The source of truth your CFO and CMO both trust.
Planning tools forecast. BI tools visualize. Eline reconciles — connecting every ad dollar to its deal and its invoice so finance and marketing finally share the same number.
Connects with what you already use
How we're different
Not a planning tool. Not a BI tool. A truth table.
Mosaic, Pigment, and Cube are great at planning forward. Looker and HubSpot dashboards show what happened. Eline does one thing none of them do: it reconciles the numbers across systems so finance and marketing stop arguing over who's right.
| Planning toolsMosaic · Pigment · Cube | BI toolsLooker · HubSpot reports | Elinereconciliation-first | |
|---|---|---|---|
| Marketing spend reconciliation (platform → GL) | |||
| CMO ↔ CFO single source of truth | |||
| Connect ad spend to closed deals (CRM join) | |||
| Catch uninvoiced vendor spend | |||
| Three-way match: platform → invoice → GL | |||
| Budget planning & scenario modeling | |||
| General BI / free-form dashboards | |||
| Pre-built CFO ↔ CMO board views | |||
| Real-time CAC / ROAS with loaded costs | |||
— Partial = possible with significant custom work or adjacent products in suite.
The problem we solve
Three conversations that go wrong every quarter.
CMO can’t defend spend to CFO
Finance runs the budget review off the GL. Marketing runs it off HubSpot. The numbers never match. Eline closes the gap by reconciling the same spend across both systems — so the CMO walks into the QBR with the CFO’s own numbers.
Finance can't trace marketing invoices to deals
Your accounts payable team sees a $48K invoice from a demand-gen agency. No PO, no campaign tag, no CRM attribution. Eline surfaces the spend, maps it to the campaign that drove it, and shows exactly which pipeline it produced.
Board asks for CAC and no one has the real number
Most CAC calculations ignore agency fees, tool stack, and headcount allocation. Eline loads every marketing cost — ads, agencies, software, partial FTE — and divides by deals closed. One number. Both sides trust it.
What Eline connects
One reconciliation layer across your entire stack.
Eline doesn't replace your tools. It sits between them — reading spend from your ad platforms, pulling deals from your CRM, matching invoices from your GL — and surfaces the gap when the numbers don't tie.
Google Ads
ad spend
Meta Ads
ad spend
LinkedIn Ads
ad spend
HubSpot
pipeline
Salesforce
pipeline
QuickBooks
GL / invoices
Stripe
revenue
Gmail
inbox invoices
Google Ads
ad spend
Meta Ads
ad spend
LinkedIn Ads
ad spend
HubSpot
pipeline
Salesforce
pipeline
QuickBooks
GL / invoices
Stripe
revenue
Gmail
inbox invoices
The moment spend and deals and invoices don't match — Eline flags it.
Three-way reconciliation: platform-reported spend → vendor invoice → GL posting. The gap that lives in every finance ↔ marketing handoff, finally visible.
How Eline fits alongside the tools you already use
Mosaic plans. Eline reconciles.
Mosaic is a great FP&A tool for headcount and board reporting. Eline handles what Mosaic doesn't touch: tying marketing spend on the platform side to invoices in the GL and deals in the CRM.
Pigment models scenarios. Eline closes the loop.
Pigment excels at collaborative planning and what-if modeling. Eline sits downstream — taking the plan Pigment produces and validating whether actual spend matched it, invoice by invoice.
Cube syncs spreadsheet models. Eline replaces the need for them.
Cube is a spreadsheet-native financial modeling layer. Eline eliminates the custom VLOOKUP that matches your HubSpot export to your QuickBooks export — that logic is native and always up to date.
Looker visualizes. Eline interprets.
Looker can show you the data if your data engineers build the models. Eline ships with the marketing finance data model pre-built — no SQL, no data team required.
HubSpot sees pipeline. Eline sees pipeline + spend + invoices.
HubSpot reporting is CRM-native and excellent for attribution inside the funnel. Eline extends that view to include what you actually paid — the part that lives outside HubSpot.
Spreadsheets break every quarter. Eline doesn't.
Most CFO↔CMO reconciliation happens in a shared Google Sheet that breaks when the export format changes. Eline is the durable, always-reconciled version of that spreadsheet.
Ready to reconcile?
Stop defending your budget with a different spreadsheet.
Connect your stack in 10 minutes. Eline surfaces the reconciliation gap in the first session — no data team, no SQL, no spreadsheet VLOOKUP.
No credit card required · connects in 10 min · cancel anytime
See it on real numbers. Aligned.
Thirty minutes, real reconciliation, written gap report — yours to keep.