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.
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
Randi Sue opens the conversation by sharing her unconventional path from a clinical scientist with a "math science brain" to a Go-to-Market leader. This unique background shaped her entire approach to revenue growth.
“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
Randi Sue introduces her "lab mindset," a powerful framework for designing and executing a successful Go-to-Market strategy. It’s about moving beyond guesswork and embracing a structured, experimental approach.
“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
A key theme of the conversation is the incredible impact of small, consistent improvements. Randi Sue explains why focusing on "micro movements" is more effective than chasing large, elusive goals.
“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
Randi Sue argues that one of the most overlooked yet critical disciplines in any business is documentation. Without it, you're flying blind and cannot learn from your successes or failures.
“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
Randi Sue shares her passion for supporting and amplifying other women in the Go-to-Market space, emphasizing the importance of allies and creating a supportive community.
“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.
Ready to be Our Next Guest Contributor?
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