Inner Balance
<1% → 40%
CRM-attributed revenue · 50 quiz-powered flows in Klaviyo
See the workService · CRM & Lifecycle
Email, SMS, push, and in-product messaging orchestrated as one lifecycle program — built on Klaviyo, Braze, Iterable, HubSpot, Customer.io, Postscript, or Attentive. Wherever you live, we ship.
Programs we run · Named, numeric
Inner Balance
<1% → 40%
CRM-attributed revenue · 50 quiz-powered flows in Klaviyo
See the workRhoback
+300%
signup conversion · 50+ A/B tests in 90 days
See the workZero
4 yrs
embedded CRM team · SendGrid → Braze → DAU lever
See the workWho this is for
BRCG works across industries. The team has shipped CRM, paid, SEO, and product work for DTC, gaming, fintech, social, marketplace, and nonprofit. What matters is the situation. If one of these reads like the room you're sitting in, the work below is built for you.
Three or more ESPs in the stack and no source of truth for what's actually sending.
Consolidation audit, ESP migration plan, parallel-write strategy so the program never goes dark on a send. Single source of truth by the end of the engagement.
02Sub-fifty-million ARR and lifecycle is one overworked person doing every send themselves.
Ops bench. We run the certified platform work, the experiments, the migrations, and the deliverability watch that lead can't get to.
03Hundred-million-plus ARR, in-house CRM lead, and a real backlog they can't burn down.
Senior extension. A/B testing at scale, agent builds, ESP rebuilds, dashboarding. The work the in-house lead would do if they had four more of themselves.
04Pre-launch or under a thousand customers. Need lifecycle foundation before the team scales.
Event taxonomy, segmentation foundation, the first five lifecycle programs that earn their keep on a thin team. Built to scale without rework.
05ESP migration is on the calendar and it's keeping you up at night.
Parallel-write architecture, daily migration tracker, week-by-week dependency map, hypercare plan. No black-box cutover, no dark days.
06Deliverability has been quietly degrading. Open rates trending down for two quarters.
Sender-reputation rescue. SNDS monitoring, postmaster tools, IP warmup ramps, list hygiene, authentication audit. Same-day triage on a degraded domain.
What we run on
Certified, fluent, and shipping production work on every tool below. No theoretical knowledge — only platforms we've built programs on.

