Ecommerce Playbook: Numbers, Struggles & Growth

Available Episodes

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CFO Summit: Board, Budget, Bonus - The Forecasting Framework for 2026
In our first CFO Summit Taylor breaks down the Board, Budget, Bonus forecasting framework—CTC’s core system for building a clear, defensible, and aligned financial plan for 2026.This replay walks you through how high-performing ecommerce brands create scenario models that serve their board, their finance team, and their operators… all without losing focus during the busy BFCM season.In this replay, you’ll learn:-The 3 scenario model every CFO should build for 2026-How to anchor your plan in real data not hope or assumptions-Why most ecommerce forecasts break (and how to fix yours)-How new vs. returning customer trends shape next year’s revenue-How to connect your marketing calendar directly to your financial plan-Why forecasting succeeds or fails based on daily executionWhether you’re a founder, CFO, VP of Finance, or operator driving next year’s plan, this replay gives you the structure and clarity to build a forecast your board—and your team—can trust.Show Notes:The CFO Summit series brought to you by: Fulfil: https://bit.ly/3JWVJ0qTaxCloud: https://bit.ly/3LQ1M7uExplore the PROPHIT System: http://prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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Meta’s Black Box Is Ruining Your Creative Strategy
Meta’s new creative ranking systems are changing everything, and most brands have no idea how much it’s affecting their performance. In this episode, we break down exactly how Meta’s Black Box evaluates your ads, why your creatives are being grouped together, and why small variations (like hook swaps) no longer matter the way you think they do.Our Guest today is Reza Khadjavi, CEO at Motion, the creative reporting platform trusted by top DTC brands.What you’ll learn:Why Meta sees one ad even when you upload tenHow Andromeda assigns “priors” to your creativeWhy hook testing isn’t moving the needle anymoreHow AI labeling is changing creative analysisWhat creative diversity actually means to MetaThe end of growth hacking (and what comes next)How to build a creative strategy that still works in a black box worldIf your ads feel stuck, inconsistent, or unpredictable… This episode will explain why.Show Notes:This episode is brought to you by Tie: http://meettie.comExplore the PROPHIT System:http://prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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How to Set Meta ROAS Targets Before Black Friday
How do you set the right ROAS target on Meta heading into Black Friday and Cyber Monday?Most brands either guess… or use last month’s numbers and hope they hold.But BFCM behaves nothing like a normal period and the attribution windows prove it.In this episode, Tony and Steve walk through the real data behind Meta’s 7-day vs. 28-day click attribution, why value shifts dramatically in the weeks leading up to Black Friday, and how that should change your spend strategy right now.You’ll learn:How much value Meta under-reports in the 7-day windowWhy pre-BFCM ad spend has a longer conversion tailHow to push your ROAS target lower without tanking efficiencyHow incrementality testing plays into your spend ceilingWhy daily spending power spikes in early November—and how to use itHow to analyze YOUR 7-day vs 28-day attribution before BFCMShow Notes:This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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2026 Forecast Planning: Board vs Budget vs Bonus Explained
Most ecommerce brands build one forecast — and that’s why most forecasts are wrong.In this episode of the Podcast, Richard and Luke break down the 3-forecast model that every high-performing brand should use when planning for 2026: Board. Budget. Bonus.You’ll learn:Why every brand needs three forecasts, not oneHow to balance short-term execution (Black Friday) with long-term planning (2026)How to model different outcomes for your board, your operating budget, and your team goalsHow to use tools like percentage-over-model and event effect modeling to make forecasts actually usefulIf you’re leading growth, finance, or operations at a 7 to 9 figure brand, this episode will help you plan smarter, forecast with confidence, and build a roadmap that aligns your team from boardroom to bonus.Get your 2026 forecast built with CTC’s Prophit System: https://commonthreadco.com/pages/prophit-systemShow Notes:This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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Why Your 2026 Financial Plan Needs 3 Scenarios (Not 1)
Most brands are building their 2026 plan all wrong.In this episode, Taylor breaks down why you can’t walk into the new year with one financial forecast — and why the smartest brands plan three: Board, Budget, and Bonus.You’ll learn how to:Build scenario plans that align finance and marketingForecast existing and new customer revenue with confidenceConnect your marketing calendar directly to your financial goalsPresent a plan your board, your bank, and your team will actually believe inWhether you’re a CMO, CEO, or founder planning for growth in 2026, this is your playbook for making smarter decisions before the year even starts.Get your 2026 forecast built with CTC’s Prophit System: https://commonthreadco.com/pages/prophit-systemBonus Offer (through Nov 11): Sign up now and get our Black Friday Cyber Monday Hourly Tracking Report — free.Show Notes:This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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About Ecommerce Playbook: Numbers, Struggles & Growth

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.

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