Why Work With Keystone?
Scott Broady | Strategic Coach & Consultant | Keystone Marketing & Sales Alignment
key·stone • noun: The central supporting element of a whole, on which all else depends.
After completing my Journalism degree and fine-tuning my storytelling skills, I started my marketing career at a global computer hardware company that seemed to operate under the philosophy of “build a better mousetrap and the customers will come”. I would later learn why this strategy was misguided.
"I started Keystone to bridge the disconnect between sales and marketing"
I went on to work for a series of smaller, expansion-stage companies, where I continued to manage campaigns, write feature/benefit statements, and create slick corporate brochures that none of our top sales reps used. I then began to suspect that everything I’d been taught about Marketing was WRONG! or at least misaligned with the way customers made buying decisions and how top salespeople helped them navigate that process.
In 2004, I embarked on a mission to bridge the gap between marketing and sales, thereby helping business owners to increase the value of their companies. I have been fortunate to work with some very smart people who taught me that marketing is not a function or department, but rather a feeling that people get from dealing with their business. At Keystone, we help you clearly define your strategic objectives, before implementing a structured and repeatable system that will enable you to execute on your vision.
What I’ve discovered over the years is that it’s not what you sell but rather how you sell that really matters. I believe there is an urgent need for companies to redefine sales & marketing’s role in creating value and helping the right customers to navigate through their Buying Journey.
In 2004, I embarked on a mission to bridge the gap between marketing and sales, thereby helping business owners to increase the value of their companies. I have been fortunate to work with some very smart people who taught me that marketing is not a function or department, but rather a feeling that people get from dealing with their business. At Keystone, we help you clearly define your strategic objectives, before implementing a structured and repeatable system that will enable you to execute on your vision.
What I’ve discovered over the years is that it’s not what you sell but rather how you sell that really matters. I believe there is an urgent need for companies to redefine sales & marketing’s role in creating value and helping the right customers to navigate through their Buying Journey.