Ecommerce Playbook: Numbers, Struggles & Growth

• We Killed the Growth Map! Here’s What Replaces It

  We just did something radical: we killed the Growth Map—CTC’s signature media buying tool used for years across hundreds of ecommerce brands.Why?Because AI changed the game.In this episode of the Podcast, we break down why our old system no longer works, how AI is reshaping the future of media buying, and what we’re building to replace human limitations with 24/7 omnipresence.Learn about:Why the Growth Map is deadWhat “circadian media buying” is (and why it’s obsolete)How AI forecasts spend, ROAS, and campaign performance better than any humanThe launch of Compass + Scout—CTC’s next-gen media ops platformWhat role humans still play in an AI-dominated futureThis isn’t just a tech update. It’s a shift in how performance marketing will be done from now on.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/threadExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

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• Growth Is a Muscle—Here’s How to Train It

  Most brands think they have a growth problem—but what they really have is a DOING problem. In this episode, we break down why volume of action is the single greatest predictor of business growth—and how to build a system that trains this muscle every day.From 400+ ads to 52 product launches a year, we’ll show you what it takes to build momentum, create consistently, and generate real results.You’ll learn:Why most brands dramatically underestimate the effort requiredThe 3-stage framework: Quantity → Diversity → QualityHow consistent action builds compound returnsThe system we use at CTC to drive mid-8-figure growthIf you’re tired of waiting and ready to start creating, this is your blueprint..Show Notes:Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Shaping the Future of DTC in 2025: Virtual Event - May 12th - https://go.chargeflow.io/ctc-dtc-2025Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

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• How Skullcandy Used a Competitor to Win New Customer

  What happens when you collaborate with a competitor instead of competing with them?In this episode of the Podcast, we sit down with Skullcandy CEO Brian Garofalow to unpack the bold business strategy behind their surprising partnership with Bose. From leveraging “product as marketing” to rebranding perception, launching at $99, and turning retail into a megaphone, this episode is a masterclass in how to create buzz, distribution, and long-term brand equity.You’ll learn:Why Skullcandy teamed up with Bose (and how it worked)The hidden math behind smart brand partnershipsHow to make your product the marketingLessons DTC brands can apply at any scale.Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm

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• We Built Our Own Incrementality Testing Tool

  After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the  Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners.We’ll break down:Why incrementality testing is the gold standard of marketing measurementHow our tool makes geo holdout testing more affordable and accessibleReal world results from brands already using itHow this changes the way we plan, forecast, and allocate ad budgetsIf you’re tired of guessing what your ads are really doing, this one’s for you..Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

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• March Report Card: Did We Hit or Miss the Forecast

  How did our clients actually perform in March 2025?On this episode of the podcast, Taylor and Richard break down the latest performance scorecard across our client portfolio—revealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals.Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning.Here’s what you’ll learn:The exact numbers behind our March forecast (and how close we came)Why most agency case studies are misleadingHow to evaluate an agency with real data, not anecdotesHow CTC forecasts client growth using a self-scrutinizing modelWhy contribution margin is our north star metric—and what that means for your brandIf you’ve ever wondered how to hold an agency accountable (including your own), this is the episode for you.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

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