Moments of impact from Britt Allen's career
When I was recruited to ProfitWell's Retain product team, the company faced a critical growth barrier: there was no dedicated enterprise sales approach in place. The product was being sold transactionally to SMBs, and we were stuck closing deals under $6,000 annually. Larger enterprise customers had fundamentally different needs and buying processes, but we lacked both the methodology and expertise to navigate complex, high-value deals. The co-founder recognized this gap was limiting our market potential and brought me on to solve it. I took a systematic approach to building out the enterprise sales motion from the ground up. I developed a qualification framework specifically designed for enterprise deals, ensuring we focused our efforts on opportunities with the greatest potential. I then created a comprehensive sales playbook that included objection handling tailored to the unique concerns of larger accounts. The most impactful initiative was building an ROI model that transformed how we positioned Retain's value. This model allowed sales teams to clearly demonstrate the expected return compared to costs, helping prospects see Retain as a net positive investment rather than just an upfront expense. Since most companies don't have dedicated budget for a tool like Retain, showing them where they could reallocate spend from other areas—while simultaneously demonstrating positive ROI—made the purchase decision significantly more compelling. The results were dramatic. In less than 8 months, we increased average deal size from under $6K to approximately $30K—a 5x improvement. The ROI model proved to be the game-changer, fundamentally shifting how enterprise prospects evaluated our solution and enabling us to close dramatically larger deals with greater confidence and efficiency.
