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<hr /> As a new year beckons and we take stock of the one reaching its conclusion, it’s always a natural time to look back on the learnings and the experiences and enthusiastically towards the potential innovations before us. Writing at this time last year, I would not have even talked much about <a target="_blank" href="https://www.wwt.com/wwt-research/generative-ai-risks-rewards-and-a-framework-for-utilization?utm_campaign=ao_ai_and_data_wwt2324_research_gen_ai_ps_1_search&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_content=&amp;gad_source=1&amp;gclid=CjwKCAiAmsurBhBvEiwA6e-WPOhabEb0LXg2ylPjsudPYZV3z-GM7rmhjofX87dKj1H_lMcJeXzqDxoChKYQAvD_BwE">Generative Artificial Intelligence</a> or <a target="_blank" href="https://openai.com/">ChatGPT</a>. But boy, did it take 2023 by storm, building upon network effects unseen in human history. What I take personally from this past year is perhaps not something so ground-breaking, but a culmination of my own background and observations. For me, this has been the year of “earnfluencing.” A blend of earned media and influencer strategies, this approach could catalyze your own content management, strategy, and production – and turn many more eyes toward the content products you worked so hard on creating.  As I gear up for <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/program#Earnfluencing">my talk on earnfluencing</a> at the <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24">CMS Kickoff Conference</a> next month, I'm eager to delve into how earnfluencing can be a game-changer in your daily content strategy.<h3>Defining the “earned” and “influencer” terms</h3>You may not be familiar with earnfluencing as a concept. While it's fairly intuitive, let’s start with a basic explanation of the term and the parts that define the whole. <h4>Earned Media</h4>This is publicity gained organically through means other than paid advertising. Think promotional efforts like unpaid social, buzz, or viral attention. <a target="_blank" href="https://www.cision.com/resources/articles/what-is-earned-media-definitions-examples-benefits/">According to Cision</a>, a PR and media software company, “Earned media, by definition, isn’t created directly by your brand or paid for. You ‘earn’ it through your reputation, word-of-mouth, and public relations efforts. The biggest difference between earned media marketing and other strategies is that it comes from third-party sources, which gives it some unique benefits.”<h4>Influencing/Influencer Strategies</h4>Here, the focus is on leveraging individuals who have the power to affect the purchase decisions of others because of their authority, knowledge, position, or relationship with their audience. Influencers can also be the third-party sources and platforms through which earned media can come to light.<h3>Combining the pitch and the platform</h3>Traditionally, earned media was won via media relations (public relations) specialists spending their days making pitches on behalf of clients to television and news platforms. These professionals would craft angles and narratives and pitch their customers accordingly. When a customer mention, interview, or profile landed in print or on television, it was a joyous occasion for the PR practitioner and their firm. Earnfluencing is different in that it includes the “pitch” but also the platform where that pitch will be disseminated. It’s still earned media because money has not changed hands to be mentioned or inserted, as in advertising. In this era of nearly unlimited digital canvas, where a smartphone in the palm of your hand can be a 4K video camera, audio recording device, notebook, word processor, and digital disseminator, there is a true democratization of platform creation. With this, you can leverage your unique storytelling skills to become and develop the platform. For instance, the earnfluencer can interview a thought leader to appear on their long-form podcast, write the definitive profile of the industry CEO for their news blog, and even guide an expert product manager into the waters of TikTok. The opportunities are endless. If you can artfully tell the story and provide access to an audience, you can facilitate the narrative. You can use that position at your professional intersection to further earnfluence by contributing to an online trade publication (like CMS Critic) or appearing in other podcasts, videos, and news across different platforms. <h3>Earnfluencing in action</h3>What’s the potential of earnfluencing? Consider the impact of personalities like Donald Trump and Deion Sanders. They expertly blended media presence with influencer tactics, generating significant (earned) value for their brands, organizations, or aspirations, albeit with varied outcomes.  First, it has been reported that <a target="_blank" href="https://www.thestreet.com/politics/donald-trump-rode-5-billion-in-free-media-to-the-white-house-13896916">Donald Trump generated $5 Billion dollars in “free” earned media during the 2016 Presidential campaign</a>. That’s a big number. How did they calculate it, you ask? Here's the basic math: the totality of the media coverage of the individual is tracked in terms of overall impressions, and then a dollar value is applied to these impressions based on advertising rates at the time. Similarly, after Deion Sanders – the famous two-sport professional athlete nicknamed “Prime Time” – took over as Head Coach at the University of Colorado, he <a target="_blank" href="https://www.usatoday.com/story/sports/ncaaf/pac12/2023/09/29/deion-sanders-value-contract-colorado-buffaloes-football/70985907007/">generated an estimated $280 Million in earned media after the first four games</a>! Both examples speak to the power and estimated value of “earnfluencing.” That said, it’s important to note that Donald Trump’s presidential first term ended unsuccessfully (to be kind), and Sanders’ Colorado Buffaloes finished 1-8 after three improbable wins to open the first season under his Colorado tenure. <h3>Leveraging earnfluencing in the content and DX industries</h3>I’ve used earnfluencing successfully in my work as a digital agency leader and across other entrepreneurial ventures. I’ve also thought a lot about how my peers in the digital experience and content management industry can leverage it as well. Here’s what I discovered: By combining earnfluencing with a solid, stable, mission-driven strategy, the impact can be incredibly effective – and, more importantly, long-lasting. It requires the right mindset and a firm commitment, but the rewards can be tremendous. If you’re thinking about putting earnfluencing into practice, here are five of my top takeaways and recommendations.