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eElineDemo

Reconciled · 2h ago

Marketing · CMO workspace

Channel ROI & pipeline path — Q1 2026.

TRUE COST loaded ROAS across 12 sources. Funnel reconciled to the CFO P&L — same numbers, your lens.

Refreshed 14m ago
+18% QoQ

Top of funnel

287K

Anonymous visitors / Q1

+24% QoQ

MQLs

3,023

1.05% of TOFU

+11% QoQ

Closed-won pipeline

$620K

7 deals · Q1

↑ from 3.6×

Blended ROAS

4.2x

Pipeline ÷ TRUE COST

Lead → Customer

The journey, clickable end-to-end.

Each stage opens a side panel: top sources, bottlenecks, recommended actions. Same pipeline the CFO sees, your lens.

Q1 2026 · Northwind Cloud

Lead → Customer journey. Click any stage.

5 stages · 92-day cycle

Path to revenue

Visitor to closed-won.

Conversion + dollars at every stage. Drillable to per-source detail.

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

287,00018,4003,023612537
  1. 01

    Anonymous visitors

    287,000

    count

    —

  2. 02

    Identified contacts

    6.4% from prior · 269K dropped

    18,400

    count

    —

  3. 03

    MQLs

    16.4% from prior · 15K dropped

    3,023

    count

    —

  4. 04

    SQLs

    20.2% from prior · 2K dropped

    612

    count

    —

  5. 05

    Opportunities

    8.7% from prior · 559 dropped

    53

    count

    $4.8M

    value

  6. 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%

Channel performance

TRUE COST loaded ROAS

Loaded with tools, agencies, and FTE — first honest channel ROI.

Channel ROI · Q1 2026 · True cost loaded

For the first time, every dollar — ad spend, tooling, agency, FTE time — attributed to the channel that drove pipeline.

Sorted by True ROAS
ChannelAd spend+ Tools+ Agency+ FTETrue costAd spend + allocated tooling + agency hours billed to this channel + FTE time per Tom, Aisha, Devon, and Priya’s calendar split.PipelineClosed-wonTrue ROASCPL6mo trend
LinkedIn$178,400$28,200$37,200$30,800$274,600$1.9M$240K6.8x$284
Google Ads$226,700$18,900$27,900$21,400$294,900$1.4M$182K4.8x$412
Events$147,000$15,100$4,650$13,300$180,050$570K$74K3.2x$1,820
Content$47,300$15,100$84,800$22,500$169,700$470K$62K2.8x$186
Outbound—$44,900$23,250$18,700$86,850$260K$32K3.0x$620
Webinars$52,400$16,900—$14,500$83,800$140K$18K1.7x$440
Organic—$22,900$16,200$13,800$52,900$100K$12K1.9x—
Content channel agency line includes Maya Chen $4,800 — invoice detected 11 days ago, awaiting category confirmation in finance.Q1 totals reconcile to $1,142,800 across all 7 channels.

Pipeline velocity · MQL → opportunity

6 months · by channel
LinkedIn17%
Google Ads16%
Events25%
Content15%
Outbound10%
Webinars28%
Organic8%
Webinars doubled their MQL→opp conversion since Oct. Google Ads is declining 22% QoQ — the CPL trend worth investigating.

Conversion analytics

Where pipeline lands

Mix, geography, and the same dollars under three attribution lenses.

Channel mix · plan vs actual

% of Q1 spend
LinkedIn24% actual · 19% plan+24%
Google Ads26% actual · 28% plan
Events16% actual · 18% plan
Content15% actual · 14% plan
Outbound8% actual · 8% plan
Webinars7% actual · 8% plan
Organic5% actual · 5% plan
Vertical tick on each bar marks the planned share. LinkedIn is 24% of actual spend vs 19% planned — driving the Q1 over-pacing story.

Where pipeline came from · Q1 2026

$620K closed-won across 7 deals · 6 countries
By country
USUnited States
61%$380,000
GBUnited Kingdom
16%$96,000
DEGermany
9%$54,000
AUAustralia
7%$42,000
CACanada
5%$30,000
XXOther (5 countries)
3%$18,000
US — by state
CACalifornia
39%$148,000
NYNew York
23%$86,000
TXTexas
14%$54,000
MAMassachusetts
10%$38,000
ILIllinois
6%$24,000
XXOther (8 states)
8%$30,000
United States drives 61% of closed-won — California alone is 39% of US revenue. Mid-market expansion plan should weight West Coast events heavier in Q2.

Attribution model comparison

Same $4.8M pipeline · three lenses

Choosing one attribution model means optimizing for one part of the funnel. Eline shows all three side-by-side so you can see which channels do the early work, which channels close, and which carry weight throughout.

First-touchWhere did the deal originate?
Events: 35%LinkedIn: 28%Google Ads: 14%Content: 12%Webinars: 6%Outbound: 3%Organic: 2%
Events
35%
LinkedIn
28%
Google Ads
14%
Content
12%
Webinars
6%
Outbound
3%
Organic
2%
Last-touchWhat closed the deal?
LinkedIn: 38%Google Ads: 24%Events: 12%Content: 10%Outbound: 8%Webinars: 4%Organic: 4%
LinkedIn
38%
Google Ads
24%
Events
12%
Content
10%
Outbound
8%
Webinars
4%
Organic
4%
Multi-touchLinear credit across all touchpoints.
LinkedIn: 32%Events: 24%Google Ads: 18%Content: 11%Outbound: 6%Webinars: 5%Organic: 4%
LinkedIn
32%
Events
24%
Google Ads
18%
Content
11%
Outbound
6%
Webinars
5%
Organic
4%

