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.

Lead Not Lag

Businesses reach out to us to help them in 3 areas:

1. Revenue growth- - Helping CEOs fill in strategic & tactical GTM voids such as:
- map out effective customer engagement processes, optimizing the sales funnel
- establish sales processes and systems to define ICPs and increase operational efficiencies
- Improving revenue forecasting, growth, profitability, and customer success and rigor 
- Hiring, developing & retaining top talent to optimize revenue outcomes across go-to-market.
- Partner with CEOs for value-added board meetings, and profitable results & leadership competencies for business success

2. C-Suite 'On the job' Coaching: We support leaders in achieving revenue goals with people-centricity and customer success at the core of execution. Helping them remove roadblocks to make intelligent and impactful decisions.

3. GTM operator/ Advisor -  We help founders, CEOs, CROs, and other senior leaders create and execute robust GTM strategies spanning sales-led, PLG or ecosystem motions.

Founder & CRO Operator

Abiwilliams Coaching & Transformational Speaker

I deliver transformative talks that will electrify your audience with inspiration, evoke transformative emotions and deliver tangible ideas for action for internal & external keynotes, sales, and success kickoffs and other events. 
Past Keynotes at Crunchbase, Facebook, Udemy, LinkedIn, Learnovate, Wise, Trinity College, Pluralsight, Dyson, Villiers school, Loreto college, and 

Book me now for your corporate events on abiwilliams.business

Executive Coach & Transformational Speaker

WebPros

Interim Chief Revenue Officer & Advisor to CEO

Hatchet Ventures 🪓

Hatchet Ventures is a consortium of diverse, successful, venture-backed founders,
early-stage executives, go-to-market leaders, growth hackers, operators, investors and
builders that have the expertise and experience to help hatch your business idea. We have bootstrapped companies from $0 to $5M+ in ARR, and grown businesses from $0 to $150M+ in ARR.

Portfolio Advisor

Oliva

Build & execute Oliva's GTM strategy, go up market, and accelerate revenue in collaboration with marketing, sales, revops, customer success & product.

Chief Revenue Officer (Fractional Executive)

Black Leadership Council Ireland (BLCI)

Our vision is to double the representation of black leaders from Ireland in Irish-based organisations within the next 2 years.

Co-Founder & Board Member

Udemy

Leading go to market strategy for the EMEA commercial business.
- Pre-ipo to ipo in 2021
- Responsible for the EMEA Sales organisation & Business development (dottedline)
- Scaled revenue by 660% in 2+ years
- Scaled team from 6 to 80+ (Sales & Business development)
- Significant growth in New Business & Expansion
- Highest engagement rates in EMEA & globally 
- Highest group in EMEA & globally for presidents club 2020 & 2021 for AE's and managers
- Increased average deal size by 3x in 2years
- Evolved business from 0% outbound to 30% in 2.5 years
- Enhanced GTM strategy and execution for the commercial sales org with stakeholders across Recruitment, Business development, Enablement, Marketing, Customer success, Sales operations and Product in order to achieve business priorities.
- Thought leader and speaker for Udemy's annual flagship event, Forward, and  other Udemy marketing events. 
- Speaker in Udemy yearly Sales & Success Kickoff events (SSKO)
- Coach & mentor to several Directors, Managers, AE, SDRs across EMEA, APAC and NAMER
- An Advocate for women- met personal goal of helping 5 women outside my direct org achieve a promotion in 2021, and 3 in 2022 across several levels and functions.

Senior Director, Commercial Sales EMEA

Pluralsight

- Scaled revenue across ENT & SMB in the emerging markets ( MEA & Turkey)
-4X AVD
- Led increase in client adoption across roduct features such as role IQ, Skill IQ
- Instrumental in driving demand generation and successful marketing events for the region
- Develop GTM strategies, sales playbooks for success
- Executive client engagement lead for region
- Part of Execution team and presenter in inaugral Sales & Success Kick off

Director, EMEA

Head of SMB Sales Middle East, Turkey & Africa

LinkedIn

Hiring and developing a team of hyper performing future leaders. I have a great focus on coaching and mentoring. My role is to empower my team, and help them achieve their career aspirations and achieve revenue targets.

At LinkedIn, we have a true passion for people and sales development and we set up our employees for success, while having fun!!

Senior Manager

Senior Account Executive  (Sales Coach)

Account Executive - (Sales Coach)

I help scaleups achieve profitability | Fractional CRO | CEO & Leadership Coach | GTM expert| Keynote Speaker💡| Author |Ex Revenue Leader @Udemy, Pluralsight, Meta, Linkedin, Oracle |

Most SaaS GTM teams are still playing by pre-AI rules.
More reps, more tools, more noise, but still missing pipeline, clarity, and momentum. Growth doesn’t come from “doing more.” It comes from knowing what to stop doing.
You don’t need another playbook. You need your playbook.

That’s where I come in.
I’m Abi. I’ve spent 20+ years leading revenue at Meta, Oracle, LinkedIn, Udemy, and scaling startups. I’ve taken GTM engines from “it’s all on the founder” to “we’ve built a machine that scales.” Fast. Ethically. Profitably.

Today, I work as a Fractional CRO and GTM Coach for SaaS businesses between series A-C, helping them scale smarter, not noisier.

💥 What I Actually Do:
- Fix broken GTM engines that look great in Notion but stall in reality
- Build Revenue systems that don’t break when you scale or hire
- On the job, Coach for CEOs, CROs, and executives to stop reacting, start leading & winning.
- Embed ethical AI and governance across GTM, product, tech, and board level


🤖 GTM in the Age of AI
AI has changed the game, and AGI is coming, yet most organisations and GTM motions still look like 2017 in disguise.

If you're building a great organisation, and you want to:
Sell and Support AI Ethically for GTM Teams
Operationalizing Responsible AI for your executive teams
Understand AI as Fiduciary Risk for the board and investors
Develop Governance That’s Felt, Not Just Written” with your product and UX
Build Guardrails in Code for Tech & Engineering

📬 DM me or head to www.leadnotlag.com

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Randi-Sue Deckard 🔬

Abi Williams

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