The Revenue Leadership Podcast with Kyle Norton

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E56: Becoming a CFO Whisperer & Revenue Architect (Allison Metcalfe, CRO @ Zenoti)

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Dec 3, 2025

Guest

Allison Metcalfe

In this discussion, Allison Metcalfe, a skilled revenue executive and CRO at Zenoti, shares her unique journey to her leadership role. She emphasizes the importance of systems thinking and curiosity in enhancing revenue leadership. Allison reveals her approach to building authentic executive relationships and how radical empathy pairs with effective collaboration. She offers insights on avoiding consensus paralysis and highlights the power of the Enneagram for team dynamics. Plus, she shares tips on using data-driven decision-making to drive change and her strategic recommendations for engaging CFOs.

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INSIGHT

Revenue Architect Over Star Rep

Successful CROs are often systems thinkers who design the whole revenue architecture, not just top sellers.
Allison says architectural thinking and curiosity matter more than personal sales skill in the AI era.

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ANECDOTE

Spokane Whiteboard Over Top-Down Pitch

Allison attended Liz Wiseman's inaugural Multiplier workshop and ditched a top-down presentation for a whiteboard session.
She facilitated team-generated solutions which increased buy-in and engagement.

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ADVICE

Invite Input But Own The Decision

Let people weigh in and show your work using advocacy and inquiry to invite useful feedback.
Solicit input but be explicit that final decisions rest with you to avoid consensus paralysis.

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Allison's Nontraditional Path to CRO

01:45 • 3min

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AI, Systems Thinking, and Revenue Architecture

04:29 • 3min

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Leading Executive Relationships as a Revenue Leader

07:00 • 1min

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Multiplier Leadership and Facilitating Ownership

08:05 • 5min

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Let Them Weigh In: Advocacy and Inquiry

13:07 • 3min

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Avoiding Consensus Paralysis

16:29 • 3min

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Signs of Unhealthy Executive Teams

19:58 • 8min

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Building Personal Connection Remotely

28:08 • 5min

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Using Enneagram to Improve Team Dynamics

33:09 • 5min

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Radical Empathy with Product and Finance

38:09 • 8min

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How to Engage and Embrace Your CFO

46:32 • 7min

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Resolving Planning Logjams with Guardrails

53:24 • 5min

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Drive Change With Data and Milestones

58:32 • 5min

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What Makes a Great CRO

01:03:32 • 54sec

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Career Advice: Grow Horizontally, Own a Persona

01:04:26 • 4min

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Book Picks and Final Reflections

Multiplier Leadership

How the Best Leaders Make Everyone Smarter

Liz Wiseman

In "Multiplier Leadership," Liz Wiseman explores how certain leaders amplify the intelligence and capabilities of their teams, creating environments where individuals contribute their best. These 'Multipliers' foster innovation, drive results, and cultivate high-performing teams by extracting and utilizing the full potential of their people. Conversely, Wiseman identifies 'Diminishers,' leaders who inadvertently stifle talent and create cultures of dependence and underperformance. The book outlines practical strategies and techniques for leaders to transform into Multipliers, empowering their teams, and maximizing their collective intelligence. By adopting a Multiplier mindset, leaders can unlock hidden potential within their organizations, fostering a culture of growth, innovation, and success. Ultimately, the book serves as a guide for leaders to create environments where everyone can thrive and contribute their best work.

• Mentioned in 8 episodes

Season of the Witch

Daniel Talbot

#340

• Mentioned in 65 episodes

Crucial Conversations

Tools for Talking When Stakes are High

Crucial Conversations provides tools and strategies for handling difficult conversations where stakes are high, opinions vary, and emotions run strong. The book focuses on creating a safe environment for candid discussions, using techniques like STATE (Share, Tell, Ask, Talk, Encourage) and CRIB (Commit, Recognize, Invent, Brainstorm) to ensure productive and respectful communication. It underscores the importance of shared understanding, mutual purpose, and active listening in achieving successful outcomes in crucial conversations.

#73

• Mentioned in 181 episodes

Range

Why Generalists Triumph in a Specialized World

David Epstein

In this book, David Epstein examines the success of generalists in various fields, including sports, arts, music, invention, forecasting, and science. He argues that generalists, who often find their path late and juggle multiple interests, are more creative, agile, and able to make connections that specialists cannot. Epstein uses stories and research studies to show that wide sampling and late specialization can be more valuable than early specialization, especially in complex and unpredictable environments. He also discusses the distinction between 'kind' and 'wicked' learning environments and the importance of balancing specialization with range for long-term success.

#1770

• Mentioned in 20 episodes

The Alter Ego Effect

Todd Herman

In this book, Todd Herman explains how creating an 'alter ego' can help individuals unlock their full potential. Backed by scientific research and real-world examples, Herman shows how this concept, often used by top athletes and executives, can be applied to various aspects of life such as sports, business, career, parenting, and more. The book provides strategies for building and activating an alter ego to overcome self-doubt, negativity, and insecurity, and to empower individuals to become their best selves.

#751

• Mentioned in 37 episodes

Dare to lead

Brave Work. Tough Conversations. Whole Hearts.

Brené Brown

In 'Dare to Lead', Brené Brown provides a roadmap for leaders to build trust and foster a culture of courage and vulnerability. The book emphasizes that leadership is not about titles or power, but about recognizing and developing the potential in people and ideas. Brown introduces the 'BRAVING' framework (Boundaries, Reliability, Accountability, Vault, Integrity, Non-judgment, Generosity) to build and maintain trust. She also highlights the importance of embracing vulnerability, having tough conversations, and aligning actions with shared values. The book is based on her research with global leaders and offers practical advice on developing empathy, resilience, and courageous leadership skills.

#6191

• Mentioned in 6 episodes

Impact Players

How to Take the Lead, Play Bigger, and Multiply Your Impact

Liz Wiseman

In 'Impact Players', Liz Wiseman identifies the key differences between high-impact contributors and typical contributors. Based on a study of 170 top contributors, Wiseman explains how small differences in thinking and acting can make a significant impact. She outlines five practices that distinguish Impact Players: figuring out the real job to be done, stepping up to lead, moving things across the finish line, adapting to change, and making heavy demands feel lighter. The book provides insights and practical tools to help anyone contribute at their highest level and shows leaders how to raise the performance of their teams.

Allison Metcalfe's path to CRO was built on systems thinking, multiplier leadership, and a journalist's instinct for "why." In this episode, Kyle and Allison talk through what separates good revenue leaders from great ones, and how to actually lead peers and execs, not just manage them. And maybe we shouldn't tell you this, but… Allison even reveals her hardcore alter-ego that helps her better ride the highs and lows in the CRO role.

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Chapters:

01:47 Allison Metcalfe's Career Journey

03:41 Non-Traditional Path to CRO

05:16 Architecture Thinking and the AI Era

07:25 Systems Thinking and Curiosity in Revenue Leadership

09:01 Managing Executive Relationships

10:56 Discovering Multiplier Leadership

18:44 Decision-Making Without Consensus Paralysis

24:30 Building Healthy Executive Relationships

30:11 Authenticity and Connection in Remote Work

33:09 Using Enneagram for Team Understanding

38:00 Radical Empathy Across Departments

46:27 Collaborating Effectively with Finance

53:21 Navigating 2026 Planning Conflicts

58:26 Data-Driven Decision Making and Change Management

01:03:32 Quick Fire: Career Lessons, Alter Egos, and Book Recommendations

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