New research from Optimizely shows UK marketing teams feel sidelined in decision-making. 75% of marketers report senior leadership makes key decisions without consulting the teams executing campaigns
At the same time, 81% of marketers say their leaders expect them to deliver more with fewer resources. Despite that pressure, many lack agency to act: 21% spend more time justifying their work, and 16% feel ongoing pressure to prove marketing’s value, Meanwhile, 17% believe their organisation doesn’t fully grasp modern marketing’s complexity.
Teams Rely on Tiger Squads to Push Back
In response, 53% of UK marketers now use “Tiger Teams”—small, cross-functional groups that tackle big challenges quickly. Inspired by NASA’s problem-solving squads, these teams cut through bureaucracy and silos by bringing diverse skills to one focused mission.
Tara Corey, Optimizely’s SVP of Marketing, says Tiger Teams bring energy, speed, and clarity. She adds that without integrated tech, even the best teams can’t move as fast as challenges demand.
Fragmented Tools Slow Growth—and AI Offers a Fix
Marketers point to chaotic tech stacks as a key hurdle. 53% say they need a more unified system, and 32% call integrated systems essential. Yet only 24% currently have platforms that merge AI, experimentation, content and personalisation.
Optimizely’s report shows that 41% plan to optimise by integrating AI into their workflows this year. The idea is to align real-time data with creative execution for smarter, faster.
Still, 30% of UK marketers admit their organisations struggle to balance AI with human creativity, especially on high-profile campaigns.
Why It Matters
Marketers deliver under pressure—but without involvement in decisions or proper systems, they hit roadblocks. Tiger Teams and tighter tech integration show promise. With decision‑makers empowering teams and technology that connects experimentation, AI and content, marketing can move from firefight to foresight.
Tara Corey sums it up: When marketers get trust and tech, they make faster, smarter moves—and drive experiences that resonate and perform.