Showing multiple values in a PowerBI Matrix

Hi, I am trying to create a matrix table listing multiple projects by phase, by the various functions. 

Functions (Rows)

Sales

Marketing

HR

Lifecycle Stage (Columns)

Initiation

Execution

Go Live

Close

Project Name (Values)

List of all the Project names I want to display

As you can imagine when I create the matrix it takes the First or Last values, or does a count. But it will not let me list each project that falls into position on the matrix. 

I have used dax concatendated them, but this isnt useful as it puts all the project names in a single unreadable string into the matrix cell. 

Ideally, I need to put each project as a new row in each cell of the matrix. How can I break up this Dax or find another solution

Any help much apprieciated