From the jmp guide:
"the Scaled Estimates command on the Effect Screening menu gives coefficients corresponding to factors that are scaled to have a mean of zero and a range of two. If the factor is symmetrically distributed in the data then the scaled factor will have a range from –1 to 1. This corresponds to the scaling used in the design of experiments (DOE) tradition. Thus, for a simple regressor, the scaled estimate is half the predicted response change as the regression factor travels its whole range."
By standardized betas (beta coefficients) they are normalized based on the scales of the factors (whose range could be much larger than 2)...so how they compare is dependent on the actual scales. They are both intending to do the same thing and that is to normalize the coefficients so they are easily compared.
"All models are wrong, some are useful" G.E.P. Box