AI makes execution cheaper. It also makes bad strategy more expensive.
Venturoxx launches on 1 June 2026 to help founders, boards and investors of AI and B2B software scale-ups fix category, positioning and GTM problems before more spend, hiring and automation scale the wrong thing.
Founded by Richard Poolman, an enterprise software executive with three decades of EMEA go-to-market experience, Venturoxx is built on a simple argument: many scale-ups do not lose momentum because they execute badly. They lose it because the market places them in the wrong frame.
Press releases
English press release
Richard Poolman launches Venturoxx to help AI and software scale-ups fix strategy before execution scales the wrong frame
Nederlands persbericht
Richard Poolman lanceert Venturoxx om AI- en software-scale-ups te helpen hun strategie scherp te krijgen voordat executie de verkeerde richting versnelt
Founder
Richard Poolman is the founder of Venturoxx, a category design practice for AI and B2B software scale-ups that are growing faster than their market position can support.
He has spent three decades building and scaling enterprise software go-to-market across EMEA, with senior roles at ServiceNow, Snowflake, Tanium and Quantexa, and earlier experience at Mercury Interactive. At Mercury, he saw how shifting the frame from tools to Business Technology Optimization changed the commercial dynamic: larger deals, stronger partner alignment and a clearer strategic category for buyers. That experience became the foundation for Venturoxx.
Poolman is a contributor to Creator Capitalist, the 2026 book by Christopher Lochhead and Eddie Yoon. He is based in the Netherlands and works with scale-ups across EMEA and the US.
Interview angles
AI accelerates execution. It does not fix a wrong market frame.
For companies competing in a category they do not control, AI makes the problem larger, not smaller. More content, more pipeline and more automation are neutral amplifiers. They amplify what already exists - good or bad.
Category position shapes valuation earlier than investors often realise.
Investors measure revenue growth, churn, CAC and NRR. They rarely measure category position. But which category a company claims, and whether it controls that category, shapes valuation narrative, pricing power and investor conviction.
Many GTM problems are market-frame problems in disguise.
Founders and investors often treat disappointing growth as an execution problem. But when the underlying market frame is wrong, more execution does not solve the problem. It moves activity and accelerates movement in the wrong direction.
European scale-ups lose category position when it matters.
Series B to C is when international expansion, venture funding and rapid GTM build-out expose weak category thinking.
The new advisory market is judged on decisions, not advice.
AI lowers the value of analysis and document production. Value shifts to judgment, choice and decisions under pressure.
Media assets
Press photos
Selected high-resolution photos of Richard Poolman, Founder of Venturoxx. Images may be used for editorial coverage of Venturoxx.
Primary press photo
High-resolution colour and black-and-white versions.
Alternative seated photo
High-resolution colour and black-and-white versions.
Editorial working photo
High-resolution colour and black-and-white versions.
Standing portrait
High-resolution colour and black-and-white versions.
Leadership portrait
High-resolution colour and black-and-white versions.
Photo credit: Arjan van Bruggen
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About Venturoxx
Venturoxx is a category design practice for founders, boards and investors of AI and B2B software scale-ups at Series A to C stage. The practice helps companies fix how the market understands their value - before more spend, hiring and automation scale the wrong thing. Venturoxx works across EMEA and the US.
Media contact
Richard Poolman, Founder
rpoolman@venturoxx.com
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