As we close out Season 4, with Episode 14 of Force and Friction Podcast, we sit down with Randi Sue Deckard, a scientist-turned-revenue leader who has helped B2B companies grow from $1M to $60M ARR by fusing experimentation, systems thinking, and customer obsession into scalable GTM strategies.
Randi-Sue Deckard
A board-certified clinical scientist by training, Randi-Sue brings a uniquely scientific approach to growth.
Her "LabMindset" framework, which we explore in-depth, is a data-driven methodology for testing, iterating, and refining everything from customer experience to revenue operations.
This approach has allowed her to influence over $100M in revenue, build teams and GTM motions from the ground up, and become a trusted voice in the Pavilion community and beyond.
Watch the Episode:
Here are the core areas we discuss in today's episode:
1: From Scientist to GTM Leader: A Journey of System-Level Thinking
“whether it's engineer or clinical scientist, you're taught system level thinking.”
She explains how this foundation in system-level thinking and a pivotal conversation with a mentor propelled her into the commercial side of healthcare, where she quickly excelled by applying a scientific, data-driven mindset to sales and customer relationships.
2: The "Lab Mindset": A Framework for Intentional Growth
“So 1st off lab mindset is really about thinking from a system perspective... you have to have a system in place that considers all the inputs and the outputs, you know, in its simplest form.”
This mindset requires fanatical documentation, rigorous change control, and a constant search for patterns in the data to understand which levers will truly move the needle in your system.
3. The Power of Micro Movements: Compounding 1% Gains
“it's about small movements that compound over time, right? And and that's why I like to call them micro movements.”
She details how making 1% improvements every day—whether in sales cycles, deal sizes, or customer acquisition costs—compounds over time, leading to significant, sustainable growth and a shorter path to achieving your goals.
4. Documentation as a Superpower: Why You Need to Write It Down
“one of my superpowers coming from the science world is that if it wasn't documented it didn't happen. So I am fanatical about documenting.”
She emphasizes that documentation isn't just about recording what happened; it's about using data to drive decisions, explain the "why" behind changes, and create a playbook that allows you to pivot effectively and make better decisions based on your unique business environment.
5. Be the Change You Want to See: Championing Women in GTM
“So I think 1st off, it's, you know, be the change you want to see right? So as a female leader, it's, you know, supporting other women, amplifying other women, and also like bringing allies like you.”
She explains that her own biggest opportunities have come from allies who spoke up for her when she wasn't in the room, and she encourages others to do the same to foster a more inclusive and empowering GTM community.
Final Thoughts:
Randi Sue leaves us with a powerful prediction for the near future: in an age where AI is becoming more prevalent, one human trait will become more valuable than ever.
“So I think that critical thinking is a human superpower, and I think for anyone in the go to market motion. If you have relied on tech so heavily that you aren't a great critical thinker. You're at a disadvantage because AI is going to eat our lunch in a lot of areas. But it's the critical thinking, and that human to human experience that AI is not going to replace in the short term.”
Her final piece of advice is a call to action for everyone to cultivate self-belief and put themselves out there, because that is the only way to truly be recognized for the value you have to offer.
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Your Host:
A little about me, the host the show. Please connect with me on LinkedIn I'd love to have you as part of our professional network
Mike Midgley runs a portfolio career, a dynamic hands on digital entrepreneur, founder of the Scrubbing Squad, NXD, strategist, public speaker, Winning by Design certified Revenue Architect and Host at The Force & Friction Podcast.
Mike has achieved multiple exits over a 30+ year career, raised Venture Capital and franchised his businesses 68 times.
