We’re excited to introduce you to the always interesting and insightful Rachel Faciana. We hope you’ll enjoy our conversation with Rachel below.

Rachel, thanks for taking the time to share your stories with us today Let’s start on the operational side – do you spend more of your time/focus/energy on growing revenue or cutting costs?

I believe in a balanced approach, but if I had to pick one I lean toward growing revenue—as long as it’s profitable revenue. Cutting costs is essential, but you can only cut so much before you hit a ceiling. Revenue growth, on the other hand is limitless if approached strategically.

The relationship between the two is like tuning an engine. You need efficiency (cost control) to ensure smooth operations, but if you don’t fuel it with growth you’re just idling in place. The key is knowing where to optimize costs without compromising momentum.

A great example: I worked with a SaaS business that was hyper-focused on cutting expenses to improve profitability. They were trimming everything—marketing, hiring, even product development—but they were starving the business of the very things that would drive growth. When we shifted the focus to identifying additional high-margin revenue opportunities instead, they grew sales by almost 30% in six months without significantly increasing operating costs. That’s where real profitability comes from—not just cutting, but growing intelligently.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a Fractional CFO and financial strategist with over a decade of experience helping businesses navigate the complexities of finance, accounting, and sustainable growth. My firm, Western Reserve Consulting, specializes in Fractional CFO services, bookkeeping, and financial administration. Working primarily with small to mid-sized businesses, startups, and fast-growing companies that need expert financial guidance without the cost of a full-time executive.

My journey into this field was anything but traditional. I started in hospitality, working in kitchens and managing restaurants, before receiving my MBA and pivoting into finance. That experience gave me a deep appreciation for cash flow, operations, and the real, day-to-day struggles of business owners—not just numbers on a spreadsheet, but the impact they have on people’s livelihoods.

At Western Reserve Consulting, we help business owners understand their financial health, make informed decisions, and create sustainable growth strategies. This includes:

– Cash flow management: ensuring businesses don’t just survive but thrive.
– Budgeting & forecasting: helping clients plan for the future, not just react to it.
– Financial modeling & strategy: aligning business goals with numbers that actually make sense.
– Accounting process optimization: reducing inefficiencies and saving time/money.

We work with everyone from DTC brands, retailers, service-based businesses, tech startups, and high-growth companies that need financial clarity and leadership but aren’t ready to hire a full-time CFO.

What sets me apart is that I bring a no-BS, strategic, and approachable mindset to finance. I know that most business owners don’t want to drown in spreadsheets—they want clear insights, real talk, and practical solutions that drive results. I also have a deep understanding of both finance and operations, meaning I can bridge the gap between numbers and real-world execution.

I’ve helped companies go from chaos to clarity, from burning cash to profitability, and from guesswork to strategic growth. Whether it’s restructuring a struggling business, identifying hidden profit opportunities, or helping founders finally feel confident in their numbers, that’s what makes this work fulfilling!

At the end of the day, my job isn’t just about balancing books—it’s about helping businesses build legacies, create jobs, and achieve financial stability.

Do you have any insights you can share related to maintaining high team morale?

The best leaders understand one simple truth: if you take care of your people, they’ll take care of your business. Too many companies chase profits at the expense of their team, only to realize that burnout, turnover, and disengagement cost them more in the long run. Prioritizing people isn’t just the right thing to do—it’s the smartest business strategy.

1. Invest in Your Team’s Growth
If employees feel like they’re just a line item on a spreadsheet, they’ll treat their job as just a paycheck. But if they see a future for themselves, they’ll invest their energy into the company’s success. When you invest in people—whether it’s training, mentorship, or career growth—they stay, they innovate, and they care.

2. Build a Culture of Trust & Transparency
People don’t work harder just because you demand it. They work harder when they believe in the mission and trust leadership. Transparency fosters trust, and trust fuels commitment. If your team knows the “why” behind decisions, they’ll be more engaged in making things happen.

3. Recognize That Happy Employees Drive Revenue
Think about the best customer experiences you’ve had—chances are, the people delivering them were engaged, motivated, and felt respected. Happy employees create happy customers, and happy customers drive repeat business, referrals, and long-term profitability.

4. Work-Life Balance Is a Business Strategy
Burnout isn’t a badge of honor—it’s a liability. Exhausted employees make mistakes, lose creativity, and eventually leave. Companies that prioritize work-life balance aren’t “soft”—they’re smart. The best teams are built on sustainable productivity, not relentless exhaustion.

5. Profits Follow When People Come First
When leaders prioritize their people—through growth, trust, recognition, and balance—profits naturally follow. A motivated, engaged, and valued team will always outperform a burned-out, underappreciated one. The businesses that win long-term aren’t the ones squeezing every last cent out of their employees—they’re the ones building a culture where people want to stay and succeed.

At the end of the day, numbers matter, but people matter more. Take care of them, and they’ll take care of the bottom line.

What’s been the most effective strategy for growing your clientele?

The key to growing my clientele has been building genuine relationships and providing real value before the sale. In financial consulting, trust is everything—business owners want more than just a service; they need someone who understands their challenges and goals. Instead of focusing on aggressive sales tactics, I prioritize being a trusted expert and problem solver.

Word-of-mouth and referrals have been the biggest drivers of growth. When clients see real impact, they naturally recommend my services. I make it easy by framing referrals around value: “I’d love to help more businesses like yours. If you know someone who could benefit, I’d be happy to chat.” This keeps the focus on service rather than a transaction.

Purposeful networking has also played a major role. I don’t collect business cards—I build connections. Many of my best clients have come from casual conversations where I shared insights without expecting anything in return. By consistently engaging in business groups, industry events, and online spaces, I stay top of mind when financial expertise is needed.

Education and thought leadership have been another key strategy. Many business owners don’t realize they need a Fractional CFO until they see how one can help. By sharing financial insights on social media, speaking at events, and hosting free workshops, I establish credibility and attract clients who are ready to take control of their finances.

Finally, targeted outreach works when it’s strategic. I don’t believe in mass cold emails, but when I see a business struggling, I reach out with a tailored message and a quick win—whether that’s a free financial audit or a strategy call. This builds trust and often leads to long-term engagements.

At the end of the day, business growth isn’t about chasing clients—it’s about attracting them by providing real value. When you consistently help people and prove your expertise, the right clients come to you.

Contact Info:

• Website: https://www.westernreserveconsulting.com
• Instagram: https://www.instagram.com/westernreserveconsulting/?hl=en
• Linkedin: https://www.linkedin.com/company/western-reserve-consulting