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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 portfolioârevealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals.
Spoiler: We beat margin expectations by +11.68%, but thatâs just the beginning.
Hereâs what youâll learn:
The exact numbers behind our March forecast (and how close we came)
Why most agency case studies are misleading
How to evaluate an agency with real data, not anecdotes
How CTC forecasts client growth using a self-scrutinizing model
Why contribution margin is our north star metricâand what that means for your brand
If youâve 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-strategy
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury 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. -
Metaâs ad platform has changedâagain. In this episode, we break down the exact strategies weâre using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.
Youâll learn:
Why cost caps alone wonât cut it anymore
How weâre adapting bidding strategies to Metaâs new algorithm
The role of creative diversification in targeting & scale
How to use attribution windows (like 1-day view) without losing your shirt
The importance of incrementality and media measurement
What weâre doing right now to unlock growth in high AOV accounts
Whether youâre running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.
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 â email us at [email protected] to ask us any questions you might have about the world of ecomm -
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What if you could get full funnel growth support, media buying, strategy, forecasting, creative direction, for just $5K/month on a month-to-month agreement?
In this episode of the Podcast, Richard and Taylor break down the $5K Global Accelerator Program thatâs helped over 50 seven-figure brands grow through one of the most volatile economic environments in recent memory.
Youâll learn:
Why this program was built specifically for $1Mâ$10M brands
The systems and structure behind its outsized results
How CTC leverages global talent, proven frameworks, and technology to deliver enterprise-grade strategy
Why brands are staying longer, scaling faster, and spending smarter
Weâre opening up 12 new spots this monthâthis is your chance to join the movement.
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.!Get our Global Accelerator Program: https://commonthreadco.com/pages/acceleratorThe Ecommerce Playbook mailbag is open â 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. -
Tariffs are hereâand theyâre not hitting every brand the same. In this solo episode, Taylor walks through a critical 4 part framework designed to help ecommerce founders and operators craft the right response based on their unique balance sheet realities.
Whether youâre cash rich with deep inventory or strapped for both, this episode will help you determine your strategic posture: go on offense, get lean, or something in between.
Whatâs covered:
The 4 key variables shaping your response (cash, inventory, debt, velocity)
How to know which type of brand you are
What to adjust in your CAC targets and growth strategy
Real examples from CTCâs private client webinar
This isnât one-size-fits-all adviceâit's an actionable strategy based on your businessâs real financial position..
Show Notes:
Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
If youâre waiting for things to âgo back to normalâ in ecommerce⊠stop.
In this episode, Taylor and Richard break down why chaos is no longer the exception âitâs the ruleâ and what that means for how you run your brand. From unpredictable macro shifts to supply chain disruptions, stability is out. Adaptability is everything.
We dive into the 7 core traits of anti-fragile brands, why your inventory strategy might be your biggest risk, and how to make smart decisions in a volatile market.
Whether youâre trying to maximize EBITDA or just stay alive in the current landscape, this conversation will help you plan, act, and build with uncertainty in mind.
Show Notes:
Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
In this episode of the Podcast, Richard is joined by Steve Rekuc, our Director of Data, for a deep dive into what Q1 taught us â and whatâs coming next.
Weâre breaking down the latest from our Direct to Consumer Confidence Index (DTCCI) and revealing what macroeconomic signals, consumer sentiment, and real brand performance tell us about the road ahead.
Spoiler: Itâs not just vibes anymore â the data shows real shifts in behavior that you need to understand.
What Youâll Learn in This Episode:
Why Q1 consumer sentiment hit record lows
How shoppers are thinking (and acting) in the face of economic uncertainty
What our data reveals about new customer acquisition struggles
The impact of tariffs, stock market drops, and shifting confidence on Q2 forecasts
How Facebookâs Andromeda update is influencing ad performance (hint: high CTR, low CVR)
Why future and present purchase sentiment matters more than ever
What our MER based DTCCI forecast predicts for April and beyond
Whether youâre a DTC founder, performance marketer, or ecommerce operator, this conversation is packed with insights to help you navigate a turbulent Q2.
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Get our Tariff Relief Plan: http://ctctariffrelief.com/Get the DTCCI: https://dtcci.co/The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
Emergency Update for Ecommerce Brands: Tariffs have arrived and theyâre already impacting your bottom line. Costs are rising, margins shrinking, and uncertainty is high. But youâre not alone.
In this special episode, Taylor Holiday (CEO, Common Thread Collective) breaks down the immediate impact of these tariffs and announces the CTC Tariff Relief Programâan emergency initiative designed specifically to protect your profitability, reduce your costs, and offer vital cash-flow relief.
What Youâll Learn:
Immediate steps to reduce your operating expenses by at least 20%
Strategies for managing cash flow in uncertain times
How to maintain growth despite sudden cost increases
Details on the CTC Tariff Relief Program (including a special $500 guarantee)
Get our Tariff Relief Plan: https://commonthreadco.com/pages/tariff-relief
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Are you overlooking YouTube ads in your marketing strategy? On todayâs podcast, weâre breaking down why most brands are significantly underestimating YouTube and how itâs quietly becoming the hidden gem driving real, profitable growth for smart advertisers.
Joined by Rachel Kwon (Head of Paid Search) and Tony Chopp (VP of Paid Media) from Common Thread Collective, we dive into:
Why YouTube ads are misunderstood and undervalued by most brands
Key insights from recent incrementality studies that reveal YouTubeâs true potential
Practical strategies for integrating YouTube ads effectively into your current marketing mix
A step-by-step approach for testing and scaling your YouTube investment
If youâre serious about unlocking your next level of profitable growth, you canât afford to ignore YouTube any longer.
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.
Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
The future of ad creative just changed forever. In this episode of the Podcast, we break down the latest ChatGPT model update that literally broke the internet â and why itâs the biggest shift in AI-generated creative since GPT-3.5.
Jacob Posel joins to explain how this update unlocked a wave of AI ads so good⊠you canât deny it anymore. From viral Twitter threads to wild reactions from the creative world, this is the moment where AI became a real force in advertising.
What Youâll Learn:
Why the new GPT update is a game-changer for ad creative
The exact moment Jacob realized AI had âsolvedâ ads
What happens when media buying meets infinite creative
Why most brands still donât believe this is real â and what that means
How you can prepare for the future of AI-generated video, creative, and strategy
For marketers, creators, and founders: This is your wakeup call. The game just changed. Get obsessed or get left behind.
Show Notes:
Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.
Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
Are you stuck at six figures, unsure how to scale without burning your budget on expensive agencies or freelancers? Youâre not alone. Most growing ecommerce brands face the same strugglesâlimited resources, information overload, and the stress of choosing the right growth strategies.
In this episode of the podcast, Richard and Grant Zanini, VP of Education at CTC (and founder of our ADmission program), break down how to break through from six to seven figuresâwithout hiring an expensive marketing agency.
Youâll discover:
Why hiring agencies often fail at this growth stageâand what you should do instead.
How to find the RIGHT advice in a world full of âgurusâ and misinformation.
Practical ways to get direct, actionable support for your brand at a fraction of agency prices.
Common pitfalls most entrepreneurs face at this critical stage and how to avoid them.
Ready to level up your ecommerce brand? Letâs dive in.
Show Notes:
The ADmission portal is now only $97/mo. â check it out here.Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
Meta just flipped the script on media buying â and if youâre still running ads the old way, youâre already falling behind. In this episode of the Ecommerce Playbook Podcast, Taylor breaks down everything you need to know about Metaâs new AI-powered advertising engine: Andromeda.
Weâre talking about:
The death of cost caps and the rise of AI optimizationWhy Advantage+ Shopping is the new defaultHow to structure your ad account for 2025 and beyondWhy creative volume (yes, 5,000 ads, not 5) is the key to winningThe future of profit-optimized campaigns, incrementality testing, and moreThis is the biggest shift in Meta ads since iOS14, and itâs already live. Whether youâre a media buyer, brand owner, or performance marketer â this is essential listening.
Watch to learn how to restructure your Meta ad account and take full advantage of whatâs coming.
