Relationship managers: The key to successful B2B partnerships

Great business partnerships don’t happen by chance. They’re built on trust, communication, and expertise. That’s where relationship managers come in. More than just facilitators, they’re advisors, advocates, and problem-solvers who help clients get the most out of the products they use.

To better understand the role of a relationship manager, we spoke with Garth Schirmer, Alliance Partnership Specialist at WEX. With years of experience managing client relationships, Garth shared insights into what it takes to support, educate, and advocate for clients every step of the way.

Building and maintaining relationships

One of the main responsibilities of a relationship manager is to establish strong, lasting relationships with clients. Garth, who manages multiple partnerships, emphasized the importance of understanding each client’s unique needs.

“I work with multiple long-term partners, some of whom I’ve collaborated with for over a decade in different roles,” he explained. “For most of them, I’ve been involved from the very beginning helping with implementation, getting them up and running with our product, and making sure it’s a smooth transition. My day-to-day work focuses on contractual obligations, identifying and working with them on growth opportunities, and tracking their progress to help them maximize their potential with our product.”

Relationship management is about being a resource for your clients

While some relationship managers get their clients through the sales team, their job is far from passive. They play an active role in onboarding new clients and ensuring a smooth transition. “Some clients need more help than others. They may have compliance issues, questions, and day-to-day concerns. My biggest asset to them is knowing everything that’s going on and having the right internal relationships at WEX to get things done quickly.”

A deep understanding of the product

A successful relationship manager doesn’t just oversee accounts, they also possess deep product knowledge to support their clients effectively. Garth takes pride in his technical expertise, which he believes is essential for his role. “I like to consider myself a product expert. I don’t like just relaying answers; I like knowing things,” he said. “I enjoy troubleshooting and providing solutions that make a difference.”

This expertise allows relationship managers to act as both advocates and educators, helping clients navigate the new product. They are often the first point of contact when questions arise and play an important role in training and supporting clients.

Acting as the client’s advocate

Beyond answering questions and providing support, relationship managers serve as advocates for their clients within their organization. They bridge the gap between different departments and make sure that client needs are prioritized.

“I make sure they feel supported,” Garth noted. “They trust that I am there for them because I have the internal relationships to get answers quickly. I can pick up the phone, connect them with the right person, and make things happen. That’s my job – to be their advocate and get things done.”

This advocacy extends beyond troubleshooting. Relationship managers also help clients navigate internal processes, contract negotiations, and compliance issues, eliminating the hurdles so they can focus on growing their business rather than getting stuck in operational roadblocks.

Supporting sales and business growth

A lesser-known but important aspect of a relationship manager’s role is assisting in the sales process. While the responsibility of selling a product may fall to dedicated sales teams, relationship managers play an important role in educating clients and helping them sell the product internally.

“For some, the WEX business payment solution is a new offering and a new line of business,” Garth explained. “They may have to sell it to their own sales team first. We connect with them for support through the onboarding process and help them understand the product and how to position it. Naturally, salespeople may be hesitant to push a product they don’t fully understand, so we work to eliminate that fear.”

Overcoming learning curves

Every new product comes with a learning curve. Even for sales teams who are experts in their current offerings, getting familiar with a new solution may take some guidance. In B2B relationships, where the end user’s experience is a top priority, sales teams want the right tools and knowledge to introduce new offerings with confidence.

To help, relationship managers provide hands-on training, simplifying the learning process and building confidence. No one wants to pitch a product they don’t fully understand, so ongoing support is key. “We’ve done sales training, had our team step in, and helped take away the fear. The ball gets rolling once they see how easy it is to sell.”

Additionally, relationship managers must evolve with their client’s needs as business grows or priorities shift. “Even our most experienced clients still reach out daily with compliance questions or unique customer requests,” Garth explained. “The job is highly variable, but that’s what makes it interesting.”

The power of industry connections

A great relationship manager does more than just maintain one-on-one relationships. They also create valuable connections between clients. As Garth pointed out, many of his clients operate in different verticals and aren’t direct competitors, making it possible to facilitate knowledge-sharing.

“I introduce people whenever I can,” he said. “If one partner is near one of our other partners who has more experience in a particular area, I connect them. I help link supplier enablement teams, product teams, and others so they can learn from each other. Best practices and shared experiences are incredibly valuable in our industry.”

Why relationship managers are the key to long-term success

Relationship managers are the backbone of successful B2B partnerships. At the end of the day, it’s not just about selling a product, it’s about building relationships that last.

Garth summed it up best: “I’m pretty much the face of WEX for my clients. I make sure they know I care about what they care about. If they need something, I’m there. That’s what being a relationship manager is all about.”

For more insights and updates on corporate payments, check out:

• Your guide to virtual card rebates
• 2025 payment trends
• Is the secret to better cash flow management AI?

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The information in this blog post is for educational purposes only. It is not legal, tax or investment advice. For legal, tax or investment advice, you should consult your own legal counsel, tax, and investment advisers.