Most B2B firms don't stall because they lack talent or effort.
They stall because leadership is making the same decisions over and over again — and outcomes don’t improve.
- Marketing activity increasing without momentum
- Sales spends too much time educating and qualifying
- The wrong opportunities enter the pipeline
- Messaging drifts as the business evolves
- Leaders revisit the same decisions every quarter
It’s not a problem with work.
It’s a problem with how decisions guide the work.
How I Help
I work with CEOs and leaders during moments of transition — when strategy, structure, and execution need alignment before activity begins.
This work is different because it’s not about doing more marketing. It’s about:
-
clarifying what must hold for growth to compound
-
aligning marketing and sales around how buyers actually decide
-
defining what decisions no longer need to be revisited
-
shaping a system where execution can thrive
When needed, I act as a strategic partner and creative lead to jump-start alignment. Work is intentional, time-bounded, and designed to transition back to your team once momentum is real.
This approach prevents repeated resets and removes friction before it shows up in the pipeline.
"Most leadership teams don’t have a marketing problem.
They have an alignment problem. And marketing is where it shows up first.”
– Rob Higley
How the Work is Structured
The Keystone Assessment
The Keystone Assessment is a focused diagnostic designed to identify what’s truly governing growth — before more time or money is spent.
It looks at:
- how buyers actually evaluate and decide
- how marketing and sales support that process today
- where effort is misaligned or wasted
The outcome is a clear decision map:
- what to stop
- what to protect
- what to double down on
This work stands on its own. Some clients use it to realign internally and move forward on their own.
The Keystone Framework
For teams that want help applying the clarity, the Keystone Framework provides a structured way to put decisions into practice.
This work focuses on:
- leadership alignment
- applying the decision map to real decisions
- shaping first-instance execution so direction is clear
- preventing drift over time
I stay involved to guide decisions — not to manage campaigns, tools, or teams. Execution stays with your organization or partners.
Ongoing Advisory (Optional)
Some clients choose to keep me involved periodically as a senior advisor — to pressure-test decisions, maintain alignment, and avoid slipping back into noise.
who we work with
B2B Software and IT
All sorts of B2B businesses now look to tech for solutions that drive efficiency. Great news...except for the glut of new competitors.
Professional Services
Law and accounting firms, business consultancies and others selling their expertise have unique marketing challenges.
Commercial Real Estate
In a highly competitive and volatile industry, a strong brand can help weather the storms, show your value, and win more deals.
Member Associations
Trade associations play a vital role in shaping their industries, but they must convince busy pros to become members and participate.
Sustainability Tech
It may be good for the planet, but you still have to turn prospects into buyers with a compelling case told through integrated channels.
Logistics & Transportation
The complex US supply chain provides incredible market growth opportunities for trucking, warehousing, 3PLs and others.
