About

My name is Rick van der Werf. I’m a GTM and Product-led Growth operator working at the intersection of product, customer success, and AI value delivery at NEXT AI.

I currently lead go-to-market and value delivery at NEXT AI, a customer intelligence platform that turns qualitative customer feedback into structured insight and agent-powered workflows for product, VoC, growth, and GTM teams. I own the motion end to end — from acquisition and activation to enterprise adoption, expansion, and deal engineering.

My work spans designing product-led onboarding and activation loops, working hands-on with customers to design and deploy AI agents for VoC and customer insight — including prompt design, agent behavior, evals, and guardrails — integrating complex data sources, and translating usage into real revenue. Alongside delivery, I run positioning and pricing experiments, websites, paid channels, and automated outbound to drive pipeline and learning velocity. I work closely with engineering and design to turn customer insight into product direction.

I’ve worked hands-on with teams at Bosch, Deloitte, Visma, Action, Rituals, Viessmann, Generali, Deel, Matera, and others.

On Growth Untold, I write about:

GTM & growth systems
How modern B2B teams build scalable, defensible GTM motions where product, customer success, and AI converge.

Product-led value delivery
What actually drives adoption, activation, and expansion after the deal is signed — and where PLG breaks down in practice.

AI in real-world GTM
How AI agents, customer insight, and evaluation frameworks shape how teams learn, sell, onboard, and scale — beyond demos and hype.

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