Danny Silverman is the Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting. As a digital commerce executive, he has over two decades of experience in eCommerce, marketing, and general management consulting. Throughout his career, Danny has scaled a digital commerce agency 10x in three years, led marketing efforts for a global SaaS platform, and navigated Amazon’s landscape since 2006. 

Here’s a glimpse of what you’ll learn:

• [1:36] Danny Silverman shares his background in eCommerce 
• [5:22] How Danny diagnoses business issues through stakeholder interviews and data analysis
• [8:38] Considerations for structuring organizations of various sizes
• [19:16] The emergence of Chief AI Officers in IT and digital structures
• [23:14] How AI is changing on-site search behavior 
• [32:15] Profitability as the top challenge for Amazon sellers 

In this episode…

Recently, eCommerce teams have faced intense pressure from all sides, including organizational flattening, budget cuts, and mandatory AI integrations. Many leaders find themselves stuck in reactive mode, unable to assess strategy, structure, or performance. How can brands stay agile and make informed decisions without getting overwhelmed?

Brands face three common barriers: misaligned go-to-market strategies, outdated marketing tactics, and fragmented organizational design. To regain control and drive profitable growth, seasoned eCommerce strategist Danny Silverman recommends beginning with candid, cross-level interviews to identify hidden challenges before conducting deep data analyses to reveal underlying trends. For mid-sized brands especially, he stresses the importance of empowering decision-makers with budget control and executive sponsorships while leveraging AI tools for content creation and operational efficiency.

In this week’s episode of The Digital Deep Dive, Aaron Conant chats with Danny Silverman, Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting, about adapting organizational structures to an evolving digital landscape. Danny explains how Chief AI Officers are gaining traction amid AI integrations, how Amazon sellers can maintain profitability in a volatile economy, and how he diagnoses structural issues in an organization.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Danny Silverman: LinkedIn | Email
• Silverstream Strategic Consulting 
• “Vendor Central's Accounting Shakeup With Hannah Blackburn” on The Digital Deep Dive
• "The Future of Onsite Search With Charlie Cole” on The Digital Deep Dive
• “Amazon Vendor Negotiations With Andrea Leigh” on The Digital Deep Dive
• “The Future of Commerce With John Ghiorso” on The Digital Deep Dive
• Max Sinclair on LinkedIn 
• Ecomtent 

Quotable Moments:

• "You have someone who's their so-called VP or head of eCommerce, but they don't actually control the budget."
• "You really do need an outside person who can come in objectively without a narrative."
• "eCommerce was a decision of committee, and they didn’t have a single owner who could make decisions."
• "All of a sudden, the whole model gets blown up. And what’s the right structure internally?"
• "AI and ChatGPT was interesting to do things with information it sourced before."

Action Steps:

1. Start with stakeholder interviews and data deep dives: Gaining insights from executives and front-line team members uncovers gaps between perception and reality. This dual approach helps identify hidden problems and aligns strategies with actual organizational needs.
2. Ensure decision-makers have budget authority: Empowering leaders to make strategic decisions and financial commitments accelerates execution and accountability. Without control over resources, even strong plans can stall or fail entirely.
3. Reevaluate your go-to-market strategy regularly: Market dynamics, pricing, and distribution landscapes shift rapidly, especially in eCommerce. Frequent reassessment ensures your strategy aligns with current consumer behavior and competitive pressures.
4. Consolidate eCommerce leadership under a single owner: Avoid decision paralysis by assigning one accountable leader for all eCommerce efforts. This streamlines execution and prevents internal conflicts that slow progress.
5. Adopt AI tools to streamline content creation: Generative AI can deliver high-quality content at scale and significantly reduce costs. Embracing these tools frees up resources for strategic work while maintaining content effectiveness.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.