Two years of Forza: what I’ve learned about great B2B client partnerships

Two years into Forza, I’ve realised great B2B partnerships aren’t built at a kick‑off. They’re built over time through trust, clarity and shared values, backed by consistent delivery. I’m much clearer now on the relationships where I do my best work and the ones I now politely say “no” to.

​1. Trust takes time – but changes everything

Real trust doesn’t arrive with a signed proposal. It grows once you’re doing the work. Research on B2B stakeholder relationships shows that trust and reliability are core drivers of long‑term partnerships and growth.

With the right clients there’s always a turning point: momentum builds, results land, and we move from cautious to committed. From there, conversations get more honest, decisions get braver and impact grows.

At a recent relaunch kick‑off, the CFO told me they’d ‘been here before’: a lot of talk and planning, but launches that never quite made it to the finish line. I committed that the launch date we set was the date all deliverables would be met. No excuses. We’d only just met, so there was some understandable cynicism but delivering on that promise did more to build trust than any slide deck ever could. In B2B, credibility is earned by doing what you say you’ll do.

2. Clarity removes friction

Across most Forza projects, the same three things can derail good intentions: vague or non‑existent briefs, shifting priorities and unclear decision‑making. These are classic failure points in complex B2B environments with multiple stakeholders.

Multiple stakeholders and opinions are normal. But if you start without alignment on scope and budget, you’ll pay for it later in rework, frustration and lost time. When there is upfront alignment, this will be one of the biggest predictors of project success.

Now, I push harder upfront for clarity on:

• Goals: What does success look like?

• Scope: What’s in, what’s out, what’s “later”?

• Roles: Who decides, who signs off, who’s informed?

• Timelines: What’s realistic, not wishful?

Yes, getting clear can take time. But once we’re aligned, everyone relaxes. It’s easier to say “yes”, “no” or “not now”, and momentum builds because we’re working from the same page.

Communication holds it together. If transparency lags and parts of the business move too fast on their own, you can find yourself back at square one, re‑explaining decisions and re‑justifying work. 

Don’t overcomplicate requests. A simple, crystal‑clear brief and a focused response (often 10 pages or less) beats a glossy 80‑pager — especially when you’re clear on how you’ll keep improving and building on success. Many B2B leaders now prefer concise, insight‑rich documents over long, generic decks.

3. Shared values and staying in your lane

The longer I run Forza, the more I see how much shared values matter. My favourite relationships are with clients who care deeply about their people, their customers and their communities — and want their brand to reflect that. This lines up with broader trends showing values and purpose playing a bigger role in B2B buying.

I absolutely love working with a leading gas supplier. They’re a genuinely great bunch of humans, and you can feel they live their “Yes We Can” ethos. It shows up in how they treat each other, how they show up for customers, and how open they are to doing things properly, not just quickly.

I’ve also learnt the power of staying in my lane. Heavy industry is definitely one of my sweet spots. I love the people, and I love how that sector is the backbone of this nation. It’s where I know I can deliver over and above because I understand the context, the pressures and the opportunities.

This year, I’ve said “no” to briefs where I knew I wouldn’t add the value another consultant could. And I’ve actively pursued brands where I knew I could make a real difference.

If you’re a B2B leader who sees marketing as a strategic partnership and you care about trust, clarity and shared values — Forza was built for relationships like yours.

If you’d like to explore how we can shape the next chapter of your brand, marketing and community engagement, let’s talk.