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Introduction
If your brand works through channel partners—dealers, franchisees, branches or reps—you already know the challenge: you create the campaign, but someone else has to launch it.
The problem is that without the right structure, local execution creates brand drift, version control issues and fulfillment delays.
That’s where through channel marketing automation (TCMA) comes in.
At IRIS Strategic Marketing Support (IRIS), we help national brands give their partners the tools to launch approved campaigns quickly, correctly and at scale. GearBox® by IRIS is the execution engine behind that automation.
What Is Through Channel Marketing Automation?
Through channel marketing automation (TCMA) is a system that helps brands distribute campaigns to their local partners—while maintaining control over branding, customization and delivery.
It automates:
- Assigning assets based on partner tier or region
- Locking brand elements while allowing field-level edits
- Routing signage and print to fulfillment vendors
- Tracking who used what, where and when
TCMA gives national marketing teams confidence that their partners are executing with accuracy, speed and consistency.
Why TCMA Is Different From Standard Marketing Automation
Most marketing automation platforms are built for lead nurture, email or CRM-based workflows. TCMA, on the other hand, is built for real-world execution at the edge of your brand.
TCMA focuses on:
- Field customization within brand rules
- Fulfillment of physical marketing assets
- Reporting by region, partner or store
- Visibility into asset usage and rollout timing
It supports marketing operations—not just digital campaigns.
What Happens Without TCMA in Place
Local Teams Go Off-Script
They download old files or build their own. Logos get stretched, offers change and disclaimers vanish.
Fulfillment Gets Sloppy
Materials are emailed to printers. No tracking, no consistency, no proof of delivery.
Brand Control Slips
National campaigns roll out unevenly—or not at all—creating a fractured customer experience.
You Have No Visibility
Without reporting, it’s impossible to know who used what or where your campaign is underperforming.
How GearBox® by IRIS Enables Through Channel Marketing Automation
GearBox® by IRIS is the platform that powers execution at scale. It supports TCMA by giving brands control—and giving partners the tools they need.
With GearBox®, marketing teams can:
- Assign campaign kits by partner type, license or region
- Lock brand-critical elements in templates
- Allow safe edits for contact info, store hours, or pricing
- Route materials directly to fulfillment vendors
- Track asset usage and rollout across markets
It’s not just storage. It’s structured execution support for real-world marketing.
Use Case: How Fiberon Scaled Co-branded Dealer Campaigns With GearBox®
Fiberon needed to enable co-branded campaigns for its dealer network—while protecting branding and streamlining fulfillment.
With GearBox® by IRIS, Fiberon:
- Assigned materials by dealer type
- Used locked templates for safe customization
- Routed print and signage directly through the platform
- Tracked version control and usage by location
This gave their central team confidence that local execution stayed on-brand and on time.
Conclusion
Through channel marketing automation is essential for brands that rely on partners to take campaigns the final mile. It’s the difference between chaos and control—between templates that get used right, and ones that get forgotten.
GearBox® by IRIS helps brands automate the right parts of their campaign process—customization, fulfillment and usage tracking—so partners stay empowered, and marketing stays consistent.
Talk to IRIS to build a real TCMA system that scales.
