Petra was built to close the gap between data investment and data return, across BI, integration, governance, and AI.
20+ years inside the data and infrastructure layer of enterprise technology. Before AI was the conversation.
Petra was founded in 2025 in Toronto by Tara Myshrall, after 25+ years of enterprise sales leadership, 20+ of them inside the data and infrastructure layer at Talend, Qlik, TIBCO, Information Builders, and Dell. Regional VP at Talend and Qlik. She carried the number alongside clients at every stage: midmarket, large strategic enterprise, and public sector. Petra was built to close the gap she watched repeatedly between data investment and data return, across BI, integration, governance, and AI: organizations buying the tools without building the foundation.
Tara Myshrall
- ▸25+ years of enterprise sales leadership, 20+ of them inside the data and infrastructure layer at Talend, Qlik, TIBCO, Information Builders, and Dell. Regional VP at Talend and Qlik.
- ▸Adjunct Professor, Conestoga: Advanced BI
- ▸TechHER Forward founder/lead, course delivered at Sheridan, sanctioned by Conestoga.
- ▸2023 Speaker of the Year, WomenTech Global Awards
- ▸WomenTech Network Speaker of the Year, Honorary Mention 2024
- ▸Professional training credentials: MEDDPICC, Challenger, Command of the Message, ValueSelling, Sandler, SPIN, and Miller Heiman.
Tara's career followed the enterprise stack layer by layer: hardware and infrastructure at Dell, then integration and business intelligence, then cloud migration, predictive and prescriptive analytics, and AI.
The Petra Method(TM)
The Petra Method(TM) is the human layer of selling: trust at the buyer-seller interface, regulated leadership at the manager-rep interface, cultural architecture across the team, decision velocity at the executive layer. It's what Petra delivers in every Revenue engagement.
Branded methodologies are Tara's professional training credentials only. Petra does not deliver branded methodology training. Petra coaches against them fluently when the client team is already licensed.
Petra does not deliver certification-track methodology training. Training is delivered by the methodology owners themselves.
- ●$24M ARR preserved through a live enterprise acquisition with 100% team retention
- ●268% of quota delivered during organizational restructure
- ●Public sector revenue tripled over a 3-year engagement
"20+ years inside the data and infrastructure layer of enterprise technology. Before AI was the conversation."
Small by design. Powerful by network.
Tara leads every engagement personally in Year 1. A vetted network of senior architects and delivery partners scales delivery in Year 2 and beyond. Petra is the prime contractor on every engagement. Our partner ecosystem executes under our architecture.
Tara is also an operating partner at BACG, a separate partnership through which Petra engagements involving certain delivery and resale motions are routed when the engagement structure calls for it. Petra and BACG are distinct entities. Clients are advised of the contracting party for each engagement at the point of scoping.
Cognitive diversity is a performance lever, not a values position.
Diverse teams expose data-readiness gaps faster, because they ask the questions homogeneous teams skip.
Read more about our approach →
Externally we call it "Regulated Leadership." The work is the same. The naming reflects our respect for how it shows up across different audiences.