What is MACH?
MACH stands for Microservices, API-first, Cloud-native, and Headless. These four principles can guide organisations in selecting and implementing technology in a way that facilitates flexibility and scalability.
Microservices: Microservices architecture means breaking down applications into smaller, independent services that can be developed, deployed and scaled independently. This approach allows businesses to add or update features without disrupting the entire system.
For instance, if you're a loyalty platform provider, you might need a system that allows you to add new loyalty programs or features as your business evolves – without overhauling the entire platform.
API-first: An API-first approach means designing software so that APIs are the primary way of interacting with the system. This promotes integration and modularity, allowing different systems to communicate and work together seamlessly. APIs enable you to call on specific components and services as needed, supporting a staged approach to building your tech stack.
Cloud-native: Cloud-native technologies leverage cloud computing frameworks to ensure scalability, flexibility and resilience. Whether you use AWS, Microsoft Azure or Google Cloud, the key is that your services are always accessible and can scale according to demand. Cloud-native applications are designed to take advantage of the cloud's capabilities, offering enhanced performance and reliability.
Headless: Headless architecture separates the back end from the front end, allowing developers to manage content and functionalities independently of the user interface. This means you can update back-end services without affecting the customer-facing parts of your application. In a MarTech context, headless systems enable you to deliver personalised experiences to customers while maintaining the flexibility to adapt and evolve your back-end systems.
MACH and your tech stack
Now that we've defined the MACH principles, let's cover how to research, assess and buy the most appropriate tech solutions for your organisation, focusing on marketing technology.
Step 1: Research
You've built a strategy, pitched it to your senior leadership team (SLT), and received approval and a budget. Your first step is, of course, to thoroughly research potential vendors and platforms. You may wish to consult reports from the likes of Forrester and Gartner. Such reports are usually of some value, but you should keep in mind the companies behind these reports may have conflicting financial incentives.
Focus on the four pillars of lifecycle marketing: Acquisition, Data/Analytics, Activation and Retention. For each pillar, identify 3-5 top vendors. Look for vendors that align with your organisation's strategy and that can deliver the capabilities it needs.
When evaluating vendors, consider the following:
- API library: Does the vendor provide a comprehensive API library that allows easy integration with your existing systems?
- Event-driven: Can the platform respond to real-time events and trigger actions based on customer behaviour?
- Composable: Can the platform be easily integrated and adapted to fit into your overall architecture?
- Customer references: Ask for references from customers in your region who have used the platform. This will give you a better understanding of its real-world applications and performance.
Step 2: Assess
Once you have whittled down your shortlist, the next step is to assess vendors' suitability based on your specific needs and user journeys. Instead of jumping straight into demos, focus on defining the customer experiences you want to achieve. Outline the user journeys critical to your strategy and provide these to the vendors. Ask them to showcase how their solutions can support and enhance these journeys.
A trustworthy vendor will be able to demonstrate their capabilities in the context of your specific use cases. They should be able to provide case studies and examples that show how their technology can solve for each step in the customer journey.
Step 3: Buy
One of the most common mistakes organisations make during the buying process is focusing solely on price without considering the long-term value and alignment with their strategy. Price is important, but it should not be the sole determining factor.
When negotiating with vendors, consider the following:
- Scalability: Does the vendor's pricing model scale with your success? Ensure that the cost structure supports growth and doesn't become a burden as you expand.
- Budget: Does the pricing model fit within your budget constraints? Understand this early in the process to avoid surprises later.
- Procurement involvement: Involve your procurement team early in the process. They bring a neutral perspective and can help ensure that the terms of the deal are fair and beneficial for both parties.
- IT involvement: Involve your IT team heavily when assessing the technical integrity of the vendor's solution. In-house staff can help identify potential issues and ensure that the technology aligns with your IT strategy.
It's really not as hard as you think.
Always remember that the goal is to compose a well-orchestrated system that enhances your ability to engage and retain customers. With the right approach, you could well reach a state of 'MarTech stack nirvana' and drive long-term success for your business.
