Ecommerce Playbook: Numbers, Struggles & Growth From Campaigns to Cash Flow: How to Build a Forecast That Works
Dec 4, 2025
Brian Sikansky, a growth strategy manager from Common Thread Collective, shares insights from his extensive DTC background. He discusses how high-performing ecommerce brands can transform marketing campaigns into predictable cash flow. Brian highlights the importance of operational forecasting, daily execution, and real-time decision-making. Learn how to align client expectations with realistic forecasts and diagnose data issues effectively. He even provides tips for smaller operators to leverage simple tools like spreadsheets for successful forecasting.
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Forecasting Creates Focus
- Forecasting gives structure and focus to what to work on so you don't waste resources chasing distractions.
- Brian Sikansky says structure prevents areas of the business from bleeding cash or losing intention.
Plan The Month Before
- Build monthly forecasts at least a month ahead by mapping marketing calendar events to revenue and margin expectations.
- Lock daily flows and targets the week before so teams start day one executing against a clear plan.
Make Daily Signals Drive Decisions
- Monitor daily channel CLR/ROAS and steer budgets or tactics toward the top-line contribution margin goal.
- Predefine contingency actions (budget shifts, creative swaps, offer tweaks) to deploy immediately when signals change.