Randi-Sue Deckard 🔬

GTM Leader -Sales/Marketing/CS/Revops🔹Strategy 🔹$1-$100M B2B🔹SaaS & Services🔹Influenced $100M+ in Revenue🔹GirlzWhoSell Mentor & Advisor🔹Pavilion-Co-Chair DFW Chapter🔹Speaker 🔹Advisor🔹Future Author 📚☕️🐾

Why does a Scientist make an awesome Customer Obsessed Revenue Growth Leader? #TheLabMindset

I was literally trained to experiment. Be extremely curious. Test, Refine and iterate! 

Research like a boss and use system level thinking!

It builds resilience (failure = reiterative process to get the desired outcome).

Document like a boss - I was trained if it wasn't written in black ink it didn't happen. 

Data driven decision making. Look for patterns to determine the best "lever" to change.

Embrace Change - always looking for ways to improve productivity/efficiency which help me look at the end-to-end CX (hello, bowtie) and find ways to reduce cost to serve for sustained profitability. 

Process/Frameworks are critical - how else do you design an experiment? (for business =GTM- Revenue Architecture model)

Communication -lots of papers written and one of my ninja skills is simplifying the complex so anyone could understand!

Present my findings and get grilled - Objection & Rejection proofed because I proactively prepared and expected this to occur.

Here's a little bit more about the Professional Me:

Leadership Style 
-Servant Leader
-People first

Strategic & Data Driven Decision Leader
--work with executives & board
--cross functional collaborator
--manage and execute projects

Embrace Change and Being a Change Agent

Trusted Advisor both internally and externally. Love creating raving fans throughout the whole ecosystem.

Great communicator and ninja rapport builder from board - peers- team - customers

Builder
--Teams
--Startups
--New Business Units
--GTM 

Revenue Growth
 --new logo
-- customer expansion
--strategic partnerships
--M&A

Financial Acumen 
--Profitability through retention and sustainable repeatable processes (understand the business unit economics)
--P&L Ownership

Experience with professional services & software solutions

Optimizer and Fine Tuner with Iterative Process improvement mindset 
--applied to GTM, Revenue Architecture and Customer Relationship Management

Growth Mindset
--lifelong learner who's obsessively curious
--personal and professional books & courses
--active in professional communities like Pavilion

High EQ - great mentor/coach

Thought Leader
-podcasts, panels and speaker
-writer & future author

Strategic Advisor for GTM - obsessed about sustainable growth!
-$1-$60M in ARR

Ssh don't tell but I might have an espresso & chocolate addiction according to my hounds who are currently giving me sideye. ;-)

2025 Sprouts "25 Women in GTM" to watch 2024 & SalesIntel "Top 100 & 300 Women" Making an Impact in B2B SaaS

Executive Member and Co-Chair of DFW Chapter

Pavilion, formally Revenue Collective, is a private membership organization for commercial growth operators. Our community is designed to support the professional development of revenue leaders at high growth companies, facilitate the sharing of best practices, and serve as a trusted private community.

One door opens. And somehow, a few more appear.

Last year, I partnered with Empressa AI  to help teach a cohort of women the foundations of AI. I said yes because I care deeply about access, confidence, and women being part of the future we’re all building.

What I didn’t expect was what that yes would unlock.

Through that experience, I was granted membership in the The WIT Network. 

And last night in Dallas, I found myself in a room full of thoughtful, ambitious women doing a 2026 bingo-style vision board, dreaming out loud, together.

I finally met Cass Cooper, MHR  in person and connected with so many other incredible women. The kind of room where conversations feel easy, honest, and expansive.

For anyone who’s followed me for a while, you know one of my goals is to land a TEDx talk. No surprise that square made it onto my bingo card. 

What did surprise me were the side conversations that followed. Panel and women  groups speaker opportunities. Doors I hadn’t even knocked on yet.

It was a reminder I keep coming back to:

You don’t always know where a door leads when you open it.
But momentum has a way of introducing you to the next one.

So I’ll ask you what I’m asking myself today:
What doors are you willing to walk through even if you can’t see what’s on the other side yet?

Sometimes, one brave yes is all it takes.

#leadership #community #randispeaks

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I see this a lot especially with high performers.

You look around.
You scroll.
You compare.

And suddenly it feels like you’re behind.

Behind on titles.
Behind on clarity.
Behind on milestones you thought you’d hit by now.

Let me say this clearly: you’re not behind.