<h4>1. Be a Beat Writer</h4>In the early days of my career, I cut my teeth covering sports for blogs and the online home of the Newark Star-Ledger. I was also the in-house writer for the NBA’s New Jersey Nets. Through it all, I learned the importance of being an effective beat writer. So, what exactly is a beat writer? It’s an old journalism term used to describe specialized reporters. Beat writers are typically in the thick of things, immersing themselves in a specific issue, sector, or environment – connecting with key players and constantly seeking stories to drive the news cycle. The beat writer uses all the access available to them and the trust earned in them to narrate, curate, and raise up the stories of those around them. Similarly, in content management, you can be the beat writer for your industry, product, or organization. Use your access and experience to uncover and elevate the narratives around you and develop a smart, scrappy mindset for uncovering the stories that matter. <h4>2 .“Contentize” Your Experiences</h4>The ultimate goal of any business is to monetize and commercialize activities. But I think we can do something very important on that path to monetization – and that is to "contentize." Contentizing is about turning every experience and interaction into potential content. It's utilizing your unique position, connections, and skills – whether they be writing, hosting, audio, video, social media, or teaching – to craft stories that engage, influence, and generate value in the form of content.  This approach goes beyond mere monetization. It creates real value through storytelling and engagement.<h4>3. Be a student of effective influencer strategies</h4>I call this “The Kardashian Model,” as no discussion of influencer strategies is complete without mentioning the Kardashians. Their methodical approach to content creation, as highlighted in "<a target="_blank" href="https://amzn.to/3Gy95uF">No Filter: The Inside Story of Instagram</a>," revolves around strategic planning and algorithm mastery. Even if you’re not a fan of Kim and company, try mimicking their tactics by being intentional with your content, collaborating within your network, engaging with the super-connectors in your midst, and understanding the nuances of platform algorithms to maximize reach and impact. While we might not have the heft of the Kardashians (they’re known globally), we can do several of the things they do well within our own organizations, niches, and with the connections we have within the industry.<h4>4. Be prepared for serendipitous content opportunities </h4>As a beat writer, I’ve learned always to have my smartphone charged and ready – because a story can emerge in the wild at any moment. I call these serendipitous content opportunities.A great example of this is <a target="_blank" href="https://www.linkedin.com/in/garyvaynerchuk">Gary Vaynerchuk</a>, a.k.a GaryVee. He epitomizes the "Contentize" ethos, as he constantly prowls for content opportunities. He even has videographers documenting his daily life, figuring that if he captures most of what happens in his day, there'll be some gold in them thar hills…It also makes him more apt to start discussions with strangers because serendipitous content opportunities can also come from those interactions. It's a virtuous circle – and if something doesn’t work, you don’t have to use it.Also, the<a target="_blank" href="https://www.slideshare.net/vaynerchuk/the-garyvee-content-model-107343659"> "Content Pyramid"</a> in GaryVee's Content Model strategy emphasizes repurposing a single piece of long-form content across multiple platforms (similar to the ole “big rock” concept). This approach can be a game-changer in creating, decomposing, and distributing content. <h4>5. Use generative AI to accelerate and improve your earnfluencing </h4>Despite its rap as a threat to writers, generative AI was purpose-built for content creators – and it’s revolutionizing how we approach earnfluencing. Gen AI is a massive productivity booster that allows earnfluencers to do more with less. It can aid in creating, transcribing, and repurposing content, allowing users to maintain a consistent and engaging presence across multiple platforms. This technology can amplify your earnfluencing capabilities, making your strategy more dynamic and far-reaching. ChatGPT, in my opinion, was born to contentize.<h3>Where does CMS/DXP fit into earnfluencing?</h3>A <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management system </a>or digital experience platform should be a natural repository, hub, and spoke of your earnfluencing program – the aforementioned “platform” to bring to life all your “pitches.” In a CMS or DXP, content can be created and crafted through collaboration. It can be requisitioned for publishing through integrated editorial calendars and workflow. The database of your ecosystem influencers and key/trending topics should be tagged and ultimately distributed across all your channels (social, email, etc.), so you can easily manage and grow your earnfluencer strategy.Using a platform with built-in or integrated analytics is also critical. The metrics and tracking should be within arm’s reach so you can always gauge your performance and adjust as needed. The best platforms can also power dynamic personalization for specific audiences, allowing you to tailor your content based on your readers and customers. My dream: What if you could pipe in trending topics (from Google Trends, etc.) to the dashboard of your CMS or DXP – and then have AI surface all the content within your library that can be utilized at that moment to generate new engagement and reach for your existing content? This tactic, affectionately called “newsjacking,” would be a great way to augment your earnfluencing and bring more value to your content. Earnfluencing is at the intersection of earned media and influencer strategies. It requires a keen understanding of digital narratives, audience engagement, and the power of influence. As content managers and creators, embracing this approach means stepping into a realm where authenticity, strategic planning, and technological innovation come together to create impactful, resonant content. Ready to catch some “earnfluenza”? Let's embrace it – and go viral together. <hr /><figure class="image"><img src="https://cmscritic.com/ms-content/uploads/2023/11/cms-kickoff-2024-banner.jpg" /></figure><h3>See Matt McQueeny at CMS Kickoff 2024 - January 16-17</h3>CMS Critic is a proud conference partner at this second annual edition of the prestigious international Boye &amp; Co conference, dedicated to the global CMS community. This event will bring together top-notch speakers, Boye &amp; Company's renowned learning format, and engaging social events.Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Prepare for an unparalleled in-person CMS conference experience that will equip you to move forward in 2024. Along with Matt McQueeny, hear from leading voices across the industry on a wide range of topics, including:<ul><li><a target="_blank" href="https://www.boye-co.com/speakers/andrew-kumar">Andrew Kumar</a>, GVP at Uniform</li><li><a target="_blank" href="https://www.boye-co.com/speakers/becky-brown">Becky Brown</a>, Content Strategy Lead at Johnson &amp; Johnson</li><li><a target="_blank" href="https://www.boye-co.com/speakers/marli-mesibov">Marli Mesibov</a>, Content Strategy at Verily</li></ul><img style="width:39.13%" src="https://cmscritic.com/ms-content/uploads/2023/11/don-cesar-hotel.jpg" /><h4>The Don CeSar: a world-class venue</h4>Is there a better location for a winter kickoff than Florida's beautiful, sugary sand beaches? CMS Kickoff 2024 will be held at the iconic Don CeSar, just steps from the Gulf of Mexico. Dubbed the “Pink Palace,” this majestic hotel and resort provides a stunning backdrop to the conference, along with access to the local food and culture of St. Petersburg Beach. <h4>Get your tickets today</h4>CMS Kickoff offers an intimate, highly focused experience. Space is limited, and only a few seats remain. Don't miss this exclusive opportunity!<a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/tickets">Purchase tickets now &gt;</a>

Earnfluencing: Bridging the Gap Between Earned Media and Influencing

mattmcqueeny

A late 2024 field trip: 2 days at the Kentico Connection conference

janus-boye

<hr /> As a digital analyst – and, at heart, a guy who just likes to write stories about cool people and tech – I try to bring an outside perspective to everything.Sometimes, I’m just beyond the perimeter. Others, I’m inside it. More on that in a minute.Let me start today with one of our favorite words: composable. I’ve long held that it is, indeed, a “thing.” I think most of you will agree with me. Trends come and go, but this one is as much about technology as it is about philosophy – and broader in its reach than the stiff walls of industry categories. Even now, debate continues around how we define the composability of a product or a company, with conflicting POVs emanating from various camps based on a number of factors. Why can't we all just get along? As the feud wages on, the <a target="_blank" href="https://cmscritic.com/mach-alliance-expands-certification-scope-to-include-offerings-within-larger-vendors">MACH Alliance</a> has been a leading voice in shaping the answer to this and other questions. Since 2020, it has endeavored to quantify the dimensions in a tangible way, establishing core tenets that reinforce key attributes and educate the market. How does the Alliance define composable? In a nutshell, it's a modular development approach that allows organizations to create custom applications by combining smaller, independent components. These components can then be customized, replaced, and plugged in independently to meet specific needs. In other words, you “compose” your stack.The charter of the MACH Alliance has always been clear: make it easier for buyers to understand the benefits of composable so they can evaluate solutions confidently, and even procure technologies that meet rigid MACH (Microservices, API-first, Cloud SaaS, Headless) standards. These standards provide the guardrails for certifying a solution as truly composable, which is where some of the debate stems from. By this definition, all MACH solutions are composable, but not all composable solutions are MACH compliant.Like composable, MACH is also a “thing." And that’s made clear by its continued rise in adoption (solid <a target="_blank" href="https://cmscritic.com/mach-alliance-publishes-first-annual-report-showcases-industry-impact-and-plans-for-2024">research validates this</a>). At last year’s <a target="_blank" href="https://cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year">MACH TWO event</a>, we saw how European markets and global brands were turning MACH’s pioneering principles into real projects and successful outcomes. Because of its early adoption across EU markets, some people assume this whole movement started in Europe. Not exactly.Now, at this year’s <a target="_blank" href="https://machalliance.org/events/mach-three">MACH THREE event</a> – which wrapped in New York City last Tuesday – we’re seeing the movement's zeitgeist take root in North America. This is a big deal for the MACH Alliance, another signpost reflecting its continued rise and influence. The organization, which advocates for open, best-of-breed technology ecosystems, has attracted more than 100 members to its ranks. This includes a signature bench of Enablers like <a target="_blank" href="https://cmscritic.com/aws-joins-mach-alliance-as-enabler-member-reflects-growth-of-cloud-native-solutions">AWS</a> and <a target="_blank" href="https://cmscritic.com/products/google-cloud-platform">Google</a>, and industry Supporters that feature <a target="_blank" href="https://machalliance.org/newsroom/mach-alliance-announces-paypal-is-the-first-company-to-join-new-supporter-membership-category">PayPal</a> and <a target="_blank" href="https://machalliance.org/members/j-p-morgan">J.P. Morgan</a>. Heavy hitters, to be sure. At CMS Critic, we’ve been following the organization’s successes and challenges since Day One, and always taken a keen interest in its trajectory. We’ve covered its accomplishments and accolades, but also the challenges and <a target="_blank" href="https://cmscritic.com/mach-alliance-openly-invites-companies-claiming-mach-to-apply-for-certification">occasional controversy</a> that the movement has stirred – particularly among competitors. <h3 id="full-transparency">Full transparency</h3>I am a member of the Alliance’s Executive Advisory Board, where I listen and counsel with objective industry insight. I view things first through the CMS lens, but I've cultivated a deeper knowledge of the wider market and how composable and MACH are being leveraged to future-proof enterprise stacks.For the second year, I was asked to judge the prestigious <a target="_blank" href="https://machalliance.org/mach-impact-awards">MACH Impact Awards</a>, a staple of the annual conference’s agenda – and a reflection of the actual work being performed in the market. The MACH Impact Awards recognize organizations that have demonstrated tremendous value through digital transformation projects by successfully implementing a MACH approach. What qualifies me for this honor? Over the last two decades, I’ve built digital experiences with numerous tools and platforms – too many to count. There have been incredible highs and wildly successful launches, but I’ve also struggled, maybe even cried a few times (not ashamed to admit that). Along the way, I've also watched the seedlings of composability bubble up effervescently as stacks became more decoupled and dependent on APIs. In my second year judging the Impact Awards, I’ll say this: it’s getting easier and harder. Easier in the sense that more organizations clearly understand the fundamentals and are adopting the mindset in a more intentional way. Harder in that the use cases are more dense, complex, and difficult to choose as winners in a juried contest. I can’t get into the sausage-making behind the scenes. But I’ll simply say this: it was a joy to read, rank, and collaborate with fellow judges on our panel, all of whom are accomplished industry experts. We were all committed to assessing every entry with a fair, critical, unbiased eye – giving each use case a thorough evaluation. With that said, here are the results of that work.