get in place to ensure your partnership...
2024-02-2018 min
The Paal15 Podcast15 minutes on navigating proposition launchesOn this episode of the Paal15 Podcast, Matt Gray is joined by Werner Moison and Jesse Muller to discuss all the things that can impact an MSP as they launch a proposition to market. Technology companies might be tempted to go fully into "new year, new proposition" mode. But it pays to look further into the future, making sure your proposition launches are properly accounting for new trends, industry changes or upcoming regulatory frameworks. In this episode, we discuss what MSPs and technology companies should be looking out for before they go to market. Where...
2024-02-1314 min
The Paal15 Podcast15 minutes on strategic storytellingIn this episode of the Paal15 Podcast, Matt is joined by Jesse Muller and Paula Lopez to discuss the importance of storytelling for technology companies. How does a brand's story align with its strategy? What's the difference between a good story and a bad story? And what steps can technology companies take when crafting their own? Found this podcast useful? Make sure to follow or subscribe so you never miss a future episode. To find out how Paal15 is helping technology companies succeed, check us out on LinkedIn or visit our website: paal15.c...
2024-02-0516 min
The Paal15 Podcast30 minutes with... Jop de Bakker - CEO, YaradoOn this week's Paal15 Podcast, Matt Gray and Maarten ten Broeke are joined by special guest Jop de Bakker. Having founded Paal15 together with Maarten in 2012, Jop is now CEO at software automation company, Yarado. Under Jop's leadership, Yarado has made waves as one of the fastest growing companies in the Netherlands. It's on a mission to free people from the burden of repetitive work through the use of work automation, saving millions of useless work hours a year. Listen as we discover the journey Jop and Yarado have been on, the business lessons he's...
2024-01-2928 min
The Paal15 Podcast15 minutes on... Building effective partnershipsIn this episode of the Paal15 Podcast, Matt is joined by Paal15 CEO, Maarten ten Broeke, and Partner, Werner Moison, to discuss what makes a strong and effective technology partnership. The technology industry has seen a recent wave of strategic partnerships between service providers and hyperscalers, as companies search for ways to launch their products and services to market more effectively. That's the theory, at least. In practice, it can be harder than expected to get partnerships right. So what do organisations undergoing partnerships need to consider to ensure they're as powerful as possible? Listen...
2024-01-1911 min
The Paal15 Podcast15 minutes on... AI for Software CompaniesMatt is joined by Paal15 CEO, Maarten ten Broeke, and Strategic Consultant, Jesse Muller, to dive into one of the hottest topics in business technology, AI. Together, they explore the reasons why more software companies are adding AI into their narrative, how those who want to follow suit can begin to do so, and how AI is shaking up the existing partner ecosystem for B2B technology companies.
2024-01-1211 min
Funky (B2B) MarketingGTM framework for B2B Tech companies - Christopher HannMy guest today is Christopher Hann, Head of Marketing Paal15, a consulting and go-to-market agency working exclusively in B2B tech.
He has been in marketing for over 10 years and has come up with a way of doing things that generally gets decent results.
It’s all about making sure everyone in the business is on the same page every step of the way. He starts by really getting to know a business by interviewing people in different departments, which helps him discover USPs and customer pain points. He al...
2023-10-0451 min