In light of the Fractional VP of Sales for B2B companies & Director of Marketpla
By Snowaaron · November 4, 2026 · Curated by George's Blog
In light of the Fractional VP of Sales for B2B companies & Director of Marketplace services I've been providing for various clients this year I thought it appropriate to start sharing some of the observations, and lessons I'm learning working with these rad companies.
I'll start on the brand/marketplace side of things for today...
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‼️ YOUR DELIVERY DATE IS PART OF YOUR MARKETING‼️
Before you approve another ad budget increase, check the delivery dates/lead times on your products. (Especially if they are FBM on Amazon)
This came up with a brand experiencing declining conversion on a historically well performing product.
Traffic, bids, and creative were getting attention. But one product had a delivery promise measured in weeks. (Large catalog, and a lead time had to get adjusted due to a supply chain challenge --> when the supply chain issue got resolved this step was missed)
The team and I flagged this as a commercial problem worth investigating with the operations team. Such a simple problem getting fixed made a massive impact on CVR.
You can have a compelling product, strong images, and relevant traffic—and still lose the sale because the customer needs it sooner.
When investigating conversion problems it's important to dive into reports with gobs of data. But, I generally start with what the customer sees:
The price.
The reviews.
The offer.
The delivery date.
Then, work backward with the team to understand the decisions behind each one.
A slow delivery promise might trace back to a forecasting miss, an allocation decision, or a shipment that never moved when it should have.
Each requires a different response.
Sometimes a CVR problem isn't found in the complicated places we tend to look, but right in front of us... "Ships in XX days" can be a CVR death sentence even for the best of brands.
Pic of cool cloud "situation" in Austin a few weekends ago for the algo 😎