<h3 id="mach-matters-more-than-ever">MACH matters more than ever</h3>There were some astoundingly rich, detailed, ambitious, and downright intimidating entries in the third annual Impact Awards. Before I Iist the victors, there are a few key insights derived from 2024's cohort of applications.First, it’s worth noting that this year’s Impact Awards experienced a 20% increase in entries. That’s a clear signal that interest and awareness is growing – but also that organizations, vendors, and SIs are understanding the fierce requirements needed to satisfy a successful MACH program. In terms of scope, the MACH Alliance handed out ten MACH Impact Awards, recognizing projects from focused industries, project teams, and individuals. There was some notable expansion into the categories of travel, tourism and hospitality, and consumer product goods manufacturing. The MACH Alliance also added a Best New Breaking Ground Project award for companies paving the way in a new sector.There were two new “Grand Prix” awards featured in this year’s contest. This included Best Digital Experience and Best Overall Change, where the category award winners vied for a “best-of-the-best” honor as chosen by the judges.  “We are seeing companies implement MACH projects across a growing range of industries and geographic markets like never before, which speaks to the importance of operating a flexible, modern, and composable technology infrastructure,” said <a target="_blank" href="https://www.linkedin.com/in/holly-hall-4b14a945/">Holly Hall</a>, managing director, MACH Alliance. “Our <a target="_blank" href="https://machalliance.org/content-hub/mach-global-research-2024">2024 global research</a> discovered that 9 in 10 IT decision-makers say composable technology will be instrumental to the success of their organization in the next five years.”<h3 id="“we-are-the-champions”-(cue-the-music)">“We are the champions” (cue the music)</h3>No shocker if you read the headline, but Kraft Heinz and Clarks earned the pretigious Grand Prix honors. These were incredible projects, and certainly worthy of the accolades. Official winners of the 2024 MACH Impact Awards include:<ul><li>Best B2B Project: Hynds Group</li><li>Best Retail Project: Clarks</li><li>Best Health &amp; Wellness Project: Vision Healthcare</li><li>Best Travel, Tourism, &amp; Hospitality Project: Wendy’s</li><li>Best Manufacturing (consumer goods) Project: Kraft Heinz</li><li>Breaking New Ground Project: Micheldever</li><li>Team of the Year Award: Varner</li><li>Contributor of the Year Award: Justin Thomas, head of digital experience, Kraft Heinz</li><li>Grand Prix – Best Overall Change: Clarks</li><li>Grand Prix – Best Digital Experience: Kraft Heinz</li></ul>One special exception: during the event, recognition was given to <a target="_blank" href="https://www.danielsmusic.org/">Daniel’s Music Foundation</a>, a New York-based nonprofit that provides accessible music programs to people living with a disability. As the organization proclaims on its website, it’s changing lives through the power of music – a unique and worthy cause with local and global implications. This spotlight is another example of the MACH Alliance’s mission to make positive changes in our world, particularly in the realm of diversity, equality, and inclusion. If you’re interested in perusing the full list of nominees and winners, visit the <a target="_blank" href="https://machalliance.org/mach-impact-awards#Finalists">MACH Impact Awards page</a>. <h3 id="why-it-matters">Why it matters</h3>I think I’ve hit the high points in the opening salvo, but there are two main reasons why these Impact Awards are a milestone.First, it signifies the tangible growth of MACH and composable – and it’s not just hype or hyperbole. By featuring real use cases and successful outcomes, the Alliance is pinpointing just how successful its investments in community and education have been. With significantly more entries in this year’s contest, it’s clear that interest continues to rise.Second, MACH is making strides in the U.S. market, where it has been slowly taking root. The addressable market is large and relatively untapped, and its efforts over the last year to build a beachhead and drive awareness has been successful. This was part of the calculus in selecting New York City as the host location for the MACH THREE event – a hub for tech, finance, and just about every other industry under Gotham’s sun. Also, having U.S.-based brands like Kraft Heinz achieve standout recognition is further evidence that opportunities are evolving Westward.The contention around composable is a real phenomenon, and the division has been palpable. As monolithic platforms make inroads towards a more composable posture, headless CMSes and MACH-certified tools have also been evolving their own offerings to better compete in a grueling marketplace of options. I could probably write a book about the chaos that has ensued – both sides feeling a bit marginalized, both racing towards the middle in their own ways. But in the end, what really matters is the customer, and that’s what I love about these Awards. They elevate the voices of brands and builders, allowing their individual and collective success to tell their stories. And for the third year in a row, the MACH Alliance has made those stories a jewel in the crown of its premier event.  Awards programs are a fun and spirited way to celebrate achievement and excellence among our peers. The Impact Awards have delivered that in spades and continue to exemplify the promise and potential of MACH. Congratulations to the winners.  <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Clarks, Kraft Heinz Take Top Honors in MACH Impact Awards at MACH THREE

matt-garrepy

