Building with Purpose: How Suzanne Scarano is Reinventing Internal Communication for Modern Teams

In this thoughtful and inspiring episode of Pivot to Profit, Pam Jordan welcomes Suzanne Scarano — founder of Forethought Marketing and creator of the “Magic Session” — to discuss how visionary leaders can foster alignment, engagement, and profitability through powerful communication. With over 29 years in marketing strategy, Suzanne has helped healthcare, education, and financial service organizations clarify their message, align their teams, and drive meaningful results — all while leading a virtual agency since before remote work was cool.

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From Dreaming of Teaching to Building a Virtual Marketing Firm

As a child, Suzanne aspired to be a teacher, inspired by the strong female role models in her classroom. That early love of inspiring others through knowledge stayed with her as she began her career — first as a supermarket cashier, then in banking, and finally in marketing. After 14 years at a traditional agency, she became frustrated by the resistance to tech innovation and inflexible workplace norms. The final straw came after a late-afternoon meeting when she was told to head back to the office — just to check email.

Sitting in her Miata, Suzanne had her epiphany: There’s got to be a better way. That night, she started writing the business plan for Forethought, a fully remote agency long before Zoom became a household name.

The Magic Behind “Magic Sessions”

Suzanne’s signature service — the Magic Session (short for Marketing Alignment Goal-Implementing Collaboration) — brings cross-functional leaders together at the very beginning of a communication initiative. These collaborative workshops foster alignment around goals, core values, target audiences, and operational constraints — all before creative development begins.

The result? Unified messaging, empowered teams, and marketing that hits the mark every time.

“If we’re not owning and writing and sharing our culture, someone else will do it for us.” – Suzanne Scarano

One standout example involved a large healthcare client working to retain thousands of newly hired nurses. Suzanne’s team developed branded “Core Vitals” and a voice feedback platform that gave every nurse a seat at the table — resulting in 94% of respondents feeling seen and valued.

Financial Smarts from Day One

Suzanne holds a business degree from Florida International University and admits she was “a bit report-obsessed” early on. Over time, she evolved from reviewing lagging indicators to prioritizing leading metrics and projections. With the help of a trusted finance team and the EOS (Entrepreneurial Operating System) model, Forethought now tracks KPIs weekly across departments.

Her best money tip? Pay yourself first. And don’t underestimate the value of tools like project management platforms, which she refuses to cut — no matter what.

What’s Next for Forethought

Following a successful Vistage presentation, Suzanne is working on a new offering designed to help smaller businesses build strong internal communication strategies — a niche that’s often overlooked but critical for growth and team retention. Launch details are expected this fall, and Suzanne is especially excited to bring her expertise to organizations that don’t have in-house communications leadership but desperately need it.

“Internal communication is the secret weapon. When employees are aligned with the mission and their role in it, everything else flows.”

Final Thoughts

For Suzanne, financial freedom isn’t just about the numbers — it’s about life on her own terms: attending her daughter’s school event, taking the day off for her husband’s birthday, and knowing she built something sustainable, impactful, and people-first.