79% of B2B CFOs say there are no reliable metrics tying marketing to revenue.
Finance and marketing,
finally aligned.
We reconcile your marketing spend with your books and your pipeline. Every Monday, both leaders see the same numbers.
Read-only on your source systems · SOC 2 Type II in progress
Connects with what you already use
Unified · joint review
Reconciled 2h ago
ARR
$30.0M
↑ +18.4%
True ROAS
2.30×
↑ +0.4×
Q1 closed-won
$620K
↑ +24%
Decisions waiting · 5
- LinkedIn over-pacing $18K
- HubSpot renewal +12% in 47d
- Brand campaign ROAS −38% w/w
- DemandGen invoice 11d in inbox
Pipeline funnel
Visitors
MQL
SQL
Won
Read-only
OAuth
30 min
recon cadence
19
connectors
4 min
setup time
Industry data
The CFO and CMO are running parallel operations.
The data agrees, and the gap is widening.
71% of marketing leaders without a unified system say their tech can't prove marketing's value.
26% of marketing budget is wasted on average. Climbs to 30% with misleading metrics.
Only 43% of marketing leaders feel there’s a shared understanding of strategy. Yet 61% of finance leaders think there is.
Source · Google / NewtonX, 2024n = 250 · see citation →These three gaps add up to the same problem: nobody owns the seam between marketing and finance. Eline is built to be that seam.
The problem
Two leaders. Two parallel operations.
The CFO and CMO each open their own dashboards every Monday. Different sources, different math, different conclusions. The argument every week isn’t whether marketing is working — it’s whose spreadsheet to trust.
CFO · Monday morning
Variance + AR aging
Q1 actual
$1.14M
↑ −4.8% vs plan
AR > 60d
$248K
↑ 12 invoices
Cash days
730
↑ 24 mo runway
- $1.6K mismatch
LinkedIn agency · Mar
GL booked $4.8K · platform $3.2K
- Over plan +$2K
DemandGen retainer · Mar
GL booked $14.0K · expected $12.0K
- +16.7%
AWS Q1 spike
GL $84K vs forecast $72K
CMO · Monday morning
Channel ROI + pipeline
Q1 pipeline
$4.8M
↑ +22% QoQ
True ROAS
2.30×
↑ +0.4× WoW
Closed-won
$620K
↑ 7 deals
- 3.88× headline
LinkedIn ABM · Mar
$32K spend · $124K closed
- 3.91× pipeline
Google Ads · Mar
$22K spend · $86K pipeline
- $1,300 / demo
Pavilion sponsor
$18K · 14 demos
Half the meeting is reconciliation
Same week. Different math.
CFO opens variance + AR aging. CMO opens channel ROI + pipeline. Both correct. Neither shareable. Strategy never gets oxygen.
No shared system of record
Five tools, zero reconciliation.
Finance in QuickBooks. Marketing in HubSpot. Approvals in Slack. Plans in Sheets. The "joint dashboard" is a Tuesday email thread.
Same conversation, every Monday
Methodology defended. Decisions deferred.
CMO presents 4.2× ROAS. CFO challenges with full-loaded CAC. Both walk out with action items that cancel each other out next week.
Founder
Built by an operator who lived this.
Alon Kivity.
Founder, Eline · ex-LSports, Yango Delivery, Nominis
I spent twelve months at three companies building the same spreadsheet — the one that reconciles ad spend with the agency invoice with the QuickBooks line item with the closed-won pipeline. Every CMO I worked with had a version of it. Every CFO I sat across from didn’t trust it.
The tools to build this exist — you can stitch HubSpot to Sigma to Mosaic if you have a data team. Most companies in the $20M–$200M ARR band don’t. So they argue in the Unified meeting instead.
I built Eline so you don’t have to. One source of truth, one Unified view, one quarterly plan that ties out. The operating layer the spreadsheet was always trying to be.
The solution
One platform. Three surfaces. Aligned numbers.
Eline ships the reconciliation layer itself, the daily operating workspace both leaders use together, and the planning grid that ties out across business units and quarters.
Surface 1
Shared dashboards.
CFO view, CMO view, unified view. Same source of truth, drillable to invoice.
Surface 2
Daily operating rhythm.
Unified. Decision cards with owners. Approvals inline, not in email.
Surface 3
Planning that ties out.
Allocation workspace, prior-year compare, AI suggestions. Variance pre-decomposed.
See exactly what data we read, where it lives, and how to revoke access — /trust.
See it liveInside the product
Three views. One operating layer.
Each Monday morning both leaders open the same app. CFO reads their lens, CMO reads theirs, the joint view is where the decisions land. Every cell drillable to the source row.
Surface 1 · Unified
The 20-minute meeting both leaders walk into.
Decisions waiting · variance flags · forward 4-week commit. Both leaders look at the same view, log what they decide, walk out with action items that don't cancel each other out next week.
