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Introduction
As brands grow, so does the complexity behind their marketing structure. Teams shift from centralized control to shared ownership across partners, locations and regional leaders.
But that shift doesn’t just change the org chart—it changes everything about how marketing gets executed.
If your campaigns still depend on a single team to build, launch and manage every asset, you’re already behind. A scalable marketing structure—whether centralized, decentralized or distributed—only works when execution is supported by the right systems.
Where Execution Breaks Down in Growing Teams
Centralized Teams Get Stretched Thin
At first, having one central team manage everything makes sense. But as you expand into new regions or business units, requests multiply and timelines slip. One-off flyers. Emergency reprints. Regional pricing. Central teams can’t scale fast enough, and campaign quality suffers.
Decentralized Teams Lose Control Fast
Giving teams more independence helps with speed, but often creates brand drift. Local teams start building their own materials with inconsistent visuals, messaging or disclaimers—because they don’t have the tools to do it right.
Distributed Teams Win When Systems Work
Distributed execution is the goal for most modern brands. It offers flexibility for the field with structure from corporate—but it only works with a system that connects both sides. Without it, you’re back to guesswork, scattered files and misaligned rollouts.
The Shift IRIS Supports: From Control to Coordination
At IRIS, we don’t believe there’s one “right” model. What matters is how well your marketing can execute at scale—whether you're managing 20 locations or 2,000.
Our clients come to us with a range of structures, but the challenges are the same:
- Launches get delayed because regional teams don’t have what they need
- Brand standards slip when partners create their own versions
- Central teams get buried in one-off field requests
- There’s no real visibility into what’s happening in the market
GearBox® by IRIS is built to close these gaps—giving brands a repeatable system to deliver, customize and track campaigns across any structure.
How GearBox® by IRIS Supports Your Network—Wherever You Are
Centralized Teams
GearBox® helps streamline internal workflows so marketing teams can launch faster with less back-and-forth. Pre-built kits, locked templates and automation reduce rework and errors.
Decentralized Teams
Regional teams get access to ready-to-use content that reflects national campaigns—but with local flexibility. GearBox® provides editable templates with brand controls already in place.
Distributed Teams
This is where GearBox® shines. Campaign kits are built for scale—distributed by market, franchise or partner type—while asset tracking, vendor coordination and field usage are all captured in one platform.
Real-World Execution: How SRS Distribution Evolved Their Marketing Structure
SRS Distribution operates a complex, high-growth logistics network. With dozens of brands and hundreds of field teams, marketing needed to move quickly and stay consistent across every channel.
Partnering with IRIS, SRS implemented GearBox® to:
- Centralize access to approved marketing kits
- Empower branches to localize content safely
- Track execution and asset use by region
- Reduce one-off requests and manual edits
The result: more consistency, faster launches and a marketing structure that grew with the business.
Read the Full SRS Distribution Case Study
Conclusion: Don’t Let Your Structure Stall Your Execution
Whether you’re centralized, decentralized or somewhere in between, execution is what actually drives results.
GearBox® by IRIS gives your teams the tools they need to move faster, stay on brand and scale smarter—no matter what your org chart looks like.
Let’s make execution easier.
Contact us now to schedule a quick call or demo.
