The Omnichannel Roundtable
Welcome to The Omnichannel Roundtable, the essential podcast for industry leaders and innovators in the CPG space. Join hosts Bryan Alston and Yemeni Mesa, seasoned veterans in e-commerce and retail strategy, as they dissect the strategies of thriving in both brick-and-mortar and digital marketplaces.
Each episode serves up in-depth discussions and tactical insights aimed at one goal: helping excellent founders and products win in store and online. From unearthing the secrets of getting more doors to decoding the algorithms of digital marketing, "The Omnichannel Roundtable" promises to equip you with the knowledge to navigate the complexities of the modern retail landscape.
Learn from Yemeni (former Chief Sales Officer for Quest Nutrition) and Bryan (a 2x Inc5000 CMO, who led brand launches for Magic Spoon and Our Place) as they share decades-worth of insights from themselves, as well as esteemed guests who have conquered CPG and bridged the gap from DTC to retail.
Whether you're a CPG startup on the verge of disruption or an established brand poised for expansion, "The Omnichannel Roundtable" is your catalyst for transformation.
Welcome to your seat at the table, now let's talk shop. Subscribe and join the conversation!
The Omnichannel Roundtable
Avoid "Growing Broke": How To Balance Contribution Margin And Revenue Growth As You Scale
Welcome to week 5 of "The Omnichannel Roundtable." In this episode, Bryan Alston and Yemeni Mesa delve deep into the importance of contribution margin in retail businesses and how to few businesses optimize all of their actions and budgets towards this key metric.
They highlight the need for alignment between finance and marketing departments to optimize contribution margin. They also discuss the role of zero party data in understanding customer cohorts and maximizing profitability. The episode concludes with a reminder to focus on strategy and align all departments to achieve a positive contribution margin.
Topics Covered Include:
- Defining Contribution Margin
- Identifying and Addressing Negative Contribution Margin
- How Marketing Can Drive Positive Margins
- The Need For Alignment Across Finance, Supply Chain, and Marketing Teams
- The Importance of Zero Party Data in Contribution Margin Analysis
Takeaways
- Contribution margin is what's left over after subtracting all variable expenses from net revenues.
- A negative contribution margin can lead to compounding financial trouble, regardless of sales growth.
- Complete alignment between finance and marketing departments is crucial for optimizing contribution margin.
- Zero party data, obtained through surveys and self-identification, can provide valuable insights into customer cohorts and profitability.
- A well-defined strategy and alignment across departments are essential for achieving a positive contribution margin.
Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:
Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min
Website: www.brandcastle.co
