The operating layer for CFO + CMO alignment.
Unified meetings, dashboards both sides trust, reconciled spend tied to pipeline, and quarterly planning that ties out — one platform, two roles, the same operating rhythm.
Connects with what you already use
Source systems
OAuth-scoped read on every connector. Tokens encrypted at rest.
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)
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
What’s inside
Six surfaces, one source of truth.
TRUE COST loaded ROAS
Channel ROI that includes tools, agencies, and FTE allocation — not just ad spend ÷ pipeline.
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Three-way reconciliation
Match platform-reported spend to invoiced amounts to GL — and catch the gaps that show up everywhere.
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Inbox monitoring
Read-only Gmail and Outlook scanning detects freelance and one-off invoices the AP system missed.
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Quarterly planning
Allocation workspace with prior-year compare, AI-suggested splits, and approval workflow built in.
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Vendor workflow
Renewal windows, scope creep flags, vendor concentration analysis — packaged for the renewal call.
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Read-only architecture
We never write back to your source systems. Demonstrable to auditors. Built to pass SOC 2.
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Daily operating rhythm
From Unified standup to quarterly close.
Eline isn’t a once-a-quarter tool. The platform drives the daily and weekly rhythm — Unified meetings stop with decisions, reconciliation runs continuously, and variance shows up explained, not stitched.
Monday
Joint standup
CFO and CMO open the same view. What changed since last Monday, what to decide this week, who owns each action. Aligned in 60 seconds.
Tue–Thu
Decisions inline
Vendor approvals, scope flags, over-pacing alerts — surfaced where the work happens. Approve, reject, or delegate. Audit trail builds itself.
Friday
Variance written
Weekly variance lands pre-decomposed: paid media, tools, agencies, headcount. Each line with a story. Board pack mostly writes itself.
By role
Different views for the same numbers.
Honest fit check
Who Eline is for — and who it isn’t.
We’d rather you self-qualify out at the right tier than spend two months in procurement learning we don’t fit your shape. Here’s the actual ICP.
Eline is for you if…
- B2B SaaS, $20M–$200M ARR
- 100–1000 employees
- Marketing budget >$1M/year
- Dedicated CFO/Finance Director and dedicated CMO/Head of Marketing
- Already running paid acquisition across 3+ channels
- Already on HubSpot or Salesforce
- Currently struggling with: monthly board reporting, quarterly budget reviews, marketing efficiency justification
Eline is not for you if…
- <$10M ARR — not enough operational complexity yet
- No dedicated finance leadership
- E-commerce / DTC — different attribution model, different stack
- Agencies — different buyer, different problem
- Companies happy with their current CFO ↔ CMO alignment
See it on real numbers. Aligned.
Thirty minutes, real reconciliation, written gap report — yours to keep.