Alex Loktev is Chief Revenue Officer at P2P.org, one of the largest institutional staking-infrastructure providers, where he helped scale the business from $500 million to over $10 billion in staked assets for 130-plus institutional clients while rebuilding the go-to-market four times in four years (now a fifth). He joined as the second hire on the sales side when the market barely existed, building the revenue function from scratch. Before crypto he spent roughly half his career at Yandex — Russia's combined answer to Google, Uber, Amazon, and Spotify — in the digital-advertising business selling marketing tools and inventory, an experience that shaped his conviction that whoever adapts best to the regulator wins the market. His signature lens is a single diagnostic — who controls the client, the revenue, and the margin — and a belief that revenue leaders must reinvent their entire system before the market forces them to. He is an aggressive AI-native operator who runs GTM R&D inside RevOps, tracks venture-capital flows as a market signal, and vibe-codes his own tools.
“The funny thing is that even right now, we're going through the fifth pivot in our business model, so it has continued changing.”
“The most important things we kept a look on for that period were who controls the client, who controls the revenue, and who controls the margin. Depending on how that changed, we adapted our GTM.”
“This early phase looks very difficult, because you struggle in every meeting just to explain what you're trying to sell. At the same time it's probably the easiest time in your business — competition is the lowest and your margin is the highest, because clients don't have a clue what a fair price is.”
“If right now you're in this golden era, this is the starting point of the future commoditization.”
“Product excellence begins to be just a hygiene layer of your sales.”
“You have to replace successful account executives, you have to replace successful people, just because very soon you'll need something absolutely different.”
“Even if you think you shouldn't be aware of the regulator — well, you should, because the regulator thinks about you.”
“Just follow the VCs. Look at where they're putting their capital, and follow the funds focused on the seed and pre-seed stage — they give you clear visibility on what's going to be the next big thing.”