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The Brief:

Aligning sales and marketing to support growth

Keylink, a leading UK supplier of chocolate and chocolate-related products, was navigating a period of change while seeking to expand its presence in the bakery sector. The Managing Director wanted a fresh perspective on the company’s communications and marketing approach, and how it could better support Keylink’s growth ambitions.

Consultancy

Keylink logo

My work with Keylink began with desktop research and leadership briefings to understand the commercial context before bringing the sales and marketing teams together for a structured workshop.

Over two days, I mapped current ways of working, tools, systems and capabilities. I also:

• Facilitated a candid SWOT analysis
• Explored opportunities to strengthen alignment between sales and marketing
• Identified quick wins alongside longer-term priorities

WHAT I UNCOVERED

The team was committed and capable but operating without the structure needed to deliver consistent strategic impact.

Key themes included:

  • Opportunities to strengthen alignment between sales and marketing
  • Customer data sitting across multiple systems, limiting insight and opportunities for segmentation
  • Existing tools and platforms that could be leveraged more effectively to support measurement and reporting
  • Untapped opportunities to amplify Keylink’s deep market knowledge through trade media and other communications channels

STRATEGIC FOCUS AND RECOMMENDATIONS

My recommendations focused on putting the right foundations in place for scalable, measurable growth.

  • Create a more joined-up commercial engine by aligning sales and marketing around shared objectives, clearer planning and more consistent collaboration
  • Strengthen the role of data in decision-making by improving how customer data is captured, connected and used to inform activity and measure performance
  • Shift from activity-led to outcome-led marketing by introducing clearer definitions of success and a more disciplined approach to prioritisation and measurement
  • Enhance the effectiveness of key channels by building on existing platforms and activity to drive greater engagement and consistency across digital channels
  • Increase visibility and authority in the market by becoming more proactive in sharing expertise, insight and customer stories.

I captured my recommendations in two documents:

  • A strategic overview for the Managing Director, highlighting key opportunities and recommendations
  • A practical action plan for the marketing team, focused on implementation

EARLY IMPACT

Following the workshops, the team developed:

  • A clearer understanding of strengths, opportunities and priorities
  • Greater alignment between sales and marketing
  • Positive momentum in addressing data and systems challenges, including progress with CRM implementation
  • A more structured approach to digital communications

LOOKING AHEAD
This initial piece of work created a strong platform for change. The next phase is about embedding these foundations and accelerating impact through:

  • A fully integrated sales and marketing approach
  • Smarter use of customer data and insight
  • Increased visibility across both chocolatier and bakery audiences
  • A more measurable contribution to commercial growth

For me, the most valuable aspect was having a highly experienced comms and marketing professional take a critical look at how we are set up and how we work. With no prior knowledge of our industry or business, Marcie teased out the issues we needed to focus on. She was respectful and listened carefully while being direct when needed.

Our time with Marcie gave us a lot to think about and action. With our new CRM now set up, we’ve started creating leads and planning marketing and sales workflows. I look forward to reconnecting with Marcie soon.

Sanjeev Ramchandani

Managing Director, Keylink

Marcie brought an objective perspective to our project, that helped us refine our sales and marketing strategy, strengthen alignment across the teams, and establish clear priorities for growth.

Her expertise, collaborative approach and ability to challenge us when we needed it ensured every session delivered actionable value. The work has given us a solid foundation, and we’re already seeing the benefits as we put the strategy into practice.

I’d highly recommend Marcie and I hope we get to work together again in the future.

Toni Dunleavy

Marketing Manager