UK marketers turn to Tiger Teams & AI to overcome key hurdles
Over half of UK marketers are now turning to 'Tiger Teams' as they address increasing demands and resource constraints, according to new research from Optimizely.
The study, which surveyed 100 marketing professionals across the UK, found that 53% report using agile, cross-functional Tiger Teams to tackle critical challenges with greater speed and effectiveness. The rise of this approach is occurring as 81% of those polled say their leadership teams require more output despite shrinking resources.
Changing structures
Tiger Teams originate from NASA, where small specialist groups solve complex problems rapidly. Marketing teams across the country are adopting this model as a way to break down internal silos and bring together expertise from different disciplines. The intent is to address pressing problems from multiple perspectives, with a focus on results and efficiency.
The Optimizely report, titled 'Optimize Everything', highlights the significant market pressures faced by today's marketers. One in four respondents, or 25%, indicate that executing marketing strategies is becoming increasingly difficult. A majority, 53%, are searching for more unified systems to simplify workflows and enhance performance.
Technological changes are accompanying structural ones, with 56% of marketers stating that integrated platforms are important to meeting new demands, and 32% deeming such platforms as "essential". Artificial intelligence also features prominently in plans for optimisation, as 41% cite improved AI integration as their top opportunity for the year ahead.
"Marketers today are juggling huge expectations to deliver smarter, more personalised campaigns with fewer resources. That's where Tiger Teams work their magic—they bring energy, focus, and speed to big, messy challenges. But to really thrive under pressure, teams need technology that moves just as fast. AI isn't a nice-to-have add-on anymore; it needs to be baked into how we plan, create, and optimise. When you bring content, AI, and experimentation together in one seamless workflow, you cut through the chaos and create better, more meaningful experiences at every step of the customer journey."
The above was stated by Tara Corey, Senior Vice President of Marketing at Optimizely, commenting on the evolving expectations in marketing and the growing reliance on cross-functional teams and technology. She emphasised the importance of integrating AI and streamlining processes throughout the customer engagement journey.
Integration and optimisation
The report urges brands to reconsider how they connect their content, experimentation, AI, and personalisation strategies. As marketing technology stacks become more integrated, working in cross-functional teams positions marketers more effectively to meet business demands and deliver impactful digital experiences.
Optimizely's platform enables this approach by combining AI, real-time experimentation, and personalisation. In doing so, marketers have access to tools that help them manage simplified tech stacks, accelerate decision-making, and optimise experiences across a broad range of customer interactions.
The research findings point towards a trend of marketers actively seeking models and systems that allow for greater agility and responsiveness to a complex business environment. With the incorporation of Tiger Teams and more integrated technologies, marketing departments are aligning their structures to achieve efficiency and improved effectiveness in their campaigns.