The S.C.A.L.E. Framework

A Complete Enterprise ABM Playbook

The S.C.A.L.E. Framework is Hunter & Bard's comprehensive playbook for enterprise Account-Based Marketing. It provides a structured approach to building and scaling ABM programs that drive real pipeline.

The Five Pillars

S — Strategic Foundation

Define your ICP, build your target account list, and align sales and marketing around shared goals. Without strategic clarity, ABM becomes expensive spray-and-pray.

C — Content & Messaging

Create persona-specific content that speaks directly to the buying committee. Map content to every stage of the buyer's journey, from awareness to closed-won.

A — Alignment & Orchestration

Break down silos between sales, marketing, and customer success. ABM only works when every team is working the same accounts with coordinated plays.

L — Logic & Measurement

Build attribution models that connect ABM activities to pipeline and revenue. Track leading indicators (engagement, intent signals) alongside lagging ones (pipeline, closed revenue).

E — Execution & Optimization

Run plays, test hypotheses, and iterate. ABM is not set-and-forget — it requires continuous optimization based on real performance data.

Who This Framework Is For

  • B2B marketing leaders building or scaling ABM programs
  • Sales and marketing teams struggling with alignment
  • Enterprise companies with complex buying committees
  • Anyone tired of vanity metrics and ready to tie marketing to revenue

Visit https://hunterandbard.com/resources/scale-framework to read the full interactive playbook.

Hunter & Bard

B2B Enterprise Strategy & Positioning Consultants

Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.

What We Do

We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.

Our Approach

We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.

The Perception Formula

Perception = (Story × Visibility) ÷ Noise

This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.

Services

  • Brand & Messaging Sprint — A 2-week intensive that delivers your positioning, messaging framework, and sales narrative. Starting at $10,000.
  • US Market Intensive — A 90-day program for international B2B startups entering the US market. Includes positioning, ICP development, and go-to-market strategy.
  • US Market Cohort — A 6-month guided program for international founders expanding into the US. Includes group sessions, 1:1 coaching, and a structured roadmap.
  • Enterprise Strategy — Ongoing strategic engagement for enterprise positioning, sales enablement, and market entry. Custom pricing.
  • Design & Brand Strategy — Visual identity, website design, and brand systems for B2B companies. Led by founding designer Daina Reed.
  • Website Design & Messaging — End-to-end website strategy, design, and messaging for B2B companies entering or scaling in the US market.

Leadership

Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.

Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.

Contact

  • Website: https://hunterandbard.com
  • Email: hello@hunterandbard.com
  • Location: San Francisco, CA