B2B growth strategy for companies that are ready to move.
Fractional leadership and adaptive strategy for B2B companies across New Zealand.
Proud to be working with
The Growth Decision Session
A live working session plus a private Thinking Space with two Flux
specialists — built for B2B leadership teams who want clarity on
what’s holding growth back and the confidence to act on it. 14 May 2026.
$950 per team. Two sessions, one investment.
Leaders today face impossible situations
When the old playbooks stop working, most leadership teams already know it. The hard part is getting clear on what needs to change and moving before the market forces the decision.
Flux works with B2B companies across New Zealand to build adaptive strategy, align leadership teams, and get commercial momentum back. We read the signals and embed fractional expertise alongside you, staying close until the strategy is in motion and commercial results are visible.
Our focus is rooted in four areas:
Network Intelligence
System Thinking
Adaptive Strategy
Ecosystem Focus
Our Services
Business Strategy
Get clear on where you're competing, how you create value, and what needs to shift to grow.
Operational Efficiency & Change Enablement
Remove the internal friction that's slowing growth and costing commercial momentum.
Managed Services / Fractional Growth Leadership
Senior fractional leaders embedded in your business to drive strategy and execution — without the full-time overhead.
Brand Strategy
Build a market position that makes you the obvious choice for the right customers - through distinctiveness, meaning and relevance.
Advisory Pods + Adaptive Leadership Coaching
Stay sharp between engagements — regular strategic input and leadership development to keep momentum and build the capability to sustain it.
Adaptive Marketing
& Sales Strategy
Turn positioning into pipeline — connecting brand, sales, and market execution around shared commercial goals.
Strategic Communication & Engagement Design
Making sure strategy lands clearly across leadership and teams and translates into sharp, consistent messaging in market.
These are the areas we work across. If you're not sure where your challenge sits, the Starter Programmes below are where most clients begin.
Capital or Exit Readiness
Build the strategic narrative and commercial clarity that investors and acquirers need to say yes.
This is where adaptive strategy and implementation typically start – not cookie-cutter frameworks, but a fresh lens on what’s really driving or stalling your growth right now. Whether you’re trying to step into a new phase, reposition, or untangle what’s blocking progress, these give you a clear line of sight to what matters most – and the confidence to meet the market and pursue growth with intent.
Starter Programmes
Thinking Space
This is your starting point for unpacking a key decision, resolving a critical challenge quickly, and getting senior expertise and perspective fast.
If you’re leading through complexity or want to gain momentum, here you can access senior expertise and perspectives fast.
Opportunity Lab
Map the ambition. Expose the gap.
In 10 days, get a clear line of sight to your next stage of growth and what’s required to get there.
“We know what we want, but we don’t know what needs to shift to actually get there.”
We help you get clear on what it's actually going to take, cut through the competing priorities, and identify the market opportunities worth leading now.
Strategy Sprint
Emerging tech, shifting customer expectations, and new players are changing what winning looks like, and the old approaches aren't keeping pace.
"We're losing ground. The market's moved and we haven't caught up."
In 4 weeks, we partner with you to sharpen your competitive position, value to market, align your team, and hit the market with confidence.
Market Team In A Box
From siloed, scattered effort to a cohesive growth engine.
Over 90 days, we embed fractional leaders alongside your team, combining adaptive strategy, execution, and implementation through our Expertise-as-a-Service model.
“We’re busy, but it doesn’t feel like one system.”
If you’re feeling the drag of context switching, unclear ownership, or weak handoffs, this is where we align priorities, sharpen GTM, and build a simple operating rhythm that builds pipeline and momentum, not just activity.
If you’re stuck between keeping up and getting ahead - we can help.
No matter what the starting point, we can help you with the tools, knowledge and expertise you need to lead
confidently between present and future.
THE NEXT EVOLUTION OF WORK.
Expertise-as-a-Service
EaaS is a 1:many model. You don’t just get one fractional expert; you get targeted access to the right mix of fractional leaders, cadence, and support to match where you are and what you’re trying to achieve – strategy, marketing, sales, product, ops – working together around your goals, your pipeline, and your customers.
We don’t hand you a plan and step away. We stay close, run the plays with you, and adapt in real time so decisions turn into action.
Market Team in a Box is often a starting point for Expertise-as-a-Service: a 90-day, fractional Market Team working alongside yours to turn scattered effort into a cohesive growth engine and keep strategy and execution tightly connected.
Ready to explore Market Team in a Box or a tailored EaaS Pod for your business?
Events, Partnerships & Collaborations
Success comes from bold moves, from the edge, from exploring what's possible beyond what is.
We help you do that.
Flux B2B is a New Zealand-based B2B strategy and fractional growth firm, founded by Michael Friedberg and operating across New Zealand. We work with mid-market and scaling B2B companies to build adaptive strategy, sharpen market positioning, and align sales, marketing and product around shared commercial goals. Our programmes range from focused sessions and outcomes to embedded fractional leadership engagements. We also run The CEO Table, an invite-only quarterly peer leadership series for B2B CEOs across New Zealand.
Common Questions
What does Flux B2B actually do? We help B2B companies in New Zealand get clear on where they're playing, why they're winning or losing, and what needs to shift to drive growth. That spans strategy, positioning, go-to-market alignment, and fractional leadership, depending on where the real problem lies.
Who do you work with? Typically B2B companies between $3M and $50M revenue that are trying to scale, reposition, or get more predictable commercial performance. Often led by a founder or CEO who's carrying too much of the strategy themselves, with a capable team that isn't fully aligned around the same goals.
What's the difference between Flux and a traditional consultant? Consultants give you a framework and a deck. We stay until the strategy is in motion. The bigger difference is the starting point: we treat change as the constant, not the problem. Most businesses are trying to stabilise against disruption. The ones that move fastest learn to harness it, turning market shifts and uncertainty into a commercial advantage rather than something to manage around. That's the work we do with leadership teams. Building the strategy and the resilience to keep moving when conditions change.
Are you based in Auckland? Yes. We're headquartered in Auckland with active programmes running with clients across New Zealand.