Marketing Budgets,
Minus the Spreadsheet Chaos

Marketing budgeting software built for companies with multiple brands and regions. Plan with the team, automate the spend tracking, and connect to your entire marketing stack.

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Etropo budget editor: the FY2026 marketing budget organised by region and brand, with the North America region and its Horizon brand open to show the events and paid media line items, an owner for each line item, comment markers on some cells, monthly plan columns in dollars and Canadian dollars, and the Google Ads line item showing its integration tooltip with data sync on

Trusted by multi-brand & multi-region companies:

Mindy
Livespace
HGS
Betterworks
GetResponse
Keenee

How it works

Plan, track and explain every marketing dollar

Etropo budget editor with the FY2026 marketing budget: the North America region with its events line items, monthly plan columns in dollars and Canadian dollars
Etropo actuals dashboard with planned, actual, variance, year-to-date and forecast columns for each category
Etropo integrations page with Attio, ChatGPT, Claude, Google Ads, Google Sheets and HubSpot
AI Budget Buddy panel open next to the budget grid, with an answer about the remaining Paid Media budget for Q2
An Etropo dashboard built by Budget Buddy: the approved plan as one number, three budget versions planned by region side by side, and each region's planned spend by month

Owners, categories, monthly amounts and a currency for every line item in one grid. Change one number and every total updates in your default currency.

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Planned, actual, variance and forecast for each line item, side by side. The numbers come from your invoices, ad accounts, and teammates. No need to wait for finance.

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Google Ads, LinkedIn, Meta and TikTok send their spend to the budget. Google Sheets shares the plan with finance. HubSpot and Attio add conversions and revenue.

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Ask a question about spend or variance in plain English. The answer comes with the line items behind it. Ask for a change and Budget Buddy makes it in the budget.

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Marketing budget dashboards that fit your needs. Ask Budget Buddy for the charts, tables and numbers you want to see, and change them whenever you need.

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AI Budget Buddy in Etropo answering how the Horizon brand is tracking on paid media in North America this quarter, with a table of planned, actual and variance for Google Ads, LinkedIn Ads and Meta Ads, then moving the Meta underspend to Google Ads for October

Budget Buddy ™

Industry Leading AI Agent.
Available everywhere you work.

Know where every dollar stands in seconds.
Update, or ask about the budget from Slack, Claude or ChatGPT.

Available in

ClaudeChatGPTGeminiSlackTeams
Etropo budget creator importing a spreadsheet, on its Structure step: the file's Region and Brand levels above master categories, categories and line items, with the preview of Marketing Budget 2027 showing $1,528,450 in total and North America, its Horizon brand, Paid Media and the Search and Social line items with their amounts

Setup & Onboarding

Start in minutes. Literally.

Upload your spreadsheet and the budget creator pre-fills the period, regions, brands and line items for you to confirm. No budget yet? Start from scratch, demo data or AI benchmarks for your industry.

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Our Platform

Marketing budget software for the CMO who always has the answer

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“Before Etropo, someone on my team was spending a significant chunk of their time just chasing budget actuals. That's gone now. We've saved several days a quarter — and I actually know where our budget stands in real time.”

Abby Hehemann

Marketing Director at GetResponse

GetResponse

Marketing Budgeting Software

One budget for the whole team

Etropo budget editor with the FY2026 marketing budget organised by region and brand: North America, EMEA and APAC, each split into the Horizon and Pulse brands, with monthly plan totals for every region and brand
Etropo Plans page comparing three budget versions on the Monthly Budget Allocation chart: the current plan, Growth Scenario (+20%) and Conservative – Board Cut (-15%), with the June values of all three in the tooltip
Etropo budget editor with an owner on every line item, such as Marco Rivera, Sarah Kim and Lisa Patel in Events & Field Marketing, and the Paid Media & Advertising category menu open on Manage Access

Add up to two levels above your categories, such as region and brand. Each region and brand gets its own section, with its own totals and access.

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Keep a conservative and an aggressive version in one budget. Compare them on the Plans page, then make one active.

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Set permissions per category, so each owner edits only their part of the budget. Owners keep their line items and actuals up to date themselves.

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Integrations

Connect your marketing stack

Pick a tool to see what it syncs and how to connect it.

Google Sheets

Google Sheets

Slack

Microsoft Teams

Microsoft Teams

Google Ads

Google Ads

LinkedIn

Meta

TikTok Ads

TikTok Ads

HubSpot

HubSpot

Claude

Shaped by marketing teams who use it every day

Dashboards

See your marketing budget the way you want to. Tell Budget Buddy what you want to see — plan vs actuals by quarter, planned spend by region each month, two versions side by side — and it builds the dashboard with charts, tables and single numbers. Every widget shows live data from your budget. Learn more about dashboards.

Improved Budget Structure

One of the most requested improvements is here. A budget in Etropo now has up to six levels: two custom levels for brands, divisions, regions or markets, then master categories, categories, line items and expenses. You use only the levels your company needs. With custom levels, one budget holds the whole company: each brand or region is its own section, with its own totals and its own access. Learn more about budget structure.

Expenses

Your actuals now add up from the spend behind them. Record what you spent under any line item — an invoice, a one-off payment, a correction — and the month's actual becomes the sum of those expenses. So the number in the cell is never just a number someone typed: click it and you see exactly what it's made of. Take an expense out and the actual comes down with it.

Budget Versions

Your budget can now hold more than one plan. Build a version for the number you're asking for and a version for the number you expect, compare them side by side, and make one active when the decision lands. And when the year shifts — a cut, a new channel, a re-forecast — copy the live plan into a new version and adjust it there, instead of rebuilding your budget or starting another spreadsheet. Your actuals never move. Available on the Pro and Custom plans. Learn more about budget versions.

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Why Etropo

Etropo is purpose-built marketing budgeting software

Sheets aren't built for marketing teams. Neither are enterprise finance tools. Etropo is.

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Spreadsheets
  • Built for everyone to achieve anything
  • Easy to set up, hard to maintain
  • Spend data requires input from finance
  • Difficult to hide headcount expenses
  • Visualization & forecasting requires effort
  • Prone to human errors and formula issues
EtropoPurpose-built for marketing
FP&A tools
  • Designed for finance, not marketing
  • Requires implementation & training
  • Integrations as premium features
  • Complex team setup
  • Overkill for SMBs
  • Expensive & rigid