Article
February 10, 2025 · 2 min read timeAs marketing technology evolves, the need for flexible and agile martech stacks has become essential. Traditional, monolithic platforms often struggle to keep pace with rapid changes, limiting innovation and responsiveness. Composable architecture offers a new path, allowing businesses to build dynamic marketing stacks tailored to their needs as an advantageous solution.
Imagine being stuck with a rigid system that only lets you make updates every few years. That’s the reality with monolithic martech solutions. They can be convenient but are less ideal for companies prioritising adaptability. Composable architecture changes the game by enabling organisations to build their stacks from modular, best-in-class components. This approach provides agility, allowing you to quickly integrate new tools and innovate.
Key benefits of composable architecture
What makes composable architecture the future of marketing technology? Here’s why it’s a smart move:
Flexibility and modularity: Select the best tools for each task – CRM, CMS, analytics – without being locked into a single vendor's ecosystem. It’s about creating a martech stack that evolves with your needs.
Scalability and adaptability: Scale components as needed rather than overhauling the entire system. Your stack grows with your business.
Seamless integration: Open APIs and standard protocols enable smooth data flow and a unified customer view, eliminating silos and enhancing decision-making.
Cost efficiency: Avoid overpaying for underused features. Invest strategically in tools that add value.
Continuous innovation: Experiment with new technologies without disrupting the entire system. Stay ahead of market trends and customer needs.
Getting started with composable architecture
Transitioning to a composable architecture might seem complex, but it doesn’t have to be. Here are the key steps to get started:
Evaluate your current stack: Identify what’s working and what’s holding you back. Understand your data flows and integration points to identify where composable components would add the most value.
Set clear objectives: Decide what you want your martech stack to achieve. Clear goals, such as better analytics, improved customer experiences, or more efficient automation, will help you choose the right tools.
Design a flexible architecture: Think modular. Create a blueprint showing how each component will connect. A microservices-based approach can facilitate easier upgrades and replacements.
Choose integration-friendly tools: Opt for platforms known for strong API capabilities and compatibility. This will ensure smoother integration and data flow across your stack.
Pilot and iterate: Start with a small-scale implementation. Test, gather feedback, and refine your approach before a full rollout.
How composable architecture drives results?
Consider a retail brand that ditched its rigid marketing cloud in favour of a composable approach. By integrating a leading CRM with a headless CMS and analytics tool, they delivered more personalised campaigns and saw a notable increase in engagement and conversions – all while cutting costs.
Adopting composable architecture isn’t just about technology, it’s about strategy. Businesses that embrace a flexible, future-proof martech stack position themselves for growth and resilience in an ever-changing landscape.
At Nitor, we help businesses navigate the shift to composable architecture, from strategic planning to integration. Are you ready to transform your martech stack?
Download our e-guide to learn how composable architecture can future-proof your entire system: “Digital commerce in 2035 - How to thrive in an unpredictable future”.
Written by
Max Packalen has extensive experience at the intersection of technology and business, having worked in diverse roles within the IT industry for 30 years. He is an adaptable architect who understands the challenges of both the consumer and B2B sectors. In recent years, his focus has been on modern marketing automation and tools, particularly from a composable approach. Max acts as a bridge between technology and business and approaches new technologies with curiosity.
