The market does not see you the way you intend.
I help funded B2B software, AI and data companies fix how the market understands, values and buys them before execution compounds the wrong frame. My work sits where category, capital and go-to-market decisions meet.
I built this practice for companies where the product has proof, but the market still places it in the wrong box.
- Buyers compare the company to narrower tools.
- Sales cycles stretch because the market frame is unclear.
- Pricing pressure increases despite strong product value.
- Investors see potential, but the story does not carry the valuation logic.
- Leadership is scaling execution before the category is under control.
Category first. GTM second. Execution third.
Execution cannot fix a broken frame.
Capital follows category conviction.
Venturoxx
Venturoxx is a category design practice for funded B2B software, AI and data companies facing GTM friction, investor pressure or unclear market positioning.
The problem I work on
A company can have strong product traction and still be misunderstood by the market. The product may be right, but the frame is wrong. Buyers then compare it to the wrong alternatives, investors discount the ambition, and GTM teams execute against a story that does not create enough urgency.
The operating principle
Category work is not messaging polish. It is the upstream decision about what problem matters, what market you are really in, what old logic the buyer must leave behind, and why your company should become the logical choice.
Where I am useful
I am not useful as a generic consultant. I am useful when the company needs senior commercial judgment before more execution, hiring, spend or fundraising pressure makes the wrong answer expensive.
Founder and CEO advisory
Pressure-test the category, buyer logic, investor story, GTM priorities and leadership alignment before scaling the next phase.
Investor and board support
Translate market ambiguity, GTM friction and revenue quality into clear decisions about where value is being created or lost.
EMEA expansion judgment
Assess whether Europe is failing because of execution, category translation, account focus, partner design or a playbook built for somewhere else.
Board member and NED roles
I am open to a limited number of non-executive director or advisory board positions with B2B software, AI or data companies operating in or expanding into Europe. I bring commercial, category and EMEA go-to-market judgment to boards that need that lens alongside financial or technical oversight.
How I prefer to engage
For project-based work through Venturoxx: bounded scope, clear decision point, defined outcome. The right starting point is usually a focused diagnostic, a category and GTM blueprint, or a leadership-level engagement. For board and NED mandates, I work on a longer-term basis - structure and terms by conversation.
Selected proof
My work is grounded in category-shaping enterprise software environments and complex EMEA go-to-market execution.
From regional build to global enterprise motion
First commercial hire for Benelux, built the regional business from scratch, then moved into global account development across major international enterprises.
Category shift translated into enterprise traction
Led major accounts across the Nordics and Benelux in a scaling environment where success depended on enterprise trust, regional complexity and market education.
Partner ecosystem turned into commercial leverage
Built and scaled European strategic partnerships with Big 4 and tier-1 system integrators, focused on joint GTM and enterprise revenue impact across regulated sectors.
Mercury, HP, CA, IPsoft, Tanium
Built regional and enterprise commercial experience across IT management, automation, cybersecurity, data and AI-adjacent enterprise software before founding Venturoxx.
Start the conversation
I am currently available for new engagements via Venturoxx and a small number of board or NED positions. Reach out if you are a founder, CEO, board member, investor or executive search partner working on a category, GTM, EMEA expansion, board composition or senior leadership question. I will tell you quickly whether I can help.
Background CV
Full career background for executive search and board appointment processes.