By listening to enterprise sales calls, Amy Foo uncovered why deal sizes had plateaued. Customers needed pricing flexibility to match seasonal demand. She introduced a pooled-seat model—annual rather than fixed monthly pricing—which let clients scale usage up or down. The result: enterprise deal values jumped six- to seven-fold.
Made Possible By
Now Watch the Complete Episode Featuring CFO Amy Foo of Ignition
Across our conversation, Ignition CFO Amy Foo traces a nontraditional path—regional builder, operator, and pricing strategist. She became “employee number one” in-region, later leading a public SaaS deal desk that replaced rigid per-seat pricing with pooled seats, unlocking larger enterprise deals. Mentors helped her overcome imposter syndrome, shaping a leadership style grounded in clarity, alignment, and discipline. Today she simplifies growth to a few levers—ARR, payments volume, and cash flow—while segmenting revenue/margins to guide investment. She watches what customers actually pay, not list prices. On AI, she cautions against rip-and-replace, favoring capabilities within existing systems. Ignition launched AI Price Insights.
| CFO’s Strategy Playbook |
|---|
| • Simplify complexity into measurable growth levers. |
| • Align investment by segment-level revenue signals. |
| • Lead with customer insight, not list pricing. |