Ecommerce Playbook: Numbers, Struggles & Growth

In this episode of the Ecommerce Playbook Podcast, we’re diving into the crucial role of accurate forecasting in driving e-commerce growth — especially during challenging times.

Inspired by our upcoming Sharpen Your Skills episode, this discussion unpacks why many brands struggle with overly optimistic forecasts and how an unbiased, data-driven forecast can provide the reality check needed to reset and rebuild.

Key Topics Covered:

- The E-Commerce Intervention – Why many brands today need a forecasting “intervention” to identify the cold, hard reality of their current state.

- Rooting Forecasts in Reality – How unbiased, third-party forecasting exposes overestimations and reveals realistic growth targets.

- The Power of Data-Driven Forecasting – Why accurate forecasting starts with data, not desire — and how this truth can save your business.

- Aligning Ambition with Attainability – How to set aggressive yet achievable goals using accurate forecasting models.

- Forecasting as a Growth Lever – Why your forecasting process can be the difference between stagnation and sustainable growth.

If you’re feeling stuck, overwhelmed, or unsure how to set meaningful growth targets, this episode will help you reset your approach and build a forecast rooted in reality.

Show Notes:

- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.

- The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts.

This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!

Key Topics Covered:

- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.

- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.

- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.

- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.

- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.

If you’re relying too much on paid media and want to unlock new growth levers, this episode is for you.

Show Notes:

- Access Postscript:⁠ ⁠⁠https://bit.ly/4h2v0Lb⁠- The Ecommerce Playbook mailbag is open — email us at ⁠[email protected]⁠ to ask us any questions you might have about the world of ecomm

In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts.

This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!

Key Topics Covered:

- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.

- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.

- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.

- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.

- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.

If you’re relying too much on paid media and want to unlock new growth levers, this episode is for you.

Show Notes:

- Access Postscript: https://bit.ly/4h2v0Lb
- The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

This episode isn’t just about a viral Tecovas ad—it’s about the bigger picture of authentic marketing. We sit down with Krista Dalton, CMO of Tecovas, to break down the full story behind their marketing success.

From understanding the customer to building the right product, finding the ideal distribution channels, and crafting memorable ads—this episode dives into how great marketing is built from the ground up.

We cover:

-How deeply understanding your customer and product can unlock new marketw

-Why the best campaigns don’t always rely on direct response—they can thrive by tapping into identity

-The strategy behind Tecovas’ marketing success and what it reveals about growth marketing and TAM

Krista Dalton shows us how authentic marketing extends from a brand identity, to the final ad unit. Don’t miss this one. 

Show Notes:

-Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.

-Explore the PROPHIT System: prophitsystem.com

-The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

Ever wondered what would happen if you ranked every employee in your company? We did exactly that—and the results were eye-opening.

In this episode of the Podcast, we dive deep into the Key Employee Index, our custom-built employee scorecard that tracks performance, impact, and cultural fit at Common Thread Collective. Our VP of Employee Development & Performance, Dane Sanders, breaks down:

• Why we created an employee ranking system

• How we objectively and subjectively score employees

• The unexpected impact on team morale and company culture

• How this scorecard helps us retain top talent and improve performance

Some people think ranking employees is ruthless—but we’ve found that clarity creates opportunity. By measuring who’s truly driving results, we’re able to develop, reward, and support our best employees while creating an elite, high-performance culture.

Watch to see how this scorecard transformed our business—and why you might want to try it in yours.

Show Notes:

• Talk to an expert and see SARAL in action - https://bit.ly/4gN6Nbo
• Explore the PROPHIT System: profitsystem.com
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

If your paid media feels less effective than ever, your measurement system might be the real problem. Many 8-9 figure ecommerce brands are unknowingly starving their own growth because they’re looking at the wrong data. As brands expand beyond DTC into Amazon, retail, and omnichannel marketing, traditional metrics like MER and ncROAS no longer tell the full story.

In this episode, we break down the biggest measurement mistakes that are causing brands to pull back on ad spend too soon, leading to stalled growth and missed opportunities. If you want to know how to properly assess the efficiency of your ads—and stop making costly decisions based on incomplete or misleading data—this is a must-watch.