Show Notes:
Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Meta Andromeda: Supercharging Advantage+ automation with the next-gen personalized ads retrieval engineExplore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
In this episode of the Ecommerce Playbook Podcast, we sit down with Jack Zamichides, CEO of D Louise, to explore the journey from a small, scrappy startup to a fast-growing jewelry brand on the path to eight figures.
Key Topics Covered:
Trusting the Process â How D Louise committed fully to CTCâs creative volume methodology â and saw results almost immediately.
Building Stability â Why relying on big product drops or seasonal moments is risky, and how D Louise shifted toward a more predictable growth model.
From Side Hustle to Full Commitment â The pivotal Black Friday moment that convinced Jack to go all-in on the business.
If youâre an e-commerce founder looking for actionable insights on scaling efficiently, this episode offers valuable lessons on embracing proven strategies and building a stable foundation for growth.
Show Notes:
- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
- Explore the Global Accelerator: https://commonthreadco.com/pages/accelerator
- The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm
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In this episode of the Ecommerce Playbook Podcast, weâre diving into the crucial role of accurate forecasting in driving e-commerce growth â especially during challenging times.
Inspired by our upcoming Sharpen Your Skills episode, this discussion unpacks why many brands struggle with overly optimistic forecasts and how an unbiased, data-driven forecast can provide the reality check needed to reset and rebuild.
Key Topics Covered:
- The E-Commerce Intervention â Why many brands today need a forecasting âinterventionâ to identify the cold, hard reality of their current state.
- Rooting Forecasts in Reality â How unbiased, third-party forecasting exposes overestimations and reveals realistic growth targets.
- The Power of Data-Driven Forecasting â Why accurate forecasting starts with data, not desire â and how this truth can save your business.
- Aligning Ambition with Attainability â How to set aggressive yet achievable goals using accurate forecasting models.
- Forecasting as a Growth Lever â Why your forecasting process can be the difference between stagnation and sustainable growth.
If youâre feeling stuck, overwhelmed, or unsure how to set meaningful growth targets, this episode will help you reset your approach and build a forecast rooted in reality.
Show Notes:
- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.
- The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm
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In this episode of the Ecommerce Playbook Podcast, weâre diving into influencer marketing and seedingâa foundational strategy that often gets overlooked in the rush to optimize ad accounts.
This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!
Key Topics Covered:
- The Influencer Foundation â Why influencer marketing was my starting point in marketing and why it still matters today.
- Beyond Paid Media â How influencer-driven distribution impacts brand growth beyond just running ads.
- Seeding Strategies â The importance of getting products in the right hands and how top brands execute seeding effectively.
- Influencers as Growth Levers â Why influencer relationships, not just transactions, drive sustainable demand.
- Rethinking Brand & Distribution â How the best-performing brands integrate influencers into their broader marketing strategy.
If youâre relying too much on paid media and want to unlock new growth levers, this episode is for you.
Show Notes:
- Access Postscript:â â â https://bit.ly/4h2v0Lbâ - The Ecommerce Playbook mailbag is open â email us at â [email protected]â to ask us any questions you might have about the world of ecomm
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This episode isnât just about a viral Tecovas adâitâs about the bigger picture of authentic marketing. We sit down with Krista Dalton, CMO of Tecovas, to break down the full story behind their marketing success.
From understanding the customer to building the right product, finding the ideal distribution channels, and crafting memorable adsâthis episode dives into how great marketing is built from the ground up.
We cover:
-How deeply understanding your customer and product can unlock new marketw
-Why the best campaigns donât always rely on direct responseâthey can thrive by tapping into identity
-The strategy behind Tecovasâ marketing success and what it reveals about growth marketing and TAM
Krista Dalton shows us how authentic marketing extends from a brand identity, to the final ad unit. Donât miss this one.
Show Notes:
-Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.
-Explore the PROPHIT System: prophitsystem.com
-The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm
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Ever wondered what would happen if you ranked every employee in your company? We did exactly thatâand the results were eye-opening.
