From Launch to the "Coolest Tech in Town Club" in a Year.

Transforming a tech alliance from a nascent idea into a global movement that redefined enterprise technology standards.

From Concept to Industry-Defining Movement in Twelve Months, the BaaS Company spearheaded the MACH Alliance launch, crafting its positioning, thought leadership, and building a global brand from the ground up.

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amber bartholomeusz

Head of Marketing @Mach Alliance

"AI has become extremely powerful. This is something that would have probably taken me a day and a half. I got it done in probably an hour last night.”

kelly goetsch

Co-founder @Mach Alliance

“Without The BaaS Company, the MACH Alliance would be a forgotten historical footnote rather than an over 100+ member strong industry movement.”

How we did it:

Challenge
Solution
Result

When Emerging Technologies Meet Strategic Positioning

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In June 2020, the tech industry faced a critical moment of technological transition. Monolithic enterprise applications still dominated the market, creating significant barriers to innovation. The MACH Alliance emerged with an ambitious goal: to create a new standard for enterprise technology that prioritizes flexibility, modularity, and cutting-edge approach.

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The founders needed a comprehensive strategy to:

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• Establish credibility in a skeptical market

• Create a unified voice across diverse technology partners

• Build a movement that could challenge existing technological paradigms

"The continuous lead that The BaaS Company provided in growing the brand and building out a diverse thought leadership strategy ensured that the MACH Alliance not just stayed relevant but increased its relevance for digital leaders over the years. Not to forget the execution of high-value content that we are proud to go out into the market with."

Kelly Goetsch

MACH Alliance Co-Founder & former President

The BaaS Company designed a multi-layered strategy that went beyond traditional consulting. Among many other things, The BaaS Company ramped up:

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  1. Brand Positioning
    • ‍The narrative to topple legacy tech thinking
    • The MACH Alliance Manifesto as a declaration of technological shift
    • The positioning that exposed the limitations of outdated enterprise approaches
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  1. Thought Leadership
    • Strategic communications that challenged industry status quo
    • Media and Analysts approach by presenting a radical reimagining of enterprise technology
    • Messaging that cut through industry inertia
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  2. Community Building
    • Ambassador and certification programs that redefined industry participation
    • Networking opportunities that broke traditional tech ecosystem boundaries, including the groundbreaking Women in MACH initiative
    • An inclusive growth strategy that empowered innovative thinkers

Measurable Impact:

  • Grew from 12 to 100+ members 
  • Named "Coolest Tech in Town Club" by Forrester after one year  in 2021
  • Established MACH as a trusted industry standard
  • Created a certification program that became an industry benchmark

Long-Term Partnership:
Beyond the initial launch, The BaaS Company continued to support MACH Alliance's evolution:

  • Developed AI strategy
  • Refined organizational messaging
  • Created advanced communication frameworks
  • Helped sync team thinking and communication approaches
  • Systematically providing independence by templatizing, training and also putting MACH industry knowledge into the MACH AI Brain, distributing it across the team to scale insights