You Don’t Have a Sales Problem...You Have a Clarity Problem with Ethan Giffin

Most sales teams don’t have a sales problem. They have a clarity problem. This conversation rethinks what actually drives growth, focus, and momentum when a business feels stuck, scattered, or stalled.

Alyssa Nolte sits down with Ethan Giffin, founder of Groove Commerce and author of The B2B E-Commerce Blueprint, to unpack why confusion kills progress faster than bad strategy. Together, they talk about niching down, saying no to good opportunities, and building a business that actually scales without burning everyone out. If you’re leading a team, selling services, or rethinking your next phase of growth, this one will either confirm you’re on the right path… or challenge you to change course.

Why listen

If your pipeline feels messy, your messaging feels fuzzy, or your team feels stretched thin, this episode helps you see the real issue. Alyssa Nolte and Ethan break down what happens when founders chase too many wins, why clarity creates leverage, and how focus unlocks better customers, happier teams, and real growth.

3 key takeaways

• Most “sales problems” are really clarity problems about who you serve and what you do best
• Growth accelerates when you stop chasing every opportunity and double down on your niche
• Clear positioning makes teams happier, projects smoother, and customers easier to serve

People and resources mentioned

• The B2B E-Commerce Blueprint for Manufacturers and Distributors by Ethan Giffin
• Entrepreneurs’ Organization (EO)
• Endless Customers by Marcus Sheridan