Budget & ROI
Eline’s budget desk · run by Theo · plan · perform · project
Marketing ROI
· last 30 days · spend × leads × pipeline × won30d spend
Spend
$43,800
paid_metrics
Leads
412
168 MQL · 57 SQL
Won
14
$268,000
$ / lead
$106.31
blended
$ / SQL
$768.42
$/MQL $260.71
Blended ROAS
6.12x
Profitable
Smart insights
· computed by TheoOn track-8%
Pacing 8% under plan
FY26 Marketing · Q3_2026: actual behind target.
Insight-45%
Events 45% under plan
Budget headroom available — consider reallocating to top performers.
On track6.1x
Blended ROAS 6.1x — profitable
Marketing is returning more than it spends across the window.
Watch4.5x
linkedin CPL 4.5x meta — investigate
$295/lead vs $66/lead. Shift budget toward the efficient channel.
Channel ROI
· spend → leads → $/leadChannelSpendLeads$ / lead
google$19,400188$103.19
linkedin$12,10041$295.12
meta$6,30096$65.63
organic$064—
twitter$6,00023$260.87
Channel attribution maps crm_contacts.source → paid_campaigns.platform. Unknown sources roll up as “organic” or stay verbatim.