<hr /> As we turn the corner towards summer in the Northern Hemisphere, things are heating up in the composable world.Fresh off the publication of chiefmartec's <a target="_blank" href="https://martechmap.typeform.com/MartechDay2024">2024 State of Martech Report</a> – where composability was a key topic across the 14,106 products in the marketing technology landscape – we're also a month away from the industry's premier composable conference: <a target="_blank" href="https://machalliance.org/events/mach-three">MACH THREE</a>.This is the third edition of the annual event hosted by the <a target="_blank" href="http://www.machalliance.org/">MACH Alliance</a>, a group of independent tech companies dedicated to advocating for open, best-of-breed technology ecosystems. Buoyed by an array of sessions that aim to educate and elevate the understanding of MACH (Microservices, APIs, Cloud-first SaaS, Headless), the MACH THREE event promises to inspire attendees to “supercharge their composable journey."Today, the organization announced some juicy details regarding the roster for MACH THREE, which will be held in New York City from June 17 - 18. This is the first time the conference is slated for North America, signaling an important shift in focus toward the U.S. – which has been slower to adopt MACH but is now showing accelerated growth. In fact, an analysis provided in the <a target="_blank" href="https://cmscritic.com/mach-alliance-publishes-first-annual-report-showcases-industry-impact-and-plans-for-2024">MACH Alliance's first annual report</a> – published in January of this year – underscores the opportunities ahead for the addressable U.S. market, and where the Alliance sees future potential to expand the MACH footprint. <a target="_blank" href="https://register.machalliance.org/hubfs/Agenda%20MACH%20THREE.pdf">The MACH THREE agenda</a> will feature heavy hitters like IKEA, MARS, and Ulta Beauty. But it will also include presentations from influential global brands like H&amp;M, Kraft Heinz, Mattel, Rally House, Clarks, Saks Fifth Avenue, and OBI. During the two-day conference, these industry leaders will discuss the innovative digital experiences they have created using MACH architectures, as well as the many benefits and challenges of embracing digital transformation with a composable strategy. “MACH THREE is not about technology providers sharing sales pitches or demos, it’s about brands showcasing their digital strategies, what worked and what didn’t,” said <a target="_blank" href="https://www.linkedin.com/in/holly-hall-4b14a945/">Holly Hall</a>, managing director at the MACH Alliance. “MACH THREE is an essential part of the MACH Alliance’s commitment to being a facilitator of education and advocacy around MACH principles, especially in the U.S. as this market becomes a strong advocate and adopter of MACH technologies.”The conference is free, and <a target="_blank" href="https://cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year">registration is open</a> to business and technology leaders by application. They even offer a rebate program to cover travel expenses, which is a limited offer but nonetheless an attractive give (better act quickly on this one).CMS Critic attended last year's MACH TWO conference in Amsterdam and covered it in detail. For a glimpse at what to expect in New York, <a target="_blank" href="https://cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year">read what this world-class event offered in 2023.</a><h3 id="a-packed-agenda-focused-on-mach">A packed agenda focused on MACH</h3>As retailers and brands strive to create a flexible, future-proofed digital ecosystem that promotes the best customer experience possible, MACH architecture has emerged as a leading differentiator. According to the 2023 MACH Alliance Annual Report, 85% of respondents have increased MACH investment in the past 12 months – and the U.S. has now surpassed Europe in the rate of MACH adoption. This trend was already being felt at last year's MACH TWO Conference. During the media session, <a target="_blank" href="https://www.linkedin.com/in/kellygoetsch/">Kelly Goetsch</a> – former MACH Alliance Chair and CSO of <a target="_blank" href="https://cmscritic.com/products/commercetools">commercetool</a> – observed that MACH “now feels like the default,” and that “we’re no longer advocating from the sidelines.” The MACH Alliance's annual conference series provides the connective tissue for the MACH movement, bringing together a community of members and customers to highlight successful use cases and real-world applications. This year's MACH THREE promises to explore and educate about the continued evolution of MACH through the voices of industry-leading brands. This includes mainstage keynotes from Kraft Heinz, H&amp;M, and more that will showcase MACH successes from initial deployment to long-term results.Along with the keynotes, MACH THREE will feature leadership sessions and peer-to-peer discussions that will provide insights into how brands can succeed in their composable journeys with unparalleled agility. As with previous events, there will be focused “MACH in Practice” workshops to help educate attendees on real-world MACH implementations that foster competitive advantages.Attendees will also have access to “MACH Creates” sessions, which will highlight how a MACH foundation can give brands the flexibility to experiment with the next generation of AI-driven SaaS.“From listening to the head of digital experience at The Kraft Heinz Company talk about the CPG revolution to hearing the senior director of digital engineering at Ulta Beauty explain how to innovate under pressure, MACH THREE will be an educational and inspirational experience for attendees,” said <a target="_blank" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen</a>, president of the MACH Alliance. “By being open and transparent about all facets of MACH technology, attendees will leave feeling confident they have the 360-degree picture needed to approach their own digital transformations.”