Deployteq accelerates growth and innovation with a development team from NetRom Software

Deployteq, a provider of marketing automation solutions that has experienced strong growth since the late 1990s, faced a key challenge. To realize its ambitious international expansion plans, the company required more specialized development capacity than was available internally. A development team from NetRom Software provided the solution, giving Deployteq access to high-level technical expertise. As a result, development speed increased, application quality improved, and there was more room for innovation, enabling faster rollout of new features within the platform.

Founded in 1999 and part of Inspired Thinking Group, Deployteq has more than 5,000 active users worldwide and serves clients such as Wickes, Virgin Media, and the Van Gogh Museum. Through its Customer Data Platform (CDP) and marketing automation tools, the company enables campaigns across channels such as email, SMS, and social media.

Deployteq is preparing for international expansion, with a particular focus on the United States. The development roadmap includes adapting the platform to support large, multidisciplinary teams that operate independently. U.S.-based organizations often work with datasets exceeding 100 million records, which places high demands on performance, security, and data privacy.

The availability of highly skilled developers is limited. As Product Director Steven Dorrestijn explains: “The people we need are also being approached by Google, large banks, and our competitors.”

Deployteq took a pragmatic approach in February 2024, starting with a standalone data project to evaluate the collaboration. The project exceeded expectations, after which NetRom was engaged on a more structural basis. Today, 8–10 NetRom developers work as an extension of the Dutch team, using Scrum as a shared way of working.

Each quarter, Deployteq visits the Romanian development team at the NetRom Campus. Dorrestijn explains: “I send my key people — the architect, product owner, and lead developers. They manage perfectly well without me. I sleep well because the processes are running smoothly.”

Intellectual property integrity is fully safeguarded. “We don’t see any code being copied from other applications. There’s no cutting corners just to please us,” Dorrestijn emphasizes.

• High-quality codebase: The NetRom teams are experienced in working with ISVs and actively identify new opportunities for the Deployteq platform. Communication with NetRom management is more direct and accessible compared to working with an account manager from a hyperscaler.
• Positive impact and increased focus on R&D: “The speed at which we deliver has a positive effect across the entire organization. Our internal team can focus more on R&D. Technical improvements that were previously low on the priority list are now getting the attention they deserve,” says Dorrestijn.
• Accelerated international expansion: The increased development capacity enables Deployteq to roll out features more quickly and prepare for the U.S. market, including support for large-scale datasets and strict security and privacy requirements for hundreds of millions of records.

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