The digital experience landscape is evolving rapidly, driven by shifting customer expectations, market dynamics, and technological advancements. For CMOs and CIOs, staying ahead means making critical decisions about digital experience platforms (DXPs). The move toward composable DXPs offers "unprecedented flexibility", but it also presents challenges that business leaders must navigate carefully.
Is a composable DXP the right choice for your organisation? Let’s explore how this shift impacts strategic decision-making, ROI, and operational efficiency, and how you can manage the risks involved.
A composable DXP breaks down the traditional, monolithic platform into modular components, such as content management, personalisation, analytics, and marketing automation, that can be adopted and integrated as needed. This approach leverages microservices, APIs, and cloud-native technologies to provide a flexible and scalable foundation for digital experiences. You may have heard the phrase MACH, to describe this also.
For CMOs: A composable DXP means, in theory, you can deploy best-of-breed tools to enhance customer engagement, personalise content delivery, and adapt marketing strategies more effectively.
For CIOs: It offers, in theory, the flexibility to integrate new technologies, optimise system performance, and reduce reliance on single-vendor solutions.
Why the change?
The reality is many of us got here today through blind technology-led decision making and the necessity to get content, campaigns and experiences in market.
The question is, are we making the same mistakes again when moving into this "new" composable world?
Agility & Adaptability
| CMO Perspective | CIO Perspective |
| Launch new campaigns, test innovative marketing tactics, and personalise customer journeys faster without being constrained by platform limitations. | Respond quickly to evolving business needs by integrating new tools without overhauling the entire system. |
Cost-Effective Investment
| CMO Focus | CIO Focus |
| Allocate budget to tools that drive measurable marketing outcomes rather than paying for unused platform features. | Optimise IT spending by selecting components that align with business needs, avoiding costly all-in-one solutions that may not deliver full value. |
Innovation and Competitive Advantage
| CMO Insight | CIO Insight |
| Stay ahead of competitors by easily integrating cutting-edge technologies like AI-driven personalisation or advanced analytics. | Enable a future-proof architecture that supports continuous innovation without the need for disruptive platform migrations. |
Improved Customer Experience
| CMO Goal | CMO Goal |
| Craft seamless and personalised customer experiences by integrating tools that excel in specific areas of marketing and customer engagement. | Ensure a robust and reliable infrastructure that supports flawless execution of customer-facing initiatives. |
In short, there is an argument to say that all these benefits and outcomes were the proposed benefits of an all-in-one monolithic stack... Is the re-investment of a major platform expenditure, to "get" a system that proposes the same benefits as you had before really worth it? Perhaps you need to let us be the judge?
Align with Business Goals
Ensure that the move to a composable DXP supports broader business objectives, such as improving customer acquisition, enhancing retention, or accelerating digital transformation. Do not just adopt technology because the tech vendor or the technical teams say so.
Conduct a Thorough Audit
Evaluate your current digital infrastructure, customer journeys, and operational processes and people to identify gaps and opportunities for composability.
Plan for Change Management
Implement a structured approach to managing the transition, including staff training, process updates, and stakeholder communication.
Partner with Experts
Engage experienced technology partners who understand the nuances of composable architectures and can guide you through the implementation process.
Measure ROI and Performance
Define clear KPIs to measure the success of your composable DXP strategy, such as customer engagement, time-to-market for new features, and cost savings.
Adopting a composable DXP brings undeniable flexibility, but it also comes with challenges that demand strategic foresight. One of the biggest hurdles is integration complexity. Marketing teams need tools that seamlessly connect to create smooth customer experiences, while IT teams face the task of ensuring these modular components work together without glitches. If integrations falter, the whole system risks becoming disjointed and inefficient.
Vendor lock-in and management overhead are also real concerns. While composability promises flexibility, in practice, certain tools may limit agility due to compatibility issues. Managing multiple components means more updates, security checks, and performance monitoring, which can overwhelm teams already stretched thin. Marketing workflows can also become tangled when too many tools are in play, complicating execution and data analysis.
Lastly, there are skill gaps and cost implications to consider. Both marketing and IT teams may need new skills to manage composable architectures effectively, which can delay progress. Financially, the upfront costs of integration and the ongoing expense of managing multiple vendors can add up quickly. Balancing these costs with the potential ROI is crucial to avoid a situation where the flexibility of composability ends up costing more than it delivers.
The move to a composable DXP represents a paradigm shift in how businesses deploy and manage their digital experience platforms.
If you need help and clarity, working with LuminateCX will unlock independent and unbiased clarity quickly for you.