In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.

Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.

Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.

They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.

This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.

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Guest: Rob te Braake, Founder at Insight Matters

Rob te Braake’s LinkedIn | Insight Matters

Is your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketing

Watch the full Youtube video here:

https://youtu.be/FYkZAU5lzXk

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