Overview

Per Angusta built a powerful platform for procurement teams—a system that finally quantified procurement’s business impact and elevated its role inside the enterprise.

But the company had no category.
It wasn’t ERP. Not sourcing. Not procure-to-pay.

Without a clear category, Per Angusta risked being misunderstood by buyers, ignored by analysts, and difficult for investors to underwrite.

When a strong product has no place to live

Per Angusta was gaining traction across France and Europe and preparing to scale internationally.
But without a category, growth stalled at the GTM layer.

Buyers struggled to understand where the product fit.
Analysts lacked a frame of reference.

International scale required more than momentum—it required definition.

An innovative platform trapped between categories

Despite strong product-market fit, key GTM challenges remained:

• no recognized software category
• confusion among analysts and enterprise buyers
• international expansion blocked by lack of positioning clarity

The company was treated as a tool—rather than the strategic platform it had become.

Creating a category the market could recognize

Tyos led a full category design and GTM acceleration program to give Per Angusta a place to win:

• mapped competitive narratives and identified true whitespace
• isolated the core differentiator: a performance cockpit for procurement leadership
• coined and defined a new category: Procurement Performance Management (PPM)
• authored a complete positioning and messaging architecture
• rebuilt the sales pitch founders and teams could deliver consistently
• upgraded brand and website to match global ambition
• executed growth sprints across France, the UK, Germany, and the U.S.

From unclassifiable to category reference

The impact was immediate.

Analysts, buyers, and even competitors adopted Per Angusta’s language.
PPM became the category.
Per Angusta became the reference.

The company moved from “hard to classify” to obvious category pioneer—globally legible and strategically relevant.

Outcome

Per Angusta merged with SpendHQ in a $65M PE-backed transaction, cementing Procurement Performance Management as a global category and Per Angusta as its originator.

Category clarity turned ambiguity into momentum—and momentum into outcome.