Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
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.
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.
Episodes
Mentioned books
Mar 11, 2025 • 60min
How Tecovas’ CMO Uses Product to Unlock New Markets
In this engaging conversation, Krista Dalton, CMO of Tecovas and former marketer for Target, reveals the secrets behind authentic marketing and brand growth. She discusses how deeply understanding customers can unlock new markets and the importance of identity-based campaigns. Krista shares insights from her journey from merchandising to CMO, emphasizing product-centric strategies that enhance storytelling. Additionally, she highlights Tecovas' innovative approaches to navigate market expansion and the significance of effective measurement in marketing success.
7 snips
Mar 6, 2025 • 52min
We Ranked Every Employee—Here’s What Happened!
Dane Sanders, VP of Employee Development & Performance at Common Thread Collective, dives into the game-changing concept of ranking employees. He discusses the creation of the Key Employee Index, a scorecard that blends objective performance metrics with cultural fit. The conversation reveals how this approach has unexpectedly boosted team morale and company culture. By focusing on who drives results, Common Thread Collective is cultivating a high-performance environment and effectively retaining top talent. Clarity, it seems, creates opportunities for growth!
17 snips
Mar 4, 2025 • 27min
Measurement Mistakes That are Costing You Millions
Discover why your advertising performance may be misleading and learn how to fix it. Explore the hidden effects of Meta and YouTube ads on sales across various platforms. Understand the importance of incrementality over traditional metrics as brands increasingly navigate complex growth strategies. Mid-sized brands face unique challenges, and assessing customer acquisition metrics reveals the need for a multi-channel approach. Finally, uncover the significance of integrating e-commerce platforms for more accurate reporting and effective decision-making.
Feb 27, 2025 • 26min
The Tecovas Ad That Broke DTC Twitter (And Why It Worked)
A viral ad sparked a fierce debate in the world of direct-to-consumer marketing. It highlights the fine line between creative in advertising and genuine product innovation. The discussion dives into how the ad expanded Tecovas’ audience despite criticism, showcasing the essence of growth marketing beyond just ad formats. Storytelling and brand identity play crucial roles in engaging consumers, especially in a saturated market. This controversy serves as a valuable lesson in navigating the complexities of modern e-commerce.
14 snips
Feb 25, 2025 • 38min
The Death of Ecommerce Jobs? AI vs. Humans Explained
AI is reshaping the ecommerce landscape, automating tasks and raising concerns about job security. Discover how AI improves efficiency in logistics and marketing while redefining human roles. Explore the importance of emotional intelligence and relationship-building skills that AI can't replicate. Learn about essential AI tools that boost productivity and the advantages of custom software solutions. Is the rise of AI a threat to human-led ecommerce, or does it pave the way for enhanced strategic capabilities?
Feb 20, 2025 • 31min
The Purple Accountant: The Secret Weapon Your Business Needs
Many ecommerce brands struggle with unprofitable growth due to cash flow issues and rising competition. The podcast reveals how accountants can integrate marketing insights to enhance their value and drive business success. There's a deep dive into the pitfalls of common financial mistakes in ecommerce, especially regarding ad spend and customer acquisition costs. Listeners learn actionable strategies to leverage financial acumen and marketing savvy, positioning themselves to stand out in a saturated market.
Feb 18, 2025 • 46min
DTC is Dead… Or Is It? The Rebirth That’s Coming in 2025
DTC brands have faced significant challenges from the pandemic's impact to rising acquisition costs. However, 2025 could bring a revival for these brands. The discussion dives into the crucial evolution of direct-to-consumer approaches, highlighting the shift from traditional growth tactics to innovative strategies. Real data and case studies reveal how brands are reinventing their acquisition and cash flow models. The future landscape promises opportunities for those ready to adapt and innovate in a transformed market.
Feb 13, 2025 • 37min
Compass Explained: The Next Evolution in Creative Strategy
Discover how Compass revolutionizes creative strategy by integrating it with financial planning. The discussion highlights the importance of data-driven media planning and how AI automates creative ideation. Learn about influencer marketing's impact on direct-to-consumer brands and how structured ad spend modeling optimizes resources. Explore how customer insights drive innovative advertising strategies, tailoring campaigns for diverse segments. Finally, see how Compass tackles the challenges of high-quality content production in today's digital landscape.
10 snips
Feb 11, 2025 • 35min
Introducing Compass: The AI-Powered System for Smarter Ads
Discover how COMPASS is revolutionizing ecommerce advertising by eliminating guesswork with data-driven strategies. The innovative AI tool helps optimize ad planning and enhances creative insights, ensuring alignment with business goals. Explore the complexities of managing advertising creativity while embracing the need for structured workflows. Plus, learn how integrating financial models can transform campaign effectiveness, leading to more impactful and cost-efficient marketing strategies in the digital realm.
10 snips
Feb 6, 2025 • 56min
Margins Are Shrinking, Debt Is Rising – What’s Next for Ecom?
Drew Fallon, co-founder and CEO of Iris Finance, shares his expertise in financial modeling for ecommerce brands. He discusses the troubling trends of rising debt and shrinking margins, emphasizing that while revenue is increasing, profitability is waning. Drew breaks down the financial health of 8-figure brands and offers practical strategies for navigating cash flow challenges. He highlights the importance of adapting to new economic realities, urging brands to rethink their financial metrics for sustainable growth amidst a shifting landscape.
