Ep. 2 Interview– Kristi Gaudioso

Transcript from the show:

Amanda:
Hi everyone, and welcome to this episode of “Female Fractionals.” I’m your host, Amanda Nissere. I’m thrilled to introduce today’s guest: fractional sales leader Kristi Gaudioso.

Kristi has over 25 years of experience improving sales performance and driving revenue growth across startups and enterprises. She’s the Founder and CEO of Luminate Consulting, where she builds go-to-market strategies and helps companies scale revenue through full-cycle sales teams. Her philosophy? Sales is about solving client problems—not pushing products.

Kristi spent over 13 years at Microsoft, where she led teams and business lines before transitioning back to the startup world to build sales teams from scratch. Two years ago, she founded Luminate Consulting to do what she loves most—helping founders turn their visions into repeatable, scalable revenue streams. She’s also the leader of the Chief Fractional Network, which is where we met.

Let’s jump into the conversation. Kristi, welcome to Female Fractionals, and congrats on your two-year anniversary!

Kristi:
Thank you so much! Yes, we’re very excited, and I’m so happy to be here today.

Amanda:
Let’s start with your story. What brought you to fractional work?

Kristi:
Sure! My background is in sales and sales leadership. I started out in software telemarketing, then moved into a startup that was acquired by Microsoft. I spent over 13 years at Microsoft, which was an incredible place to grow as a leader and strategist.

When I left, I returned to the startup space to take everything I’d learned and apply it in a more hands-on, build-from-scratch way. I led global sales teams in a few startups and absolutely loved it. Then I paused to think about what energizes me—where I find joy in my work. For me, the thread has always been building—figuring things out, solving problems that haven’t been solved before, and collaborating with teams to make it happen.

I hadn’t heard of fractional work until someone in the Chief network mentioned it, and I immediately loved the idea: doing the part of the job I love most, over and over. Once a sales org is up and running and everyone’s at 200%, I get bored. So this model—coming in, building, and moving on—just made sense.

I launched Luminate Consulting two years ago to offer fractional CRO services. About five months ago, I expanded the firm, bringing in a few trusted former colleagues to offer full-cycle sales support. Our mission is to help founders build repeatable, predictable revenue—and in doing so, help create healthier, more successful companies.

Amanda:
I love how you’ve designed your business to align with what brings you joy. Let’s take a step back: for people who may not be familiar with the concept, how do you define “fractional,” and how do you differentiate it from consulting?

Kristi:
Great question—and one we’re asked often. Fractional means stepping into a role as a fully embedded leader, but only for a fraction of the week. So instead of being a full-time CRO at one company for 3–5 years, I get to work across multiple clients. That not only feeds my curiosity, but it also accelerates my learning. I’m exposed to so much more than I would be in a traditional role.

As a fractional, I’m fully accountable. I manage teams, present to boards, set strategy—the same responsibilities I’d have full-time, just in fewer hours. For the client, it means they can bring in senior leadership earlier than they typically could afford, and they gain the benefit of my experience without needing someone 40 hours a week.

Consulting is more project-based—advisory or execution support on a defined timeline. Fractional is more integrated and strategic. I’m part of the team.

Amanda:
Now that you’ve been at it for two years, what advice would you give to someone considering the leap?

Kristi:
First: know your “why.” Some people enter the fractional space because they want more balance or flexibility, but end up recreating the 90-hour workweek. That’s not sustainable—and it misses the point.

For me, I realized after losing my mom that I didn’t want to keep putting work ahead of everything. But just two weeks after her passing, I took a CRO job. That moment sticks with me—I had clarity about my priorities, and I let it go. When I started my firm, I was determined to build something that aligned with how I wanted to live.

That doesn’t mean I work less—we work hard—but I have more control, more intention. I choose who I work with, and I do work that I love with people I genuinely enjoy. That makes all the difference.

And second: figure out what makes you unique. The space is growing fast. In early 2021, there were about 8,000 people on LinkedIn with “fractional” in their title. Last week, it was over 150,000. So differentiation matters. Know your strengths, and don’t be afraid to niche down.

Amanda:
That’s such a recurring theme—people start broad, then narrow in once they realize where they thrive. You also have a passion for developing fractional leaders. Can you tell us more about that?

Kristi:
Absolutely. When I started, it felt lonely. I was used to big teams, constant collaboration—and suddenly, I was on my own. So I created a community for people either already working fractionally or “fractional-curious.” It’s a space to learn, grow, and support each other.

The heart of it is my desire to help people find their joy. When someone lands their first client—or even fires a client that’s not the right fit—we celebrate that. Those are important milestones.

