Ecommerce Playbook: Numbers, Struggles & Growth

Available Episodes

5 of 380

From Campaigns to Cash Flow: How to Build a Forecast That Works
How do high-performing ecommerce brands turn campaigns into predictable cash flow?In this episode, we break down the exact forecasting process we use at Common Thread Collective to consistently land within 0–10% of goal across dozens of brands.Growth Strategy Manager Brian Sakansky joins Richard to unpack how CTC builds forecasts, operationalizes them, and uses daily expectations to make real-time decisions that drive revenue and contribution margin.You’ll learn:Why most forecasts fail—and how to fix yoursHow CTC turns marketing calendars into financial plansThe daily system our team uses to hit targets with confidenceHow to identify the “real” problem in your data (AOV, CAC, CVR, etc.)The contingency planning that keeps brands on track when things go sideways How smaller operators can build this same process with nothing more than a spreadsheetIf you want forecasting to be more than a spreadsheet…If you want it to actually guide your decisions…And if you want to turn campaigns into reliable cash flow…Show Notes:Start your free trial now at https://bit.ly/4isWjjqExplore 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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BFCM 2025 Results: What Really Happened This Weekend
In this episode of the Podcast, we break down the real story of BFCM 2025—from forecasting accuracy to media buying chaos, offer pivots, AppLovin’s breakout performance, and what this year’s results say about the broader consumer economy.Richard and Taylor walk through:The full BFCM data recap: +7% total revenue, +10% new customers, +13% contribution marginWhy Saturday became the surprise winner of the weekendAppLovin outperforming expectations by 100%+Meta delivery volatility, and why it’s part of the gameTactical offer changes that saved entire BFCM weekendsThe rise of BNPL and concerning consumer financial behaviorWhat this all means for 2026 planningIf you’re preparing for the year ahead, this episode breaks down the numbers, the lessons, and the trends shaping how brands should think about forecasting, spending, and customer acquisition going into 2026.Show Notes:Start your free trial now at https://bit.ly/4isWjjqExplore 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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5 Last-Minute BFCM Fixes You STILL Have Time to Make
Black Friday is three days away but there’s still time to tighten your strategy and avoid costly mistakes. In this episode of the podcast, the CTC team breaks down the 5 essential last-minute BFCM fixes every brand needs before the biggest weekend of the year.Whether you're behind on creative, unsure about spend pacing, or just want to sanity-check your plan…this is the checklist that will save your BFCM.What we cover:Locking spend to aMER targetsAuditing & refreshing creative without producing anything newSimplifying your offer across the entire customer journeyOperational readiness (don’t ruin a good sale!)Hour-by-hour tracking & how to take action quicklyIf you want a clean, no-nonsense guide to surviving Black Friday/Cyber Monday (and setting yourself up for your best one yet), this is the episode.Show Notes:Start your free trial now at https://bit.ly/4isWjjqExplore 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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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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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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