How it works
From commercial objective to account-level action.
The HOUSE Framework is how we run every engagement. Five stages, in order. Strategy comes before activation, and every stage produces something the client can act on.
H
High-value objective
Define the movement before anything else: acquire, accelerate, expand or defend. One objective per programme, agreed with sales, with a named account list attached to it.
- The commercial outcome, stated in sales terms
- The accounts the outcome depends on
- The evidence that will show movement
O
Organize the accounts
Prioritise and segment by commercial potential, size, sales stage, strategic importance and recommended investment. Tiers are drawn to scale so everyone sees where the weight sits.
| Segment | Assumption | Basis |
|---|---|---|
| SME, up to approx. 200 employees | approx. SEK 500 per account | Reachable audience per account |
| Larger accounts | approx. SEK 1 000 per account | Larger buying group, more functions |
| Initial audience or objective | approx. SEK 25 000 | Useful starting level per audience |
Final recommendations depend on geography, reachable audience, buying-group complexity, content and objective.
U
Understand the buying group
Identify the relevant functions and decision-makers inside each account. Buying-group logic, account intelligence, intent and engagement signals decide who we need to reach and in what order.
S
Shape the experience
Messaging, content, ad formats, landing environments and sequences, built per segment, buying group and motion. The same account never receives the same message as a cold one.
Message per motion
Acquire educates. Accelerate proves. Expand extends. Defend reassures.
Content per function
The CFO, the practitioner and the executive sponsor need different evidence.
Destination per stage
Landing environments and content destinations built where the buying group actually lands.
E
Execute, evaluate and evolve
Activate through leading ABM technology and relevant channels. Analyse at account level, identify movement and recommend the next action for marketing and sales — every cycle, not at the end.
- 01
Activate
Audiences, budgets and sequences live across the selected channels.
- 02
Measure at account level
Engagement, buying-group coverage, stage movement and pipeline influence.
- 03
Recommend
A written next action for marketing and for sales, per segment and per priority account.
- 04
Evolve
Reallocate budget, refresh content and re-tier the list as accounts move.