<h3 id="why-it-matters">Why it matters</h3>Despite its meteoric rise, MACH continues to be an exotic topic in the annals of techdom. While it has appreciated significant growth, it still represents a small piece of the overall pie. The trend of composability is certainly more ubiquitous, but it, too, struggles to be clearly understood due to a myriad of mixed marketing messages. As we've reported, this is visible in the competitive morass betwixt legacy monolithic DXPs and headless CMSes, many of whom claim to be composable, though not all MACH. In an open letter to the market, the Alliance <a target="_blank" href="https://cmscritic.com/mach-alliance-openly-invites-companies-claiming-mach-to-apply-for-certification">openly invited companies</a> that are claiming to the MACH (affectionately referred to as “MACH Washing”) to apply for certification in an effort to reduce confusion for buyers. That's why education is so important – and why it continues to be a key pillar of the MACH Alliance. Expressing this through digital content is table stakes, but live events provide a tangible backdrop for focusing on solutions, sharing ideas, and experiencing the real people behind the successes and failures (it's true, not all MACH stories have a happy ending). As Holly Hall also pointed out, this isn't a typical tradeshow where the primary motion is sales – and that's a refreshing distinction. Networking and the precipitous “elbow-rubbing” are par for the course; as such, connections and deals may emerge effervescently. But the agenda is laser-focused on learning, and that makes the experience more enriching. With over <a target="_blank" href="https://cmscritic.com/mach-alliance-surges-past-100-members-caps-2023-as-a-milestone-year">100 members in its composable cabal</a>, the MACH Alliance keeps demonstrating its relevance to the market. That said, it isn't without its detractors, and that feedback has resulted in a heightened commitment to transparency and a resolve to open its membership to products within larger brands. It's evolving, and the vision for its roadmap is best experienced by inspirational leaders like Casper Rasmussen during an interactive keynote with Q&amp;As.  The bench of brands on display will provide robust examples of MACH at scale. More importantly, these industry leaders lend greater credibility to the adoption of MACH, and having so many assembled in one place is a great opportunity to learn and reflect, regardless of where you might be on your MACH journey. It will be difficult to one-up the MACH TWO event from an experiential perspective. Last year's conference was world-class in every dimension, from substance to location to accouterments. Even the food reinforced the organization's commitment to DEI with catering from a European B-corp focused on sustainable practices. Hosting the event in a cosmopolitan city like New York aligns with the tenets of the MACH Alliance, announcing its focus on U.S. soil with an elevated level of sophistication. The Big Apple is at the epicenter of technology and retail, and multiple industry brands are headquartered here. It's also a city of experiences, and we can be assured that many of its best features will be on display when the event kicks off next month.<h3 id="mach-takes-manhattan">MACH takes Manhattan</h3>Will we see you at MACH THREE in NYC? If so, we'd love to hear about your experiences with MACH and composable.CMS Critic's <a target="_blank" href="https://cmscritic.com/critics/matt-garrepy">Matt Garrepy</a> is judging the MACH Impact Awards for the second year in a row. These awards celebrate the best of the best in composable use cases, with some incredibly innovative examples of MACH in action. <a target="_blank" href="https://cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year">Check out an overview</a> of last year's awards and the winners. To learn more about MACH THREE and register to attend, visit <a target="_blank" href="http://www.machalliance.org/events/mach-three">www.machalliance.org/events/mach-three</a> <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

IKEA, MARS, Ulta Beauty and Influential Brands to be Featured at MACH THREE Conference

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In Hollywood, sequels are a roll of the dice. Few manage to capture the magic of an original film, and most burn up on re-entry. I won’t partake in any “sequel shaming,” but the list of losers is long.
But then there’s “Top Gun: Maverick,” a film that surprisingly managed to <a href="https://boardroom.tv/highest-grossing-sequels-of-all-time/">earn $1.4 billion globally</a>. While not the biggest franchise follow-up (that still belongs to Marvel’s “Avengers: Endgame”), it cemented its place at the top.
At this year’s <a href="https://the.machalliance.org/machtwo/">MACH Two Conference</a> – the sequel to the <a href="https://machalliance.org/">MACH Alliance’s</a> inaugural event in 2022 – Tom Cruise wasn't piloting any box office blitz. But as the final session wrapped, there was more Maverick in MACH than anyone could have predicted.
I had the opportunity to attend the much-anticipated event in Amsterdam this week at the swank <a href="https://delamar.nl/en/">DeLaMar Theater</a>. And while dodging airport delays with international connections was nerve-racking, it was well worth the effort.
Because MACH Two was, in a word, awesome.
Don’t take my word for it. As <a href="https://www.cmscritic.com/netlify-to-host-headless-commerce-summit-for-talks-on-building-world-class-e-commerce-experiences/">Netlify</a> co-founder <a href="https://www.linkedin.com/in/christianbachdk/">Chris Bach</a> observed, it was the “crème de la crème of events, and I wanted to talk to everyone.”
While the MACH Alliance is still a relative newcomer to the tech landscape, its signature conference has already attained world-class status. Along with an impressive lineup of 36 speakers, the event featured expert practitioners, technology vendors, integrators, and brands willing to share their MACH journeys.
Betwixt the lively keynotes, there were numerous workshops, a co-lab zone, learning circles, social groups, afterparties, and more. Even the tasty plant-based bites provided by Food Line-up – Europe’s first <a href="https://www.bcorporation.net/en-us/" target="_blank">B Corp</a> caterer – were <a href="https://the.machalliance.org/machtwo/?overlay=Sustainability-pledge">sustainably produced</a> (and you know how boring conference food can be).
Over the two days of the conference, I connected with Alliance leaders, sponsors, and attendees to discuss MACH and how it’s shaping the composable landscape. While innovation and technology were central to the content, it was evident that the “Art &amp; Science” of this event’s theme had more to do with people and community.
I met so many great people and there are too many stories to tell, so I tried to compress everything into six big takeaways that made MACH Two a winning sequel.
<img src="https://cmscritic.com/ms-content/uploads/2023/06/mach-two-image-1.jpg" alt="MACH Two presentation" />
<h2>1. Interest in MACH and composable is growing in a big way</h2>
During Tuesday’s opening keynote, the lower bowl of the DeLaMar Theater was solidly packed. This echoed what MACH Alliance president <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">Casper Rasmussen</a> said during his opening remarks: “The footprint has grown.”
To be sure, last year’s shindig was smaller – which makes sense when you’re throwing a party for the first time. During the planning phase for MACH One, a few Alliance members admitted to me that they weren’t sure if anyone would show up.
