Three goals in eight minutes either side of half-time saw Southend come from behind to beat Cheltenham.
Town took the lead when Jermaine McGlashan powered Sam Deering's cross past Paul Smith.
Sean Clohessy levelled from a tight angle after Britt Assombalonga hit the post, before the striker nodded home after Ryan Cresswell's header had hit the woodwork.
Mark Phillips headed in Kevan Hurst's free-kick to complete the scoring.
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Cheltenham Town boss Mark Yates told BBC Radio Gloucestershire:
"If we want to be successful, we can't be conceding set pieces like we did today.
"We've had a good week on the training ground but unfortunately it counts for nothing on Saturday - we've got a game to put it right on Tuesday but I'm not going to beat them up too much.
"We're all not happy with the start that we've made, three points today and we'd have been saying what a decent start but the reality is we haven't won, reality is we conceded three goals at home again, it's up to me to put it right and I will do."
Southend United manager Paul Sturrock told BBC Essex:
"We rode our luck in the first half 35 minutes and they had several chances, but once we got the equaliser, we got ourselves in the right areas of the pitch.
"I rattled their cage a bit (at half-time) as I thought the tempo wasn't right and I thought we had a couple more gears in us.
"I was proved right, we came out and got in behind them.
"The front two have been a revelation this season for us. Their work-rate and keeping of the ball makes it a lot easier for our players to support them."