Certified · DTC focus

Certified · Enterprise

Certified · Cross-channel

Certified partner · B2B

Workflow-first

Shopify SMS

Multichannel SMS

Enterprise migration
Hightouch
Reverse-ETL backbone
Template design system
What you receive
Concrete outputs, not slide decks. Each one shows up in your stack and your inbox — never as a PDF.
48 hours
List growth, program performance, total CRM-attributed revenue, forecasts, and three-to-five opportunities sized in dollars. Built from your live data, never a template.
Always-on
Migration tracker, daily send performance, attributed revenue trend, lifecycle map, data spec, roadmap. Visible end-to-end, every day.
Ongoing
Designed for your specific business, your data, and your audience — mapped against your funnel. Wired on your platform, exported as MJML or platform-native. Yours to keep.
Weekly
What shipped, what moved, what's next. Email or Loom. Always under 5 minutes.
The artifact
This is what we ship in the first 48 hours of every CRM engagement. The brand name is synthetic, the numbers are synthetic — the shape, the depth, the opportunities sized in dollars, and the takeaways are exactly what your team would receive on day three. Most agencies ship a discovery deck. We ship the deliverable.
BRCG's audit is a 24-to-48-hour read on your lifecycle program — list growth, campaign performance, CRM-attributed revenue, and the three opportunities worth more than the rest combined. Built from your live data, not a template.
Lifecycle drives 17.4% of revenue. The benchmark for this category is 25–35%.
List growth dropped 91% from its summer peak. Three flows carry 78% of program revenue — and one of them is the welcome series, which is converting at 2.1% against a 4–6% bar. The headroom is the audit.
CRM-attributed revenue · forecast
The current 26-week actual, the baseline 12-month forecast at today's cadence, the same forecast with the audit opportunities shipped, and the gap to the category benchmark.
01
Total CRM-attributed revenue · 26-wk window
$6.6M
Shopify-native tracking + ESP-attributed sends · live API read
02
12-month forecast at current cadence
$13.2M
Baseline extrapolation · before opportunities
03
12-month forecast with audit opportunities shipped
$19.4M
+$6.2M upside · sized per opportunity below
04
Lifecycle share of total revenue
17.4%
Benchmark 25–35%. The audit identifies the gap.
§ 01
List growth
Net new subscribers fell 91% from the July peak. The shape of the curve matches a one-time historical import, not ongoing acquisition. The organic store has zero list-build infrastructure standing today.
§ 02
Lifecycle campaign performance
Steady newsletters convert at $0.80–1.07 RPR. The promo blasts that double send-volume return less than 15% of the cadence-floor RPR. The juice is in restraint, not reach.
Biggest opportunities · sized
The audit ends with the three-to-five opportunities sized in dollars + shipped within the first 60 days of the engagement. Built for this client's stack, not a template.
Rebuild welcome series · 5-touch
Current welcome converts at 2.1% against a 4–6% bar. New sequence: brand story, social proof, bestseller spotlight, first-purchase incentive, FAQ. Ship week 2.
Stand up organic-store list-build
Sister store has zero list capture today. Build popup + quiz + checkout opt-in. Backfill 6 months of order history into the lifecycle program.
Replenishment flow · predictive
1.4M of the 1.72M list has at least one prior order. Build replenishment trigger firing X days before predicted reorder date. Per-SKU intervals.
Win-back · 60d / 90d / 180d
Currently zero win-back automation. 87K subscribers lapsed in the 60–180d range. Three-touch sequence with increasing offer depth.
TL;DR — six things to know
The live operating surface
Lifecycle migrations are where programs go quiet. The status of every event, attribute, and segment is visible end-to-end, every day, for the length of the engagement. Live status, behavioral triggers, model-training progress, backfill state. The dashboard runs in your stack, not ours.
Live
3shipping in production
Rolling out
3warming up
Legacy
2static, scheduled to retire
Planned
2queued for next sprint
How we work
Each phase has a defined output. Nothing ships without one.
Day 1-2
Live API read of your ESP, behavior data, and revenue. Free, 48-hour turnaround.
Week 2-4
Events, attributes, segments, templates. Parallel-write where it matters.
Ongoing
Lifecycle programs designed for your specific business — mapped against your funnel, your data, your audience. Built once, owned by you.
Always-on
Subject-line bandits, send-time AI, predictive segmentation. Weekly readouts on what shipped, what moved, what's next.
Full scope
Lifecycle audit — every program mapped, gaps sized, revenue leakage identified in 48 hours
Lifecycle program builds, designed for your specific business — no templated flow library swapped between accounts
ESP migrations across Klaviyo, Braze, Iterable, HubSpot, Customer.io, Postscript, and Attentive with parallel-write integrity
Data + CDP integrations — Segment, mParticle, Rudderstack, Hightouch wired to your warehouse
AI-powered send-time, send-frequency, and dynamic personalization tuned to your data
Deliverability rescue — sender reputation, IP warmup, postmaster + SNDS monitoring
Weekly readouts on what shipped, what moved, and what's next
How the work runs
The work runs against the same cadence regardless of service. Every column is something we ship on every engagement — the right side is what most agencies actually deliver.
Audit
48 hours, built from your live data.
4-6 weeks of discovery decks and a kickoff workshop.
Weekly readout
Under five minutes. What shipped, what moved, what's next.
Monthly QBR deck. Slides, not signal.
Operating dashboard
Live and visible end-to-end. Pull it up any day.
PDF in email when reporting day comes around.
Experiment cadence
A/B tests shipped weekly. Documented every time.
Tests scoped quarterly. Results discussed in slides.
Deliverability
Owned. Sender reputation watched daily. Triaged same-day if a domain wobbles.
Flagged to the platform when complaints spike.
Migration risk
Parallel-write where it matters. You never go dark on a send.
Hard cutover. Hold your breath through hypercare.
Featured case · Inner Balance
Where they were
A rich quiz onboarding sitting completely unused. Email driving less than one percent of revenue. Sends went out as generic broadcasts to a list that the quiz had already segmented for them.
What we built
BRCG migrated the program to Klaviyo and built fifty-plus personalized lifecycle flows mapped to quiz answers, purchase history, and product category. Segmentation now keys off behavior plus stated preference, not list dump.
What it produced
Email's share of revenue moved from under one percent to forty percent. The quiz became the highest-converting acquisition surface in the business. The CRM program is now compounding instead of leaking.
Get started
No deck, no pitch. Tell us about your stack — we'll reply with where we'd focus first.
Built from your live data, not a template. Turnaround under 48 hours.
FAQ
Audit ships in 48 hours. Build starts in week 2 once findings are signed off. First live deliverables go out by week 4. There are no quarterly timelines.
Depends on the starting state. The audit calibrates the number against your actual data, not a benchmark deck. Where the baseline is broken, first weeks usually move 20-40% on opens or clicks. For mature programs we hunt incremental: 5-15% on the right cohort, compounded across six months. We won't promise a number on the first call we can't show you the math for.
The operator who runs your audit ships the work. On Rhoback, the same person who ran the audit ran every one of the 50+ A/B tests. On Inner Balance, the operator who scoped the quiz integration built the 50+ flows it powers. Typical BRCG team: two or three specialists embedded directly in your stack and your project board.
That's a preferred starting condition. We work alongside in-house leads as the ops bench — platform certifications, the experiments their team doesn't have cycles for, the migrations no one wants to own. Several of our longest accounts have full in-house teams who use us for the work they shouldn't be doing themselves.
In scope: strategy, audit, builds, experiments, weekly readouts, dashboards, platform migrations, agent and AI tooling work. Out of scope: ad media spend (no commission, ever), full creative production for video, brand identity. Scope is explicit in the SOW so there are no surprises on month two.
Weekly readout, always under five minutes. What shipped, what moved, what's next. Email or Loom, your call. The live operating dashboard runs in the background: migration tracker, daily send performance, attributed revenue trend, lifecycle map. You can pull it up any day.
We do. Sender reputation, postmaster monitoring, SNDS, blacklist watching, warmup ramps. If a domain ever gets in trouble we triage the same day. This is the operational table-stake that gets dropped at most agencies and we treat it as non-negotiable.
The work shifts from rebuild to operate. The audit identifies three to five opportunities sized in dollars; months one through three ship the rebuild. Month four onward is steady-state operations: testing, optimizing, new flows as the business evolves. Most engagements compound. Few taper.
No. We work month-to-month after a 90-day minimum. If we're not driving outcomes you should be able to leave clean. We would rather earn the next month than lock you into one.
Embedded by default. We work inside your stack: your Slack, your CRM, your ad accounts, your project board. Like an extension of the team, not a vendor sending decks.
In their words
BRCG led our SendGrid → Braze migration four years ago and they've been our CRM team ever since — campaign ops, experimentation, rebrands, integration planning. Braze is now a real DAU lever for the product, not just transactional email.
Marketing leadership
Zero
Zero
More work
Book a call. We'll create a free audit on your stack — what's working, what's not, what we'd change first.
Book a growth call