To start, the state of D2C is absyml at best which already makes it tough for this company to survive. When the CEO got washed out from pro baseball, he was able to ride a strong wave of initial success due to the booming of the space and personal connections of big name brands. Now, in today's state, there's a ton of market saturation with 1000s of companies doing the same exact thing. There is nothing special about CTC's services or their process. It's best practice methodology is something you can find on Google and Facebook's website. The buyers at the company are inexperienced fresh out of college or outsourced, being managed by somebody more tenured. Goodluck if your company wants somebody experienced managing your companies paid channels! The "tech" layer of CTC is a simple BI tool to track spend and financial metrics between channels. There's an abundance of different companies that already offer a similar solution, and nobody at CTC can explain the competitive differentiators between those solutions and theirs. The buyers at the company are inexperienced fresh out of college or outsourced, being managed by somebody more tenured. The company has gone through multiple years of change, layoffs, restructuring, and really can't figure out what or where they want to be. Very few of the majority shareholder partners remain at the company, and the CEO spends more time on twitter and golfing than actually executing a clear strategy. Multiple failed initiatives by this company and you'll see leaders throwing temper tantrums on linkedin when poor news articles come out, indicating the complicity of CTC in the campaign. Lack of ownership and transparency from leadership on top of very little process or foundation, also hinders the ability to scale. At the end of the day, most of the leaders aren't sharp enough to figure out a plan and stick with it. It's a shame that they were unable to capitalize on their early success and market before it was too late... but now, the only thing keeping CTC alive is cheap labor and personal connections to bigger accounts that keep them breathing on life support.