The story: Events looks like a 35%-of-pipeline channel on first-touch but only 12% on last-touch — they do the awareness work that LinkedIn and Google Ads capitalize on at the bottom of the funnel. Cutting events to fund LinkedIn would be a misread.

eventslinkedingoogle adscontentwebinarsoutboundorganic

Cost per lead · 6 months by channel

QoQ change · Q4 → Q1
LinkedIn

$284

-5.4% QoQ

Google Ads

$403

+10.5% QoQ

Content

$194

-16.1% QoQ

Webinars

$459

-14.5% QoQ

Google Ads CPL is up +11% QoQ — declining keyword efficiency, driven by “intent-mid” campaigns where competitor bids climbed. Content CPL dropped 16% on the same period as organic search caught up.

Platform tactics

Below the channel rollups.

Native ad-platform metrics, top campaigns, audiences, lead-source UTMs, SEO opportunities.

Platform-level breakdown · Q1 2026

Underneath the channel rollups: native ad-platform metrics — CPL, ROAS, CTR, top campaigns, top audiences. Click a row to expand.

$440,000 spend · 1,901 MQLs · $3.4M pipeline
PlatformSpendImpressionsCTRMQLsCPLPipelineROASQoQ6mo
#4285F4

Google Ads

→ google ads

efficiency drop
$208,30014.3M2.10%716$291$1.4M6.5x-10%
#0A66C2

LinkedIn Ads

→ linkedin

over budget
$165,4001.8M0.80%967$171$1.6M9.6x+18%
#0668E1

Meta

→ linkedin

$32,5004.2M1.40%124$262$280K8.6x+4%
#00897B

Microsoft Ads

→ google ads

$18,4001.8M1.40%56$329$92K5.0x-2%
#FF4500

Reddit Ads

→ webinars

expanding
$15,4008.4M1.10%38$405$76K4.9x+6%

Lead source · UTM-level breakdown

3,023 MQLs · $4.6M pipeline
Source / mediumMQLsSQL convOppsPipelinePipeline share

linkedin

social-paid

96721%18$1.6M

google

cpc

71620%12$1.4M

meta

social-paid

12418%2$280K

outreach

sdr-sequence

14040%4$240K

saastr-2025

event-booth

7831%4$220K

referral

partner

9239%3$210K

direct

direct

16825%4$180K

webinar

event

19030%6$144K

podcast-mention

audio

4233%2$124K

organic

organic-search

4129%3$96K

bing

cpc

5621%1$92K

reddit

social-paid

3821%1$76K
Outreach SDR sequences have the highest MQL → SQL conversion (40%) — almost 2x the paid average — but volume is much lower. SaaStr 2025 booth leads closed at 31% — events scale small but convert well.

SEO performance · Q1 2026

Top keywords with position deltas, top landing pages, and the page-2 backlog of keywords you could promote with content effort.

16K sessions · 362 conversions

Improving

+8

0 declining

Featured snippets

1

+ 1 knowledge panel

Page 2 keywords

7

Promote-able with content effort

Best landing

5K

/resources/cfo-cmo-disagreement · 5.4K visits

KeywordPositionΔVolumeSessionsCTRConvAction
TRUE COST loaded ROASSnippet

informational · KD 22

148027858%24
marketing spend reconciliation

commercial · KD 38

431,90034218%28
CFO marketing dashboard

commercial · KD 41

662,40028812%32
vendor reconciliation software

transactional · KD 44

51,20016814%11
marketing CAC calculatorKnowledge panel

informational · KD 28

813,4003069%9
channel ROI by attribution model

informational · KD 31

99720588%4
B2B SaaS marketing budget template

informational · KD 35

1134,4001764%6
marketing finance software

commercial · KD 52

1431,600483%3
agency scope creep prevention

informational · KD 19

134580234%2
marketing variance analysis

informational · KD 24

17724073%0

Forward looking

Pipeline & action queue.

90-day forecast plus the queue of decisions that need you this week.

Pipeline forecast · next 90 days

Bottom-up · refreshed nightly

Q2 plan

$5.5M

Set Jan 12

Already committed

$2.6M

48% of plan locked in

Mid-case projection

$5.6M

+2.9% vs plan

Range (low–high)

$4.8M–$6.3M

Confidence: medium

ActualPlanProjectedCommitted (CRM)
On pace for Q2 plan

What needs my attention this week

One-click optimizations. Each item cites the data, suggests an action, and tracks whether it was done. AI badges = derived from rules + Q1 actuals; Manual = added by an FTE.

8 open4 urgent
  • KeywordAI highUrgent

    Google Ads keyword "cfo software" CPL up 47% MoM with zero conversions in 14 days

  • AudienceAI highOpportunity

    California shows 3.2× ROAS but only 8% of total ad spend

  • BudgetUrgent

    LinkedIn pacing $18K/mo over plan — over-spend is at $54K cumulative for Q1

  • LandingUrgent

    /pricing page mobile bounce hit 78% last week (up from 62%)

  • SequenceAI highOpportunity

    Outreach sequence "enterprise-spring" hits 38% MQL→SQL — best of any sequence

  • KeywordAI mediumOpportunity

    r/cfo Reddit ad generates 12 MQLs/wk at $356 CPL — 30% under target

  • Brand

    Featured snippet for "TRUE COST loaded ROAS" still ours — competitor pushed update

  • AudienceUrgent

    LinkedIn ABM list missing 42 of our top-100 target accounts