Advertiser & Agency Account Hierarchy Management

Bring Order to Advertiser & Agency Complexity

Unify advertiser and agency hierarchies to eliminate data chaos, improve sales execution, and strengthen agency relationships.

The Strategic Challenge

For most media and ad-sales organizations, managing advertiser and agency relationships is messy, fragmented, and error-prone. Holding companies, agencies, brands, trading desks, and local buyers are represented inconsistently—often across multiple CRM instances and spreadsheets. Sellers create duplicates or ungoverned records, leaders lack a clean view of spend by hierarchy, and outreach collides across territories and teams. In a high-stakes environment, dirty data and disconnected hierarchies erode credibility, slow revenue, and strain agency partnerships.

Our Point of View

Account hierarchies are not a back-office construct; they’re the backbone of modern ad-sales execution. When agencies and advertisers are modeled correctly in CRM, and connected to planning and reporting, teams gain a single language for engagement and accountability. The payoffs are tangible: fewer rep conflicts, tighter coordination across sales teams, accurate roll-ups of spend and pipeline, and clearer reporting for forecasting and territory strategy.

After two decades helping global publishers, broadcasters, streamers, OOH networks, and retail media teams, our view is simple: clean, governed hierarchies convert relationship complexity into commercial clarity.

How V2 Helps

We partner with revenue operations and sales leadership to design, clean, and operationalize advertiser and agency account structures that endure. Our consultants bring deep ad-sales experience and Salesforce mastery to replace spreadsheet workarounds with governed, scalable models. We align stakeholders on definitions and decision rights, redesign parent-child structures across holding companies, agencies, brands, and trading desks, and embed practical processes sellers will actually use. The result is a reliable system of record that reduces friction with agencies, improves execution, and gives leaders the visibility to plan with confidence.

Integrated Salesforce Solutions

Our hierarchy engagements typically leverage the Salesforce products below to make governance stick as you scale.

Sales Cloud: Hub for advertiser/agency relationship management. Structures hierarchies, account segmentation, territory assignments, and engagement rules so teams coordinate outreach and reduce conflicts.

CRM Analytics (CRMA): Hierarchy-aware dashboards and reporting—spend by holding company, brand performance, seller activity, pipeline, and coverage—turning data into decisions that protect relationships and revenue.

Data Cloud: Unifies first-party and third-party signals to enrich hierarchies and normalize advertiser/agency identities. Establishes a consent-aware foundation so segmentation and reporting stay consistent across systems.

Mulesoft: Keeps hierarchies synchronized across CRM, OMS, billing, and downstream platforms—eliminating manual reconciliations and ensuring the same structure is used from planning through invoicing.

Recent Customer Success: From Disorganized Accounts to Agency Alignment

The Business Challenge

A global out-of-home company managed agency and advertiser records across multiple CRM instances and offline files. Sellers routinely overlapped outreach, agency spend couldn’t be rolled up to holding companies, and leadership lacked a trustworthy view of coverage and growth potential. Reporting was burdensome and late, rep conflicts were common, and agency partners expressed frustration with duplicative contact.

Our Approach & Solution

V2 led a data-governance and hierarchy redesign program. We audited and cleansed CRM data, then defined clear parent-child structures across holding companies, agencies, brands, and advertisers—aligned to territory rules and account ownership. In Sales Cloud, we enabled hierarchy governance, standardized engagement workflows, and simplified day-to-day seller tasks. We enriched key records and surfaced hierarchy-aware views in CRMA so leaders could see spend, pipeline, and coverage at the levels where decisions are made. Where needed, integrations ensured downstream systems reflected the same structure.

The Outcome

• • Consolidated, hierarchy-driven reporting for agencies and holding companies
  • Significant reduction in duplicate and orphaned accounts
  • Fewer rep conflicts and more coordinated agency engagement
  • Clearer visibility into whitespace and revenue opportunities

The clarity created a calmer operating rhythm with agency partners and unlocked material, previously hidden revenue potential as leaders could finally see and act on true spend and coverage.

We’d Be Glad To Help

If your teams are battling duplicates, conflicting outreach, or incomplete views of agency spend, we can help. V2 brings real-world ad-sales experience and a proven Salesforce-based approach to build clean, governed hierarchies that scale with your business.

Let’s start the conversation.

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