Cross-channel engagement, built faster

How BAC helped Iterable's marketing team ship faster, scale smarter, and build real engineering culture — without the overhead of permanent hires.

The Challenge

Move fast without breaking the bank

The Iterable marketing department needed to increase the speed at which they develop and iterate on their marketing website in order to achieve key company growth metrics.

They also needed the flexibility to change directions quickly and increase or decrease team output as needed. Hiring in house is a lot of investment, slow and difficult to quickly scale up and down.

Therefore they engaged with BAC to bring needed expertise and resources quickly.

Client

Iterable

Industry

MarTech / Customer Engagement

Engagement

Team Augmentation

Team Size

2 → 6 (scaled 3×)

Approach 1

Enhance & Augment Team — NOT “Over the Fence”

At BAC we try to avoid the traditional “over the fence” agency development model. In an ideal engagement we quickly learn what internal resources a team has and what its upcoming objectives are and then augment the team with additional experts: devs, designers, PMs as appropriate.

From there, the team (both BAC and client) work together to quickly and iteratively achieve objectives.

  • PM
  • Dev
  • Initial internal team
  • PM
  • Dev
  • Dev
  • Arch
    • BAC developer & architect
  • PM
  • Dev
  • Dev
  • Arch
  • Dev
  • Des
    • 2nd developer & designer

Results

✓ Faster iteration and flexibility
✓ Better communication
✓ More learning

Approach 2

Best Practices — SDLC & CI/CD

In order to work together effectively, especially when team members are in different time zones, we need a set of lightweight team processes. Each team is different so we start each engagement by tailoring a team process selecting from our experience of best practices.

Iterable's internal marketing dev team was new and small and therefore had very little process in place so within the first week of the engagement we worked together to design and implement a SDLC and CI/CD pipeline.

Scrum Process

📋 Step 1

Project Tracking

Asana for visibility and accountability

🔄 Step 2

Daily Standup

15 min — updates, blockers, quick syncs

🚀 Step 3

Biweekly Sprint

Planning + retro — improve and plan ahead

Git Branching & CI/CD Pipeline

We set up buddy.works pipelines so branches automatically deployed to corresponding environments. Developers push → auto-deploy → review → merge → release.

  • Feature
  • Dev
  • Master
  • Staging
  • Prod
  • auto-deploy
  • code review + PR
  • auto-deploy
  • release

Impact

What changed

  1. Quick feedback and faster release cycle
  2. Safer releases and less bugs
  3. More flexibility to change work
  4. Predictable work and streamlined communication
  5. Learning from feedback and code reviews
  6. Easy to add/remove additional resources to team

Ready to work like this?

Whether you need to augment your team, build process from scratch, or ship faster — we're ready to help.