E-commerce growth is often framed as a marketing challenge, but Noah Wickham, VP of Sales and Marketing at My Amazon Guy, a full-service Amazon agency, argues that most brands fail long before customer acquisition becomes the problem. In his experience of working with more than 1,000 brands across Amazon, direct-to-consumer channels, and multichannel e-commerce environments, he explains why the real differentiator between success and failure comes down to whether the business has built the financial and operational foundation required to scale. In this episode of The B2B Revenue Executive Experience, Noah joins host Cory Cotten-Potter to discuss the e-commerce growth strategy that works, PPC advertising optimization for e-commerce, cash flow management, and the mindset shifts that separate brands that thrive from those that disappear within their first two years. From establishing healthy profit margins in e-commerce to diagnosing stalled growth and embracing rapid experimentation, the conversation offers practical lessons for e-commerce founders and B2B revenue leaders alike.