Unified review
Week of May 5 · 5 decisions
Q1 actual
$1.14M
↑ +4.8% under
True ROAS
2.30×
↑ +0.4× WoW
Closed-won
$620K
↑ 7 deals
Decisions waiting · 5
- LinkedIn over-pacing $18KJoint
- HubSpot renewal +12% in 47dCFO
- Brand campaign ROAS −38% w/wCMO
- DemandGen invoice 11d in inboxFinOps
Decided this week
- Cap LinkedIn at $48K · CMO
- Q2 brand pause · Joint
- Outreach renewal at flat · CFO
Surface 2 · CFO recon
Variance investigation, drillable to invoice.
Three-way reconciliation: ad-platform spend ↔ accounting ledger ↔ pipeline outcome. Every mismatch surfaces as a decision.
Marketing P&L · Q1 2026
Reconciled · 99.2%| Category | Plan | Actual | Var |
|---|---|---|---|
Paid media LinkedIn · Google · Meta · Bing | $612K | $568K | -44K |
Tools HubSpot · Outreach · Pavilion · Substack · Zoom | $168K | $184K | +16K |
Agencies 2 retainers · 4 freelancers | $240K | $218K | -22K |
Events CMO summit · 3 sponsorships | $100K | $92K | -8K |
Click any row to drill to vendor · invoice · GL booking
Surface 3 · CMO TRUE COST
Channel ROI loaded honestly.
Ad spend + agency hours + tool cost + FTE allocation = TRUE COST. ROAS divided by that. The number a CFO trusts.
TRUE COST loaded ROAS
4 channelsLinkedInAd $32K · Loaded $54K · 2.30× ROAS
GoogleAd $22K · Loaded $38K · 2.26× ROAS
PavilionAd $18K · Loaded $24K · 1.92× ROAS
OutreachAd $14K · Loaded $22K · 1.45× ROAS
Bar = ad spend. Light fill = loaded with agency + tools + FTE.
Connectors
Your stack. One click away.
OAuth-scoped read on every platform you already pay for. No data warehouse to set up. No engineering ticket. Click, authorize, done.
Reconciliation, ready when you are.
Pick the platforms you already pay for. We pull the data, reconcile it three ways, and surface the same numbers to both leaders. About four minutes of OAuth.
Read-only OAuth · we never write back to your source systems.
Data flow
Sources in. Audit log out.
Read-only on every connector. Three-way reconciliation in the middle. Both leaders read the same numbers on the way out.
Step 1
Source systems
OAuth-scoped read on every connector. Tokens encrypted at rest.
Step 2
Reconciliation engine
Three-way match: source platform · accounting · CRM. Mismatches surface as decisions.
↳ Normalize to canonical shape
↳ Three-way reconcile
↳ Audit-log every event (7y)
Step 3
Aligned dashboards
Both leaders see the same numbers. Every cell drillable to the source row.
- CFO · variance + recon
- CMO · TRUE COST loaded
- Unified · joint review
Read-only on your source systems · audit log retained 7 yearsNo HTTP method other than GET against any source-system API.
Live demo · synthetic data
The path to revenue, live below.
Same funnel a CMO sees inside Eline. Demo data — Northwind Inc., our fictional B2B SaaS at $30M ARR. Every conversion rate, every dollar, reconciled to the CFO P&L.
Path to revenue
From 287K visitors to $620K closed-won.
Width-scaled tapered funnel. Each row reconciles to the same pipeline the CFO sees on the P&L.
Q1 closed-won
$620K
- 01
Anonymous visitors
287,000
count
—
- 02
Identified contacts
6.4% from prior · 269K dropped
18,400
count
—
- 03
MQLs
16.4% from prior · 15K dropped
3,023
count
—
- 04
SQLs
20.2% from prior · 2K dropped
612
count
—
- 05
Opportunities
8.7% from prior · 559 dropped
53
count
$4.8M
value
- 06
Closed-won
13.2% from prior · 46 dropped
7
count
$620K
value
Visitor → MQL
1.05%
MQL → SQL
20.2%
SQL → Closed-won
1.1%
The operating rhythm
A week aligned. Less friction.
Monday · 9am
Joint standup
Same view, both leaders. 60-second scan, then onto the work.
Continuously
Reconciliation runs
Every 30 min. Spend matched to invoices to GL. Audit trail builds itself.
Live
Inbox catches stragglers
Read-only Gmail/Outlook scan flags freelance invoices before they sit 11 days.
Throughout
Decisions inline
Scope flags, over-pacing, renewals — one-click approve/reject. Both leaders see them.
Monthly
Variance pre-decomposed
Media vs tools vs agencies vs headcount. Friday review takes 10 min, not 2 days.
Quarterly
Planning that ties out
Top-line in, allocate, approve — same surface, permanent audit log.
How is Eline different
We are not them. Here’s how we complement.
Buyers compare. So we’ll do the comparison ourselves — named tools, honest deltas, no “we replace everything” theater.
Attribution
vs. HockeyStack / Dreamdata / Bizible
- What they do
- Attribute pipeline to ad spend across touchpoints. Tell you which channels influenced which deals.
