MACH Alliance Expands Certification Scope to Include Offerings within Larger Vendors

John Panella knows a thing or two about customer experience. 

As Group Vice President at Publicis Sapient, a top digital business transformation and consulting firm, he leads technology strategy for CX platforms – providing thought leadership, analyst relations, and all the intrepid skull work required to deliver successful projects for big brands around the globe.

In his downtime (if there is such a thing), John has been lending his deep experience and insight to the MACH Alliance, serving as an Executive Board Member since 2022. His skills around customer experience have been key to decrypting the market's needs as they relate to tech – particularly as the shift towards MACH and composable accelerates. 

Perhaps it’s apropos that John is helping to lead and message the big news today from the MACH Alliance. The group, which has long advocated for open, best-of-breed technology ecosystems, just announced that it will expand its well-established charter for certification to include independent offerings from within larger companies.

In other words, big technology players – often comprising numerous products and services – will now be able to certify offerings within their ecosystem. Up until now, certification has only been available to standalone business entities, where the entire company must meet all tenets of MACH (Microservices, APIs, Cloud SaaS, Headless) criteria. 

It’s a bold shift in strategy, and one that is certain to draw strong opinions from both members and market watchers alike. That said, it’s also a logical move when we consider the fluid nature of the technology market and how sole-product companies are often acquired by larger entities. Those products might still meet MACH mandates, but until now, they had no way to maintain certification or retain the value of their investment in becoming certified. 

As stated in John’s opening salvo (via an article shared on LinkedIn), the MACH Alliance has always been guided by its mission to help buyers navigate a complex and noisy technology landscape – and find modern, best-in-class solutions to reach their business goals. To keep pace with an evolving landscape, the MACH certifications are also changing. 

If there’s one thing the MACH Alliance is flush with, it’s smart people. Consequently, no decision is made without credible data and thorough analysis. As John points out in his article, the organization spent the first three months of 2024 researching enterprise buyer requirements as part of a certification review that was announced in December. 

At the heart of the endeavor was a comprehensive survey of over 100 enterprise technology buyers in the UK, US, and Germany. This may not seem like a compelling sample, but it is the enterprise layer of the market, and hence a smaller and more concentrated piece of the pie. The stated goal was to gauge the value placed on existing MACH certifications, identify limitations, and chart opportunities for evolving or expanding the programs.  

“Respondents confirmed the need for clearer guidance in an increasingly intricate market, characterized by market consolidation, changing marketing trends, and modernization efforts by legacy and larger vendors” John explained in the article. “As MACH solidifies its position as the industry standard, we are committed to meeting that demand effectively.”

Prospective members seeking assessment against these new criteria will be able to apply starting May 1st. That's just around the corner, so let's unpack more of the details – and why it matters. 

What does it mean to recognize independent offerings from larger companies?

The key words are independent offerings and larger companies. 

To further clarify: the central focus is redefining the criteria for company certification. Rather than solely focusing on standalone legal business entities, the MACH Alliance is changing its criteria to qualify substantial independent offerings within larger vendors.

There’s an important distinction here. Beneath the vendor umbrella, the MACH solutions must be actively branded, offered, and sold separately. They also have to be accessible and participate in an ecosystem of software from other MACH Certified vendors, and function in a composable manner. 

According to the article, this shift will help the MACH Alliance provide even greater clarity across the MACH application and services landscape, giving buyers more choice. At the same time. MACH certification will provide a backbone of assurance that these independent offerings from larger solutions will ensure the longevity and adaptability of their technology stack.

“By changing our criteria to accommodate for this, we stand by the importance of MACH principles while creating a clear path for Software Vendors, Enablers, and Systems Integrators with a committed, distinguishable MACH offering,” John stated.

What’s driving this change?

Of course, that’s the operative question. As you might expect, it’s a confluence of things.

The survey results make it relatively clear that the evolving complexities buyers face are the key drivers. While the majority of respondents codified the importance of MACH certification, they expressed a growing need for guidance when navigating a mixed landscape of legacy systems, MACH-certified technologies, and emerging product innovations. 

According to the data, buyers emphasized the importance of MACH architectural principles and vendor interoperability, which are hallmarks of the Alliance’s MACH certification – and the sole industry standard for this assurance. 

As John’s article reveals, enterprise technology buyers would like the MACH Alliance to play a more active role in guiding the journey by providing greater know-how and awareness. One area where that’s been a pervasive challenge is distinguishing “MACH-washing” (when brands project MACH messaging but have not been certified) from MACH-compatible solutions. 