But that wasn’t the case this year. With just over 600 attendees from numerous countries, things sometimes got elbow-deep.
Since last year’s event, the Alliance has grown to nearly 90 members, with a pipeline of new applications streaming in. <a href="https://www.cmscritic.com/aws-joins-mach-alliance-as-enabler-member-reflects-growth-of-cloud-native-solutions/">AWS joined</a> as an Enabler in 2022, bringing industry-leading brands to the ecosystem ­– and that trend has continued. In fact, as the show was opening, it was <a href="https://www.cmscritic.com/stripe-joins-mach-alliance-bringing-organization-to-nearly-90-members/">announced that Stripe</a> had joined the ranks.
At one point during the opening session, <a href="https://www.linkedin.com/in/danielle-diliberti-73801140/" target="_blank">Danielle Diliberti</a> of Sommsation (who shared MC duties with <a href="https://www.linkedin.com/in/nialledwards/?originalSubdomain=uk" target="_blank">Naill Edwards</a> of Lego Group) asked for a show of hands to see who was attending their first MACH event. It looked to be around 60% – evidence that interest is swelling, and the market sees more potential than it did just 12 months ago.
<img src="https://cmscritic.com/ms-content/uploads/2023/06/mach-two-image-2-1.jpg" alt="MACH Two ASICS presentation" />
<h2>2. MACH has moved from early adoption to real impact</h2>
One of the most notable transformations from MACH One to MACH Two is the shift from ideas to successful implementations. Across both days, the event featured customer stories from an array of verticals, all told through the voice of the internal MACH champion. In every example, we saw the realization of the MACH journey through working architectures and KPIs.
Each use case was brilliant, from Interflora to IKEA to M&amp;M. But as a runner, I was a bit partial to ASICS, the international sportswear brand. With a global omnichannel platform serving Japan, Europe, North America, and Australia, it was a perfect example to showcase the potential of MACH at scale.
<a href="https://www.linkedin.com/in/mjmontgomery/" target="_blank">Mindy Montgomery</a>, Associate Director of Product Management at ASICS, gave a fantastic overview of how her company evolved beyond a purpose-built eCommerce solution and broke its monolithic dependency. Starting with a change in mindset, her team built a modern DXP to support loyalty, search, promotions, design systems, and other functions across its digital business. She’s now looking to make parts of the stack available via headless for other company initiatives.
One concept that kept surfacing with ASICS and other brands is the concerted move to a product-led philosophy. As Montgomery explained, removing the small, feature-based approach was critical to embracing MACH. She also emphasized the importance of having a trust-based relationship between product and engineering to improve delivery.
AI made its way into numerous stories, and ASICS was no exception. Montgomery admitted that the emergence of <a href="https://www.cmscritic.com/from-chatbots-to-contentops-how-ai-is-coming-to-your-cms-whether-you-like-it-or-not/">ChatGPT</a> forced them to pause and rethink their product search initiative. The company is now considering a generative AI application to augment its shoe finder experience.
One key takeaway: while AI might be changing the game, composable could make the pivot much less painful.
<img src="https://cmscritic.com/ms-content/uploads/2023/06/mach-two-image-3.jpg" alt="MACH Two Media Q&amp;A" />
<h2>3. More education, tools, and transparency are on the way</h2>
During a dedicated media Q&amp;A on Tuesday, I had an opportunity to engage with a panel of Alliance leaders and ambassadors. In addition to Casper Rasmussen, the group included <a href="https://www.linkedin.com/in/kellygoetsch/" target="_blank">Kelly Goetsch</a>, MACH Alliance Chair &amp; CSO of commercetools; <a href="https://www.linkedin.com/in/jguthmann/" target="_blank">Jasmin Guthmann</a>, Alliance VP &amp; Head of Corporate Communications at Contentstack; <a href="https://www.linkedin.com/in/balakrishnancs/" target="_blank">Balki Subramanian</a>, VP Digital Experiences, Mars; and <a href="https://www.linkedin.com/in/anca-iordanescu-phd-computer-science-3756971/" target="_blank">Anca Iordanescu</a>, VP Engineering at IKEA.
When asked about what’s changed since MACH One, Rasmussen said, "MACH is at an intersection, " leading to more opportunities. He suggested that it also requires a carefully managed expansion that relies on improving interoperability and standards for new and current members.   
Kelly Goetsch also reflected on the last year of growth, saying MACH “now feels like the default,” and that “we’re no longer advocating from the sidelines.” Jasmine Guthmann also suggested that the MACH philosophy will play a bigger role moving forward, helping reinforce the organization's spirit.
There was a clear consensus around the need for more education, a key requirement for improving adoption. Along with a cache of thought leadership content and other knowledge resources, the Alliance just launched a new MACH TCO tool, and plans to release a maturity assessment tool that focuses on 6 key pillars, such as governance.
Later this year, we can expect new educational programs for brands and members, and Rasmussen hopes to offer some degree of certifications based on different levels of MACH expertise. This would include foundational programs, developer and architecture modules, and even a “MACH Expert” certification.
Rasmussen also talked about the evolution of MACH principles. He said that two years ago, we didn’t talk about MACHifying operations or enterprise resource planning. To that end, the framework needs to be flexible, as definitions and criteria will continue to change over time.
The panel shared a few other insights worth mentioning. First, there’s been a noticeable growth of MACH requirements in RFPs. In fact, one brand mentioned that MACH membership had become a baseline requirement when picking technologies – positioning MACH as a standard for the future.
The other topic was transparency. At both evening mixers, I heard from multiple ISVs and SIs about their concerns regarding the membership selection criteria and wanting more visibility into the process. According to Rasmussen, 53% of membership applications are rejected – but the majority resubmit. He noted a clear evolution in those resubmissions, suggesting that companies understand the gaps and adjust to meet the criteria. That said, the panel recognized this need for even more transparency and expressed a commitment to deliver it.