You’re exactly where you’re supposed to be.

Growth isn’t linear. Careers aren’t timelines you can “win.” And feeling a little lost? That’s not failure, that’s usually the signal that something new is forming.

You are enough right now, not just when you land the next role, close the next deal, or figure out the next chapter.

Every season has a purpose:
• The messy ones teach you
• The quiet ones prepare you
• The uncertain ones stretch you

So if today feels uncomfortable or unclear, take a breath.

It’s not a sign you’re doing it wrong.

It’s a sign you’re evolving.

Stop measuring your chapter against someone else’s highlight reel.

Trust the unfolding.
Keep going.

You’re not late.
You’re not lost.
You’re becoming.

#mindset #leadership

Texas is getting a little snow and freezing rain today.
And predictably… we’re all losing our minds.

Which makes sense.
We don’t have snow plows.
We don’t have the infrastructure.
We weren’t built for this season.

It reminds me of standing in Northern Ireland at the Game of Thrones studio, staring at the words:
“Winter is coming.”

Not as a threat.
As a warning.

In business, winter always comes too.
Markets shift.
Budgets tighten.
Deals slow.
Priorities change.

And the companies (and leaders) who struggle the most aren’t the ones hit by 🥶 they’re the ones who assumed it wouldn’t happen.

Preparation isn’t pessimism.
It’s leadership.

It’s building for business continuity.
It’s scenario planning when things are still calm.
It’s asking, “What breaks if the temperature drops?” before it actually does.

Texas isn’t broken it’s just optimized for summer.
And a lot of businesses are, too.

So as you’re sipping coffee this Saturday morning ☕️
Ask yourself:

👉 What season am I building for right now?
👉 And am I prepared for the one that’s coming next?

Because winter isn’t the problem.
Being unprepared is.

#leadership

Overthinking isn’t a thinking problem.

It’s a leadership one.

When leaders overanalyze:

 • Decisions slow

 • Direction blurs

 • Teams lose confidence

Great leaders don’t wait for certainty.

They decide, learn, and pivot when needed.

Movement creates clarity not the other way around.

Here's a clip from a recent conversation with Veena Ramaswamy. Catch the LinkedIn live replay here: https://lnkd.in/gJfB-Mdk

#leadership

Over the last decade, I helped build a €30+ MIL and €300+ MIL company entering 15+ markets and transforming revenue streams from 20/80 to 50/50 non-recurring/recurring. In 2020 I redefined growth and found my purpose.

< Growth Through Togetherness >

Helping people to grow together, making an impact while having fun.

I believed:
- building my GTM strategic boutique firm
- becoming part of Pavilion GTM community
- delivering fractional GTM leadership 
- being a parttime C-level operator 

Would strengthen each other to realize this. The journey is on.

My story:
I have 18+ years of experience in Go-To-Market leadership and serving commercial teams - 0 to 25+ - in international companies to realize their growth ambitions, especially up market. 

A purpose around growing together. Energetic and committed. Strengths in business & people growth, scaling internationally, partner and commercial strategy, GTM planning

At the start of my career in sales, product and marketing roles at different business I was working/kept in silo's

In 2012 I walked into the office of my MD and put my head on the guillotine, bringing in another POV based on what I believe in: 

“One commercial/GTM team" 

Asking him to trust me and give me 9 months to proof progress otherwise he can draw his own conclusions.

My MD became my biggest sponsor, the sales director became my guide and mentor throughout my career. I never looked back since.

Delivered predictable revenue up to multi-MIL-€ ARR deals with 83% win rate & 5x higher CLV. 

Became a trusted advisor for organizations who want to be relevant up market with experience in commercial and GTM leadership.

I love to build and scale teams. I believe in methodologies, fueled by growth through togetherness. Making Impact, while having Fun.

With a foundation to find humor and positivism and stimulate to bring ideas. A critical thinker that feels confident in the growth zone through transformation and innovation

A fast learner and constantly pushing myself and my team to take action to become better every day

2 of my innovative transformations:

● Increasing commercial togetherness
From siloed sales, marketing, product, CS departments to one GTM team

● Improving efficiency, excellence and collaboration
From product-centric to audience-centric GTM strategy and execution

Since 2020 I am the Founder & CGO of IF Associates: strategic GTM boutique firm for growth through togetherness.

Head over to www.ifassociates.eu to learn, explore and to find out how we can: 

Set you up for durable and effective growth with our TLG-methodology.

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