the agency holding co
messaging matrix
Not just a document — A COMPASS FOR SMARTER SELLING
how the messaging matrix works
The Agency Holding Co Messaging Matrix is your shortcut to smarter prospecting and cross-functional alignment. It breaks down the organizational structure of the major holding companies, showing you who to talk to, what they care about, and how much influence they have.
The Messaging Matrix helps you tailor your messaging and move faster on holding company-wide opportunities.
START
what’s inside the messaging matrix
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✔︎ How-To Guide
A walkthrough on how to get the most out of the Messaging Matrix—so your team can hit the ground running.
✔︎ Holding Co Maps
Visual layouts from Eskimi and R3 that help you see the big picture across the top holding companies.
✔︎ Org Charts
Generalized org structures that show how today’s major agency players are built and where decisions are made.
✔︎ Team-by-Team Tabs
Breakdowns of centralized buyers, strategy/account teams, investment, programmatic, point solutions, and support functions like measurement, analytics, and tech ops.
✔︎ Detailed Role Profiles
Each tab outlines the role, territory (national/regional/local), what they care about, how they influence partner selection, and their buying power.
✔︎ Editable Custom Columns
Add your own notes on priority, contact info, and tailored messaging—so the tool grows with your pipeline.
✔︎ U.S.-Focused Insight
The Messaging Matrix is built around U.S. teams and agency structures.
what they’re saying
Straight from the teams who’ve used it—or wish they had it sooner.
★★★★★
“While I think this will be most helpful for younger sellers, don’t underestimate how powerful this will be for senior sellers. While we may know a lot of this in our heads, I’ve never seen holding companies so well organized and easily laid out. We will be using this across all teams, including finance, so they understand the levels and complexities of the sales process.”
Neil Ford - VP Sales Midwest and West - Big Happy
★★★★★
“This is going to serve a function in the market without a doubt. I think you’ve built something that’s gonna be very helpful to a lot of companies.”
SVP Sales & Strategy - Leading Linear + CTV Company
★★★★★
“This would’ve saved us so much time. Currently, we are building this from scratch. If we had this earlier, we could’ve plugged in names and been able to more quickly identify missing contacts for each title, versus throwing random darts at a Rolodex.”
VP Product Marketing - FreeWheel
★★★★★
“An amazing presentation. This document is going to be a great tool to help us navigate the holding cos and knowing who to talk to and who not to. Having this is KILLER!!”
Pat Perrotta - Account Director - WeatherBug
★★★★★
“This matrix is great! Now we need to go deeper with training.”
SVP Customer Experience - TV Measurement Company
FAQ
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We update it at least twice a year, and more often if there are big shifts in the industry. Each update is $599 and shared directly with you.
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No, this isn’t a database—it’s a strategic tool. The Matrix maps out roles, priorities, and influence within holding companies so you know who to talk to and how to reach them with your tools.
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Not directly—but many teams have added fields to their CRM based on the Matrix. It fits right between a CRM and a tool like ZoomInfo.
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Anyone who wants to understand and sell into holding company orgs. From AEs to execs, marketing leads to client success managers—it’s been used by all of them.
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You can edit it however you want once you’ve downloaded it, but we don’t offer custom versions.
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Yes—a recorded video walkthrough is included with your purchase. If your team wants deeper support, we also offer a half-day messaging workshop. Email beau@futureproofd.com for more details.
ready to get the Messaging matrix?
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Submit the form below and we’ll send you a video link to see more and a secure link to purchase. Once purchased, you'll get access to the Messaging Matrix and a pre-recorded walkthrough to help your team put it into action right away.