<h2>4. Relationships and trust continue to drive value</h2>
One of the persistent gaps in composable strategies is the responsibility model. Monoliths provide one throat to choke, while composable architectures might require seven.
Researching, procuring, and managing multiple technology partners can be challenging and time-consuming. More importantly, when things go sideways – and they always do – who takes responsibility? Who owns the issue?
For vendors like <a href="https://www.cmscritic.com/contentstack-launch-aims-to-simplify-front-end-hosting-interview-with-dean-haddock-senior-product-manager/">Contentstack</a>, its “Care without Compromise” provides an SLA-like template for handling problem resolution. But not all vendors have that kind of framework in place.
Over the last few days, I spoke to numerous SIs and ISVs about their composable partnerships and how they handle the hard stuff. I kept hearing the importance of their human relationships and the clear reliance on trust.
In one such example, an agency praised a headless CMS and its dedicated customer service manager, crediting them for their ongoing success. In another conversation, I used the word “vendor” to describe a platform, and was politely asked to use “partner” instead.
I heard several attendees talk about the need for more guidance when handling these partnership challenges. There may not be a common template or SLA yet, but it’s evident that MACH members are investing in the quality of their relationships to deliver and maintain high-value customer outcomes.  
<img src="https://cmscritic.com/ms-content/uploads/2023/06/mach-two-image-4.jpg" alt="MACH Two Impact Awards" />
<h2>5. The Impact Awards is a win for the MACH movement</h2>
It was an honor to help judge the MACH Two 2023 <a href="https://machalliance.org/mach-impact-awards" target="_blank">Impact Awards</a>. Over the last month, I read through dozens of detailed entries, each with a compelling story of composable transformation. They were bold, ambitious, innovative… and sometimes downright scary.
I say that with the greatest reverence, but I won’t pull any punches on the level of complexity in some of these use cases. But that’s just it: MACH isn’t for the faint of heart. Building a composable stack requires the right use case and a thoughtful implementation strategy. As Kelly Goestch once said on LinkedIn, “I love MACH, but regularly tell people 'MACH is not for you' – and then promptly refer them to Shopify.”
American Bath Group, winner of the "Best Overall Change Project,” truly brought the rain from an innovation perspective. Not only did they embrace MACH tenants at a foundational level, but they embodied the MACH mindset from planning to best practices. From an architectural perspective, this was all reinforced by its agency partner, Konabos, and its headless CMS, <a href="https://www.cmscritic.com/kontent-ai-raises-40-million-to-bring-the-power-of-ai-to-content-management/">Kontent.ai</a>.
The <a href="https://machalliance.org/mach-impact-awards">winners in each category</a> were all well-deserved. At the same time, the bulk of the 150+ entries showcased how far MACH has progressed. <a href="https://www.cmscritic.com/mach-alliance-releases-study-on-adoption-of-mach-technologies-by-tech-leaders-qa-with-sonja-keerl/">Sonja Keerl</a>, former president of the MACH Alliance, spoke about the importance of demonstrating real change when selecting the Impact Awards – and American Bath Group delivered the most compelling results from end to end. You can read the <a href="https://kontent.ai/customers/american-bath-group-success/">complete case study here</a>.
Even if you didn’t take home a statue, the Impact Awards represent a win for the MACH movement. With this much adoption and successful implementation, we can only expect more entries next year.
<img src="https://cmscritic.com/ms-content/uploads/2023/06/mach-two-image-5.jpg" alt="MACH Two mentoring program presentation" />
<h2>6. Women in MACH, mentoring, and other initiatives are becoming top of mind</h2>
Above all, the MACH Alliance is a community that strives to put people first. That was made abundantly clear throughout MACH Two, just by watching the networking and interactions between attendees – many of whom were experiencing a MACH event for the first time. Even the Whova conference app encouraged social engagement, with groups sprouting organically around various business and personal interests.
Aligning with this cornerstone of its mission, programs like <a href="https://machalliance.org/women-in-mach">Women in MACH</a> took on an elevated level of visibility within the physical event space and throughout the MACH Two communications. The group is still relatively new but has already established an important role within the Alliance community.
While credit is due for making this effort, there’s still work to be done across the tech industry to shatter the silicon ceiling. We need more allies to support programs like this – and for businesses to truly walk the talk.
Surely, we can do better by emphasizing STEM education and career mentoring at the earliest stages. But here and now, we need more female tech leaders in MACH and a continued focus on diversity. In his closing session, Casper Rasmussen called for more female representation, and this is where the Alliance is acting as a conduit for change. 
In addition to people, there’s our planet, and several attendees inquired about the roadmap for weaving sustainability and green technology initiatives into the fabric of the MACH Alliance. Rasmussen also touched on this in his final presentation, suggesting that more can be done with partners like AWS to enable greater sustainability in the cloud – and that more is coming.
<h2>Accelerating ahead to MACH Three</h2>
I'm still feeling the sonic boom of MACH Two. It might be hard to top the success of this sequel – but with so much growth and potential ahead, MACH Three could be an even bigger story.
As more brands evaluate MACH and composable strategies, hearing successful use cases from actual stakeholders might be the best way to overcome reluctant executives. Couple that with a community of ambassadors and members – many of whom are willing to share their time and expertise – and you might build consensus at MACH speed.
While no specific date or location has been publicized, MACH Three is tentatively planned for 2024 in North America. We’ll keep you posted on the details as they emerge.

MACH Two Conference Wrap: Six Takeaways from the Composable Event of the Year

MACH Two featured image with photos from the event in a collage

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