- What Eline does
- Reconcile ALL marketing spend (ad spend + tools + agencies + contractors + events + FTE allocation) against your books and your pipeline.
- How they complement
- Many customers run both. Your attribution platform sends touchpoint data into Eline; we load full true cost on top.
FP&A
vs. Mosaic / Cube / Anaplan
- What they do
- Plan and budget at company level. Roll up departments, model scenarios, generate the board pack.
- What Eline does
- Operate the marketing line item daily and weekly. Reconcile every dollar to platform reality with media-spend depth FP&A tools don’t carry.
- How they complement
- FP&A is the source of corporate truth. Eline feeds clean reconciled marketing-line-item depth into it — your monthly close gets faster, not duplicated.
SaaS spend management
vs. Vendr / Zylo / Tropic
- What they do
- Manage software subscriptions. Run renewals. Catch shadow IT.
- What Eline does
- Track every category of marketing spend (paid media, agencies, freelancers, tools, events) and tie each dollar to the outcome it produced.
- How they complement
- We integrate with Vendr-class tools to ingest contract data — your tool cost flows into TRUE COST loaded ROAS automatically.
What you get
Three workspaces. Aligned numbers. Built for the work each role actually does.
Each leader gets their own dashboard tuned to their daily work. The CFO sees variance and AP. The CMO sees channel ROI and pipeline. The unified view aligns them on decisions. Every number ties to the same reconciled source of truth.
Common questions
What CFOs and CMOs actually ask.
Real objections from real demo calls. Don’t see yours? Email us and we’ll add it.
They run in parallel. Your attribution platform stays the source of truth for which touchpoints influenced which deals. Eline reads its output and reconciles ALL marketing spend (including agencies, tools, and FTE allocation it doesn’t see) against your books and your pipeline. Many customers run both — attribution data flows into Eline so we can load full TRUE COST on top.
Different scope, complementary cadence. Mosaic and Cube plan and budget at company level. Eline operates the marketing line item daily and weekly with media-spend depth they don’t carry. Most customers feed reconciled marketing-line-item depth from Eline into their FP&A workspace — your monthly close gets faster, not duplicated.
OAuth tokens, normalized records (campaigns, deals, invoices), and our own writes (budgets, decisions, audit log) live in Postgres on AWS us-east-1, encrypted at rest with AES-256. Live data retains 36 months. Audit log retains 7 years (SOX). Cancellation gives 30 days read-only, then 90 days archived, then deletion. Full CSV + JSON export at any time.
Gmail/Outlook OAuth at the read-only invoice-extraction scope — we read message metadata + invoice attachments matching vendor-sender patterns. We do not read message bodies that don’t match an invoice pattern. Tokens are revocable any time from /app/settings. If we’re breached: TLS-1.3 in transit and AES-256 at rest mean the worst-case exposure is a snapshot of metadata; we’ll notify within 72 hours per GDPR Article 33.
Three-way matching is rolling, not point-in-time. Eline tags every spend event with platform-side timestamp + GL booking timestamp. If accounting hasn’t booked yet, the platform-side number stands and the row carries a "GL pending" flag. When books close, the rows reconcile retroactively and any delta surfaces on /app/recommendations. The CMO sees real-time platform numbers; the CFO sees the booked-and-reconciled view; both see the gap.
Yes. CSV + JSON export per dashboard, per workspace, per audit-log entry. Read API in private beta — talk to us if you need warehouse-grade replication (Snowflake / BigQuery / Redshift target tables). We never charge for export; your data is your data.
Same price band, different problem. Those tools manage software subscriptions and run renewals. Eline reconciles all marketing spend (paid media + tools + agencies + headcount allocation) and ties it to outcomes. Many customers run both — we read Vendr-class data to load tool cost into TRUE COST loaded ROAS automatically.
It’s designed for joint ownership. Day-to-day usage is split: Marketing Ops or RevOps owns the connector setup, weekly reconciliation review, and TRUE COST loading rules. Finance owns the variance investigation, monthly close reconciliation, and quarterly planning workspace. The CFO + CMO read the same dashboards together every Monday — that’s the operating rhythm.
Day 1 is connector setup (4–10 minutes per platform; delegatable to a teammate). Day 1–7: reconciliation runs and surfaces initial findings; we walk you through the first three with both leaders on a call. Day 8–30: weekly review of the recommendations queue, custom chart-of-accounts mapping, fine-tune TRUE COST loading rules. Implementation fee covers all of this; design partners get it waived.
No data loss. 30 days of read-only access after cancellation. Full CSV + JSON export of every reconciled month, dashboard view, and audit-log entry — yours to keep forever. After 30 days the org is archived and we delete on the 90-day mark unless you ask us to extend.
Talk to us
Bring your CFO and your CMO.
Thirty minutes. We’ll walk through a live reconciliation using either your data or our synthetic Northwind dataset (your call). You’ll leave with a written report on the gap between what your platforms say and what your books show.
- 30-minute demo, you bring both leaders
- Built for $20M–$200M ARR B2B SaaS
- Read-only on your source systems · SOC 2 Type II in progress