Bee Craft explains how agile “scrum” sprints cut stakeholder chaos and boost marketing team productivity. On MAD//Insight’s partner podcast Shiny New Object, she also shares why data isn’t everything in marketing and offers advice for students starting out.

"I don't want a team of people who are so frantic and actually being unproductive because they don't know actually if they're coming or going," says Bee Craft, Head of Performance Marketing at Golfbreaks.

Bee has started applying the software development methodology of scrums in her marketing team, working in two-week sprints to ensure that team members are always very clear on what they work on, with transparency about priorities and progress. This reduces the noise and frantic feeling of stakeholders constantly requesting something. Moreover, it gives Bee a clear way to push back when priorities don't allow for new work, or of re-prioritising as needed. The result is not just clarity, but also improved productivity and a better work environment for all.

On the podcast, Bee also explains why data isn't everything for marketing effectiveness, giving her top tips for considering the human context in decision making. And tune in to get her advice on how to get ahead as a student new to the industry, too.

Shiny New Object is hosted by Tom Ollerton, Founder, Automated Creative.