Marketing chiefs are increasingly turning to techniques developed by NASA to set up so-called “Tiger Teams”, comprising small, cross-functional units focused on solving critical challenges quickly and effectively.
According to the Optimize Everything report from Optimizely, based on a study of 100 marketers, more than half (52%) interviewed are now setting small teams within their departments to simplify operations and boost performance.
The move comes as CMOs are placed under growing pressure to deliver more with less. Four in five marketers (81%) feel their leadership teams now expect greater output from marketing, despite fewer resources.
A quarter (25%) say marketing strategies are becoming harder to execute, and over half (53%) are actively seeking a more unified system to simplify workflows and improve performance.
NASA’s use of “Tiger Teams” gained prominence during the Apollo 13 crisis in 1970. While the practice originated in the military, NASA’s deployment of a team of specialists to address the mission and ultimately bring the astronauts home safely, popularised the concept.
The model has recently spread throughout businesses and is now becoming the structure of choice for today’s marketing teams. These teams bring together subject matter experts from different disciplines; breaking down silos to address a specific challenge or objective from all necessary angles.
As well as revamping their teams, marketers are restructuring their technologies. Over half (56%) say fully integrated systems are important to meet growing demands, while 32% say they are “essential”.
As has been widely reported, AI is now playing a major role in marketing, with many professionals now relying on the technology to help streamline their operations, and 41% saying better integration of AI is their best opportunity for optimisation this year.
The Optimize Everything report urges brands to rethink how they connect content, experimentation, AI and personalisation.
As tech stacks become more integrated and teams work in a cross-functional system, marketers are better positioned to meet challenges head-on and create more effective digital experiences.
Optimizely SVP of marketing Tara Corey said: “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.”
Picture credit: Universal Pictures
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