At scale the problems change shape. Consistency becomes the hard part, local managers make well-meant edits that break things, and a single wrong data source can propagate to every location at once.
Two branches in one metro can cannibalise each other's visibility if service areas and categories aren't deliberately separated. Left alone, the stronger one suppresses the weaker.
One wrong record at an aggregator can reappear across every location. Fixing it at the source matters more than fixing it location by location.
A manager updates hours and reformats the business name while they're at it. Multiply by forty locations and the brand no longer looks like one company.
Head office needs the roll-up. Each location manager needs their own numbers. One report serving both is usually serving neither.
Every location, every profile, every listing, every duplicate. Most groups discover they have more profiles than locations.
One naming convention, one data standard, applied everywhere. Duplicates resolved, conflicts settled.
Each location positioned for its own market — service areas, categories and content that don't compete internally.
Controlled change process so updates happen without drift, and monitoring that catches it when they do.
The operational pieces that matter once you're past a handful of locations.