What You’ll Learn in This Episode:

• Why your reported ad efficiency is lower than reality (and what to do about it)

• The hidden impact of Meta & YouTube ads on Amazon & retail sales

• How to assess incrementality instead of just relying on platform-reported ROAS

• The #1 measurement mistake brands make when scaling to 8-9 figures

• A step-by-step plan to fix your data and unlock scalable growth

Show Notes:

• Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.
• Explore the PROPHIT System: profitsystem.com
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

DTC Twitter lost it over this Tecovas ad—but was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holiday’s tweet, why so many misunderstood the ad’s real impact, and what it reveals about the future of growth marketing.

Was this ad truly a “bad” direct response play, or was it actually a genius move that expanded Tecovas’ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.

Watch to learn:

• Why Taylor Holiday’s Tecovas tweet stirred up DTC Twitter

• The real definition of growth marketing (hint: it’s NOT just ads)

• How Tecovas’ approach sold out a product despite the criticism

• What ecommerce brands can learn from this controversy

Show Notes:

• Access Postscript: https://bit.ly/4h2v0Lb
• Tweet: https://x.com/TaylorHoliday/status/1890505039074009295
• Explore Compass: adcompass.ai
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

AI is rapidly changing the ecommerce landscape, automating tasks once handled by humans and raising the question—are ecommerce jobs at risk? In this episode, we dive deep into the future of AI in ecommerce, breaking down how AI is transforming everything from inventory management to ad buying, and whether human expertise can still compete.

• Will AI completely replace ecommerce jobs?

• What skills will still be valuable in an AI-driven world?

• How can brands use AI to their advantage instead of fearing it?

Join us as we explore the pros, cons, and potential future of AI in ecommerce. Is this the end of human-led ecommerce, or just the beginning of a new era?

Show Notes:

• Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
• Explore Compass: adcompass.ai
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

Most ecommerce brands are bleeding cash without even realizing it. Margins are shrinking, competition is fiercer than ever, and the game has changed. But there’s one secret weapon that can turn the tide: accountants who understand marketing.In this video, we break down why financial professionals need to step across the bridge and integrate marketing insights into their strategy. If you’re an accountant, CFO, or financial consultant, this is your COVID moment—a once-in-a-lifetime opportunity to redefine your value and stand out in the industry.What You’ll Learn:

• Why ecommerce brands are struggling with unprofitable growth
• How accountants can bridge the gap between finance & marketing
• The biggest financial mistakes ecommerce businesses are making
• Why understanding ad spend & customer acquisition costs is crucial
• How we used this strategy to 3X our growth while others struggled

Don’t be another black-and-white cow in a crowded field. Be the Purple Accountant.

Podcast in collaboration with A2X: https://www.a2xaccounting.com/

Are you an accountant or bookkeeper wanting to connect with ecommerce businesses? A2X can help! Learn more about the A2X Partner Program here: https://www.a2xaccounting.com/accountants

Show Notes:

• Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
• Explore Compass: adcompass.ai
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

The last few years have been brutal for DTC brands. From the COVID boom to the Ozempic era, skyrocketing acquisition costs, vanishing venture capital, and economic shifts have crushed many ecommerce businesses. But here’s the twist—2025 could be the best year in DTC history.

In this video, we break down the evolution of DTC brands, why so many have struggled, and the key strategies that will separate the winners from the losers.  We share real data, case studies, and the exact playbook top brands are using to not just survive—but thrive—in this new era.

What you’ll learn:

• The rise and fall of DTC (and what caused it)

• Why traditional growth strategies no longer work

• The new playbook for profitability and sustainability

• How smart brands are reinventing acquisition, cash flow, and product strategy

• Why 2025 will mark the beginning of a massive DTC comeback

If you’re running an ecommerce brand or looking to scale in 2025, this is a must-watch. The game has changed—are you ready to adapt?

Show Notes:

• Access Postscript: https://bit.ly/4h2v0Lb
• Explore Compass: adcompass.ai
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm