{"podcast":{"title":"DTC Podcast","slug":"dtc-podcast-715179","podcast_index_feed_id":715179,"rss_url":"https://anchor.fm/s/205a6c00/podcast/rss","website_url":"https://directtoconsumer.co","image_url":"https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/5327968/5327968-1738356943979-564f24d8acbe9.jpg","author":"DTC Newsletter and Podcast","episode_count":743,"summary":"Weekly discussions between disruptive direct to consumer ecommerce brands and our amazing team about marketing, funnels, and everything scaling related. Subscribe to our newsletter for highlights and step by step tactical insights 👉🏻 📦 directtoconsumer.co","last_synced_at":"2026-06-06T00:18:00.882905+00:00","page_url":"https://stenobird.com/podcast/dtc-podcast-715179"},"episode":{"title":"Bonus: Revenue Is Lying to You: Planning, Execution and What Actually Drives Growth with Three Ships and Keen's Brand Study","slug":"bonus-revenue-is-lying-to-you-planning-execution-and-what-actually-drives-growth-with-three-ships-and-keen-s-brand-study","published_at":"2026-05-06T16:41:15+00:00","page_url":"https://stenobird.com/podcast/dtc-podcast-715179/bonus-revenue-is-lying-to-you-planning-execution-and-what-actually-drives-growth-with-three-ships-and-keen-s-brand-study","show_page_url":"https://stenobird.com/podcast/dtc-podcast-715179","url":"https://podcasters.spotify.com/pod/show/dtcpodcast/episodes/Bonus-Revenue-Is-Lying-to-You-Planning--Execution-and-What-Actually-Drives-Growth-with-Three-Ships-and-Keens-Brand-Study-e3ivvcg","audio_url":"https://anchor.fm/s/205a6c00/podcast/play/119585616/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-4-6%2F423608083-44100-2-4df6d61ca7ccb.mp3","summary":"Subscribe to DTC Newsletter - https://dtcnews.link/signup We surveyed 540+ DTC operators on how they plan and forecast. This episode, we break down the data and see why most brands are stuck reacting. We’re joined by Laura Thompson, co-founder of Three Ships Beauty, one of the few who's figured out how to run a tight, fast, 8-figure brand without drifting into chaos, and Mike Chiasson, Senior Solutions Engineer from Keen Decision Systems, to pressure-test the Three Ships Beauty playbook against the data. Grab your free copy of the report here: https://www.directtoconsumer.co/thereactiveloopreport In this episode: The biggest gaps in how DTC brands plan Why "revenue is a lagging indicator" The bottom-up forecasting Three Ships uses The KPI ownership system across the whole team When scenario planning is worth the time, and when it's just noise If you’re a DTC operator past $5M who wants to stop reacting and start running a solid plan, this episode is a must listen. Timestamps 0:00 Planning vs reacting in ecommerce 2:03 Why most brands only plan 1–6 months ahead 4:02 Bottom-up forecasting vs top-down forecasting 6:06 Scenario planning and external market risks 9:02 When media spend actually works harder 11:01 The reactive loop hurting DTC brands 14:03 Why brands over-invest in bottom funnel 15:06 Weekly KPI reviews and forecasting systems 18:02 The danger of reacting to noisy data 20:04 Leading vs lagging indicators in ecommerce 23:02 How talent impacts business performance 24:58 Product launch delays and forecasting pivots 26:53 Scenario planning for tariffs and supply chain risk 31:55 Should brands worry about oil shocks? 35:34 The biggest gap between planning and execution 38:02 KPI systems that drive accountability 42:16 The right way to plan for growth 44:…","meta_description":"Subscribe to DTC Newsletter - https://dtcnews.link/signup We surveyed 540+ DTC operators on how they plan and forecast. This episode, we break down the da…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2800,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/dtc-podcast-715179/episodes/bonus-revenue-is-lying-to-you-planning-execution-and-what-actually-drives-growth-with-three-ships-and-keen-s-brand-study/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/dtc-podcast-715179/bonus-revenue-is-lying-to-you-planning-execution-and-what-actually-drives-growth-with-three-ships-and-keen-s-brand-study.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}