Frank growth - Episode 240 - commerce for weirdos with Bryan House. by Cristel Baste Episode #240: Bryan House - Tearing up the enterprise GTM playbook as a challenger brand Elastic Path cut its website to two forms, its marketing team from 13 people to 3, and its implementation bids to a third of the price of competitors. For B2B leaders at challenger brands whose activity metrics look busy while growth stays flat. Bryan House is CEO of Elastic Path, a composable commerce platform competing with Shopify, BigCommerce, and Commerce Tools in a market where nearly every company already has a commerce platform. Looking at the data, he found little to no correlation between sales and marketing activity and outcomes, and not one downloaded analyst report form fill had ever turned into an opportunity. He and Jason get into cutting the top of the funnel down to two forms, putting competitors on the homepage, bringing implementation in-house to remove the incentive gap with systems integrators, and using AI and better product to move commerce implementation toward six weeks and $100,000. WHAT YOU'LL HEAR - Why Elastic Path replaced BDR cold calling, nurture campaigns, and gated content with two forms on its site: get in touch or request a demo - How marketing went from 13 people to 3, with Claude and product managers covering messaging, positioning, and sales training - The trap of falling back on proven sales systems, like swapping BDRs for AI BDRs, when the underlying motion isn't working - Bryan's test for contrarian moves like naming competitors on your homepage: what's the downside risk, and is it catastrophic?

Immersive commerce: Payscout's legacy of payment innovation. TL;DR: As commerce moves into increasingly digital and mixed-reality spaces, seamless payment integration is critical. This article looks back at one of Payscout's key innovation milestones: partnering with Accenture Interactive and Elastic Path at SXSW to debut groundbreaking "Pay-by-Gaze" VR technology. By allowing users to donate to the Peregrine Fund frictionlessly within a 360-degree virtual reality experience, Payscout demonstrated its long-standing commitment to pushing the boundaries of immersive commerce and alternative payment channels. At Payscout, Payscout, Inc. believe that payment processing is not just a backend utility - it is a critical part of the customer experience. To be a leader in the payments industry, you cannot just adapt to current trends; you have to actively build the future of commerce. A prime example of its commitment to forward-thinking technology is its historic partnership with Accenture Interactive and Elastic Path, where Payscout, Inc. debuted an immersive, mixed-reality payment experience that showcased the future of consumer engagement. What is "Pay-by-Gaze" VR technology? As virtual reality (VR) and augmented reality (AR) began to emerge as viable consumer platforms, brands faced a significant hurdle: how do you optimize conversions and process payments when the user is wearing a headset? To solve this, Payscout showcased an all-new Pay-by-Gaze technology at the South by Southwest (SXSW) Interactive festival. By utilizing Oculus Go headsets, users were immersed in a 360-degree story about the California Condor, highlighting the conservation efforts of the Peregrine Fund. Following the immersive story, users entered a "virtual store" where they could initiate a donation to the Fund simply by gazing at the checkout prompt. This completely eliminated the friction of removing the headset or manually entering credit card details, creating a seamless, uninterrupted giving experience. Why are alternative payment channels crucial? "This kind of technological solution and platform integration represents the future of how brands will leverage immersive technology to drive optimized outcomes among their ideal customers," said Payscout COO Juan Sotelo during the activation. The SXSW activation was more than just a technological demonstration; it was proof of concept that alternative payment channels must be frictionless. Whether a customer is donating in a VR environment, paying a bill via an SMS text link, or using a mobile wallet at a physical terminal, the payment processor must operate invisibly in the background. If the checkout process causes friction, the conversion is lost. Partnering with industry leaders. Innovation requires collaboration. Its immersive commerce showcase was made possible through strategic partnerships. By working with Elastic Path (an enterprise commerce platform) and Accenture Interactive (named Elastic Path Partner of the Year for two years running at the time of the event), Payscout, Inc. successfully bridged the gap between storytelling and secure financial transactions. Build the future with Payscout. The payment landscape is constantly evolving, and your business needs a processor that is already building for tomorrow. From virtual reality donations to cutting-edge AI fraud prevention and fully compliant convenience fee models, Payscout has the technology and the vision to help your business scale. Ready to upgrade your payment infrastructure? Contact the Payscout team today at [email protected] or call 888.689.6088 to learn how its innovative solutions can drive your revenue forward.