We started with about 20 people on our first call, and now we’re over 400. There’s such a need for support and shared learning in this space.

Amanda:
As a member, I’ve seen that growth firsthand—and I’m always amazed at how helpful and generous the community is. Let’s talk about your client base. How do you identify the right clients for your business?

Kristi:
For me, the key is readiness for change. If a leadership team is resistant or views a fractional as “less committed” than a full-time hire, it’s hard to be effective. I look for clients who are open, collaborative, and willing to try new things—especially in sales, where there’s so much testing and iteration involved.

I don’t focus on company size. I focus on challenges: stalled deals, unclear go-to-market strategy, long sales cycles. If those things are happening, that’s where we can help.

Amanda:
How are you finding those clients?

Kristi:
Mostly through referrals and networking. I haven’t done much marketing yet—it’s on my list—but networking has worked well. I set a goal of attending two networking events a month. I also connect with investors and founders regularly, which helps both in terms of business development and identifying talent for my firm as we grow.

I like connecting people—it’s natural for me. I don’t think of it as “networking,” per se. It’s just authentic relationship-building. And those relationships have been the foundation for growing my business.

Amanda:
Speaking of growth—how have you found balance while scaling the business, delivering client work, and maintaining your personal life?

Kristi:
It’s a constant calibration. Early on, someone in our community shared a framework: categorize your work into high-impact things only you can do, high-impact things others can do, low-impact things you should stop doing, and low-impact things you can delegate.

That helped me realize I didn’t need a VA—I needed other sales professionals. So I brought in people I’d worked with before, built trust with, and who shared my approach. We meet weekly, divide responsibilities clearly, and collaborate constantly. Everyone has their role, and we make sure our clients always feel fully supported.

And yes—everyone on the team has a life outside of work. That’s important to me.

Amanda:
Do you remember the moment when you knew it was time to bring others into the business?

Kristi:
Yes. I had three active clients and three more proposals out at the same time. I realized that if even two of those came through, I’d hit my limit. I also had someone I’d worked with before who was between jobs, so I brought him in temporarily. That experience showed me it could work—and gave me the confidence to build a small team. Now we’re four, but I see that growing this year.

Amanda:
I love how intentional you’ve been. What’s one key lesson you’ve learned along the way—good or bad?

Kristi:
A good one: I’ve learned that my past experience managing multiple things prepared me really well for this work. I love switching between projects and bringing curiosity to every conversation.

A tough lesson: early on, I underpriced myself. I bid on a nonprofit project with a price so low, they didn’t take me seriously—even though they loved my proposal. They assumed I wouldn’t be as committed as the other bidder, who quoted five times more. I lost the work, and it stung. But it taught me an important lesson: don’t undervalue yourself, even early on.

Amanda:
Such a valuable insight. Pricing comes up so often in this space—we may need to bring you back just to talk about that!

Kristi:
Happy to. I now coach others on pricing because there’s still so much confusion around how to price fractional work. More transparency will benefit all of us.

Amanda:
Okay—let’s close with our rapid-fire round. One word or one sentence per answer. Ready?

Kristi:
Let’s go.

Amanda: First job that taught you something valuable?
Kristi: Working at a carnival—taught me how to talk to people and get over being shy.

Amanda: Best investment you’ve made in yourself?
Kristi: I read a new book every two weeks.

Amanda: Most unexpected skill that’s helped your career?
Kristi: Being a connector—and staying genuinely curious.

Amanda: Favorite way to celebrate a win?
Kristi: Champagne.

Amanda: Most used emoji in professional texts?
Kristi: I make custom emojis—sometimes even based on AI headshots gone wrong.

Amanda: Dream company HQ location?
Kristi: Caribbean… or Italy… maybe South of France. Anywhere without snow.

Amanda: Dream superpower?
Kristi: Photographic memory—I want to retain every word of every book I read.

Amanda: That would be incredible—and maybe a little terrifying! Kristi, thank you so much for being here. This was such a rich, insightful conversation. I’ll link to Luminate Consulting and your community in the show notes. Is there anything else you’d like to share?

Kristi:
Just that I’m always happy to connect with others—whether they’re considering fractional work or looking to bring a fractional in. This space is growing quickly, and I’m excited to be part of shaping it. Thanks for having me!

Amanda:
Thank you! And to our listeners—please like, share, follow, and help us spread the word about Female Fractionals. See you next time.

Resources & Links:

🔗 Kristi’s company: Luminate Consulting Services https://luminateconsultingservices.com/

🔗 Connect with Kristi: https://www.linkedin.com/in/kristigaudioso/

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