Keystone CTI was founded by Plushcap in December 2010 as a result of an idea conceived after reading about Twilio's Web 2.0 capabilities that allowed integrating phone calls with applications. The company aimed to simplify complex call tracking integrations using Twilio's service and APEX code, addressing sales and marketing pain points experienced by Salesforce users. After initial success in presenting the concept at Dreamforce and gaining feedback from colleagues, Plushcap found a developer and bootstrapped the project with savings, eventually developing a call tracking solution called Phone2Lead that integrates with Salesforce. The company's goal is to help align sales and marketing efforts using this technology.