For any marketer aiming to move faster, personalize more effectively, and close the gap between insight and execution, this post offers a clear path forward, Positionless Marketing, that empowers marketers to act independently with full access to data, creative tools, and optimization capabilities.
This blog post highlights a critical truth: most marketing teams still struggle to achieve agility, not because of a lack of tools, but because of fragmented collaboration and siloed roles.
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The Big Picture: Agile Marketing is Still Out of Reach
There is a key number (statistic) in Forrester’s Opportunity Snapshot, Accelerating Marketing Impact Through AI And Agile Workflows, that every marketer should take seriously. Seventypercent (70%) of marketers say collaboration across teams is one of the biggest barriers preventing them from becoming truly agile. This Opportunity Snapshot is a commissioned study conducted by Forrester Consulting on behalf of Optimove.
That means most marketing teams are not struggling with ideas or tools. They are struggling to work together effectively. When teams can’t collaborate, they can’t execute quickly, which is a major threat in the world of marketing, where speed and personalization are everything.
Forrester’s Research surveyed 153 senior marketers in May 2025 across e-commerce, financial services, and travel. According to this study, 87% of marketers say becoming more agile is critical, but most are still stuck in outdated workflows that can’t keep up.
This is because marketing is still fragmented. Insights live with analysts, copy and visuals sit with creative teams, and journeys are built by a small group of execution specialists. Everyone waits for someone else to get the needle moving. Teams stay locked in traditional workflows that make true agility nearly impossible.
Collaboration is the Roadblock
Being agile in marketing is not a tool problem. It is a collaboration problem, which is why agile marketing has stalled for so many organizations.
The marketing assembly line may have made sense years ago, but today, it creates bottlenecks. Campaign managers wait for data, creative teams wait for briefs, and analysts wait for results to be funneled back. Every step involves a handoff, and every handoff creates delay.
To move faster, teams need to work together in real time, with a shared view of the customer and the ability to act without waiting on each other.
The Answer: A Single Marketing View in a Positionless Marketing Era
To solve the collaboration gap, marketers need a shared foundation. That is where Optimove’s Single Marketing View comes in. The Single Marketing View unifies all customer data in one place. It gives every marketer access to insights, segments, and behavioral patterns so they can act immediately. No more waiting on analysts, no more back-and-forth requests, no more blind spots.
With native connectivity across existing systems, marketers can finally eliminate the 70% integration challenge that slows execution and personalization. Pair that with AI-powered journey orchestration, self-optimizing campaigns, and GenAI for asset creation, and get a team that is no longer dependent on handoffs or bottlenecks to move.
This is the foundation of Positionless Marketing, a model that lets any marketer act instantly on insights, personalize across channels, and optimize without needing five different specialists.
One View Unlocks 3 Key Positionless Marketing Powers
With a Single Marketing View, teams become more autonomous and more effective. It unlocks three Positionless Marketing Powers that every modern marketer needs:
#1. Data Power: Immediate access to customer insights without relying on analysts
#2. Creative Power: Instant generation of channel-ready assets without waiting on designers
#3. Optimization Power: Self-optimizing campaigns and journeys run without constant oversight
When teams have all three powers in one place, they can collaborate by doing, not by waiting.
What Happens When Teams Go Positionless
While most marketing teams aim to be agile, few actually achieve it in practice. Positionless Marketing bridges that gap by giving teams the autonomy to execute without delays – and when brands make the shift, the results speak for themselves.
Here are two use cases that prove it:
FDJ United reduced campaign launch time from 6 weeks to 24 hours
Caesars went from 5-day launches to 5-minute turnarounds
In Summary: Collaboration Starts with Consolidation
The future of marketing is not about doing more with less. It’s about doing more together. Seventy percent (70%) of marketers say collaboration is their biggest barrier, and solving it requires more than better communication. It demands shared tools, shared data, and shared power.
Gain more insights from the report in this post, which reveals how marketing teams continue to struggle with AI adoption and agility, and what it means for the future of customer-led marketing.
For more insights on the Positionless Marketing era, contact us to request a demo.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