In this episode of the Podcast, we dive deep into the Key Employee Index, our custom-built employee scorecard that tracks performance, impact, and cultural fit at Common Thread Collective. Our VP of Employee Development & Performance, Dane Sanders, breaks down:
Why we created an employee ranking system
How we objectively and subjectively score employees
The unexpected impact on team morale and company culture
How this scorecard helps us retain top talent and improve performance
Some people think ranking employees is ruthlessâbut weâve found that clarity creates opportunity. By measuring whoâs truly driving results, weâre able to develop, reward, and support our best employees while creating an elite, high-performance culture.
Watch to see how this scorecard transformed our businessâand why you might want to try it in yours.
Show Notes:
Talk to an expert and see SARAL in action - https://bit.ly/4gN6NboExplore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
If your paid media feels less effective than ever, your measurement system might be the real problem. Many 8-9 figure ecommerce brands are unknowingly starving their own growth because theyâre looking at the wrong data. As brands expand beyond DTC into Amazon, retail, and omnichannel marketing, traditional metrics like MER and ncROAS no longer tell the full story.
In this episode, we break down the biggest measurement mistakes that are causing brands to pull back on ad spend too soon, leading to stalled growth and missed opportunities. If you want to know how to properly assess the efficiency of your adsâand stop making costly decisions based on incomplete or misleading dataâthis is a must-watch.
What Youâll Learn in This Episode:
Why your reported ad efficiency is lower than reality (and what to do about it)
The hidden impact of Meta & YouTube ads on Amazon & retail sales
How to assess incrementality instead of just relying on platform-reported ROAS
The #1 measurement mistake brands make when scaling to 8-9 figures
A step-by-step plan to fix your data and unlock scalable growth
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
DTC Twitter lost it over this Tecovas adâbut was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holidayâs tweet, why so many misunderstood the adâs real impact, and what it reveals about the future of growth marketing.
Was this ad truly a âbadâ direct response play, or was it actually a genius move that expanded Tecovasâ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.
Watch to learn:
Why Taylor Holidayâs Tecovas tweet stirred up DTC Twitter
The real definition of growth marketing (hint: itâs NOT just ads)
How Tecovasâ approach sold out a product despite the criticism
What ecommerce brands can learn from this controversy
Show Notes:
Access Postscript: https://bit.ly/4h2v0Lb Tweet: https://x.com/TaylorHoliday/status/1890505039074009295 Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
AI is rapidly changing the ecommerce landscape, automating tasks once handled by humans and raising the questionâare ecommerce jobs at risk? In this episode, we dive deep into the future of AI in ecommerce, breaking down how AI is transforming everything from inventory management to ad buying, and whether human expertise can still compete.
Will AI completely replace ecommerce jobs?
What skills will still be valuable in an AI-driven world?
How can brands use AI to their advantage instead of fearing it?
Join us as we explore the pros, cons, and potential future of AI in ecommerce. Is this the end of human-led ecommerce, or just the beginning of a new era?
Show Notes:
Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation. Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm -
Most ecommerce brands are bleeding cash without even realizing it. Margins are shrinking, competition is fiercer than ever, and the game has changed. But thereâs one secret weapon that can turn the tide: accountants who understand marketing.In this video, we break down why financial professionals need to step across the bridge and integrate marketing insights into their strategy. If youâre an accountant, CFO, or financial consultant, this is your COVID momentâa once-in-a-lifetime opportunity to redefine your value and stand out in the industry.What Youâll Learn:
Why ecommerce brands are struggling with unprofitable growth How accountants can bridge the gap between finance & marketing The biggest financial mistakes ecommerce businesses are making Why understanding ad spend & customer acquisition costs is crucial How we used this strategy to 3X our growth while others struggledDonât be another black-and-white cow in a crowded field. Be the Purple Accountant.
Podcast in collaboration with A2X: https://www.a2xaccounting.com/
Are you an accountant or bookkeeper wanting to connect with ecommerce businesses? A2X can help! Learn more about the A2X Partner Program here: https://www.a2xaccounting.com/accountants
Show Notes:
Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation. Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open â email us at [email protected] to ask us any questions you might have about the world of ecomm - Mehr anzeigen