Buyers are also expressing a greater need for assistance when assessing new and innovative product technologies as they emerge. It’s not always clear that these solutions meet the MACH baseline, or if they will ultimately be compatible. Along with this, buyers are seeking a more comprehensive and realistic view of the total landscape from the Alliance, helping them proactively plan for the future.

What will the requirements be for independent offerings?

This is an important question, as the MACH Alliance has the rest of its member community to consider – all of whom have met the original standards as sole business entities. Now, they’ll be making room for other offerings that are the domain of larger industry players. 

Fairness and upholding the core tenets of MACH’s guiding principles are clearly top of mind. As John outlined in the article, the Alliance has thoughtfully structured its strategy around clarity and transparency, crystallizing a set of specific requirements for larger brands seeking certification for their offerings.

First, an independent offering must possess its own distinct identity, one that’s clearly separate from other offerings within the parent company. Additionally, the larger vendor won’t be permitted to use the sub-brand’s relationship with the MACH Alliance in any of its marketing or other content. The independent offering will also need to be defined as a distinct product or service, clearly delineated from the parent company and able to demonstrate a unique value proposition and its MACH credentials. 

Another requirement is that an independent offering has its own dedicated leadership team. As John pointed out, this will help ensure a broader commitment to autonomy, from product development to P&L to operations. From a sales perspective, independent offerings will also need to be marketed and sold outside the purvey of its parent company. This would be codified by the product or service maintaining its own external-facing presence and website.

Finally – and this is the big one – an independent offering will still need to strictly adhere to MACH Principles to achieve certification. That means fully embracing the open, best-of-breed posture advocated by the MACH Alliance, and expressing compliance through credible customer use cases. It also includes demonstrating interoperability with other products, engaging in thought leadership, and forging strategic partnerships.

So how is this all being weighted when assessing these new offerings? Here’s an example showing how the criteria will be applied leveraging past members, previously rejected applicants, and new applicants (note: this would be in addition to a 90% pass of existing MACH standards and criteria).

Why it matters

At CMS Critic, we’ve tracked the growth of the MACH Alliance since its early days. We’ve taken a keen interest because many of its members are headless CMS platforms, integrative tools, and SIs focused on building and architecting composable solutions. The Alliance's impact on this entire ecosystem cannot be overstated. 

Full transparency: I have been a member of the MACH Alliance Executive Advisory Board for almost two years, focusing on industry concerns in 2024. I believe in many of the tenets of composable and its general motion in the market, but I always strive to share unbiased feedback with the organization and with our readers. 

As I’ve already mentioned, this is a logical move. Many modern products and services owned by parent companies (probably) fit the bill, and enabling a path to certification would help clarify these choices for buyers. It’s also a strategy that reflects the market's sentiment, which continues to be one of confusion. 

As the pace of M&A picks up this year (as predicted), we’re also likely to see more products and services fall into this category. Maintaining certification incentivizes parent companies to meet the obligations for certification to help maintain continuity and leverage the value of MACH for its customers – as well as new prospects.  

Given the scope of requirements for these independent offerings, it might thin out the field considerably. Parent entities will need to be serious about restructuring established products to meet the criteria. The biggest appeal might be for newly acquired companies that can more easily retain their brand distinction and operational footprint without a significant pivot.

Obviously, there are granular details to divine. What constitutes a leadership team? How will the brand dimensions be assessed? How isolated must the website and marketing materials be to meet the criteria? With its renewed focus on transparency – a commitment that Alliance president Casper Rasmussen has frequently conjured – we can expect greater definition around the requirements and application process to follow. 

Finally, a note about fairness: when the MACH Alliance first emerged on the scene, it cultivated a reputation of exclusivity (you know, the whole “velvet rope” mantle). Composable was also seen by many as a hedge against the traditional market monoliths, leveling the competitive playing field for smaller platforms that fit the composable niche. 

When its application process became shrouded in criticism, the organization shifted toward inclusivity, and that meant reassessing how it could become even more open with its practices. Adding large vendors to the mix – by way of products beneath their umbrella – might seem antithetical on some level, but it’s further embracing its core philosophy and advancing the mission to support the buyer.  

The MACH Alliance is openly welcoming feedback on these changes. You can get in touch via info@machalliance.org to ask questions and share your thoughts.

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