If You're Trying to Scale, Read This 📚

Happy Thursday!

I hope you're having a great week. If you follow me on social, you already know what a huge fan I am of Common Thread Collective. I'd be lying if I didn't say they are one of the reasons I started this newsletter in the first place as they put out some of the best damn ecommerce content out there.

So when my friend Aaron Orendorff — CTC’s VP of Marketing — approached me about partnering up, I was in from the jump. I don't ever peddle bullshit and when he gave me a sneak preview of their Enterprise Ecommerce Scaling Guide … all I could say was, “Oh, fuck yeah!”

Although CROSSNET's not there yet, this has been far and away the best resource I’ve ever seen on what it takes to scale toward and past $50M in online revenue.

I’ll be sharing more about it in the weeks to come. For now, let me just rave about three things …

1. Hierarchy of Metrics

The guide is built on a four-part hierarchy of metrics:

🔼 Contribution Margin - Where you win or lose

🔼 Business Level Metrics - Sales, spend, MER & AOV

🔼 Customer Level Metrics - New Customers, nCAC, aMER & Repeat Rate

🔼 Marketing Channel Metrics - In-platform data (to put ROAS in its place)

2. Growth Map w LTV Forecasting

That Hierarchy gets rolled up into the guide’s heart and soul, a 12-month forecast template complete with step-by-step instructions that show you how to input everything.

• New vs returning customer cohorts

• Paid vs organic acquisition (seasonally)

• Plus a simplified P&L for marketing leaders

3. PREORDER w/ Statlas

Right now it’s only available for preorder (yep, with a discount) … and that includes access to CTC’s in-house analytic platform Statlas to power the whole thing.