224 Calls Later… This One Problem Showed Up Everywhere

Ecommerce Playbook: Numbers, Struggles & Growth · Feb 17, 2026 · 31m

In this episode, Richard and Luke unpack a pattern they couldn’t ignore after running 224 sales call transcripts through an LLM:

The #1 issue mid-market ecommerce brands face isn’t that performance is down… it’s that they don’t know why performance is happening.

And when you don’t trust the numbers, you can’t trust the decisions.

Luke walks through a painfully familiar weekly business review scenario—multiple agencies, multiple dashboards, multiple “versions of the truth”—where 80% of the meeting is spent trying to figure out what’s actually going on, and almost none of it translates into…