“Work expands to fill the time available for its completion.”
That’s Parkinson’s Law, coined in 1955 to explain how bureaucracies grow beyond their original purpose.
Seventy years later, the same dynamic plays out inside modern digital teams through resourcing models that create inefficiency and waste.
Organisations have invested heavily in marketing technology stacks: CRM, analytics, automation, and more. But the teams responsible for delivering against these investments are still typically built around fixed headcount models, designed for predictability, not adaptability.
In practice, many specialist roles don’t require permanent full-time hours. But because it’s difficult to hire top-tier digital talent part-time, organisations often bring these roles in full-time anyway. And once they’re in place, Parkinson’s Law takes effect: the work expands to fill the time available.
Sometimes that means stretching a limited workload across the week. Sometimes it means drifting into adjacent responsibilities that fall outside the specialist’s core expertise. Either way, cost rises and impact falls.
At the same time, capabilities that are genuinely needed remain unaffordable because the budget is already locked up elsewhere.
Most digital programmes begin with a clear structure and timeline. But plans shift, sometimes gradually, sometimes overnight. Stakeholder priorities change. Timelines compress. New platforms introduce unforeseen integration challenges.
None of this reflects poor planning. It reflects the reality digital teams operate in where there’s a constant stream of unexpected and unplanned complexities in every project.
With a traditional fixed headcount team, when requirements change or scope expands, delivery slows, compromises are made as specialist gaps become evident.
In a climate where digital leaders are being asked to do more with less, many are integrating fractional digital teams to improve their ability to dynamically flex capacity, skills and costs to ever-changing requirements.
If you're exploring ways to stretch your digital budget further, here's how Fractional Digital Teams are working in practice, let’s talk.