--- title: Building a Supercharged Marketing Function | Case Study | RobinetteCMO description: Discover how SPRCHRGR transformed its marketing function through strategic positioning, a comprehensive HubSpot integration, and targeted partner ecosystem marketing. --- [Skip to content](https://www.robinetteadvisory.com/case-study/building-a-supercharged-marketing-function#main-content) [![RobinetteCMO](https://www.robinetteadvisory.com/hs-fs/hubfs/RobinetteCMO%20Logo_Black%20Letters.png?width=1318&height=515&name=RobinetteCMO%20Logo_Black%20Letters.png)](https://www.robinetteadvisory.com/?hsLang=en) - [About Me](https://www.robinetteadvisory.com/about) - [Services](https://www.robinetteadvisory.com/services) - [What Is Compounding Marketing Operations?](https://www.robinetteadvisory.com/what-is-compounding-marketing-operations) Open main navigation Close main navigation - [About Me](https://www.robinetteadvisory.com/about) - [Services](https://www.robinetteadvisory.com/services) - [What Is Compounding Marketing Operations?](https://www.robinetteadvisory.com/what-is-compounding-marketing-operations) - [Let's Talk](https://www.robinetteadvisory.com/contact-me) [Let's Talk](https://www.robinetteadvisory.com/contact-me?hsLang=en) **Case Study** # Building a supercharged marketing function for a founder-led tech-forward advisory firm ![SPRCHRGR homepage on laptop and CFOptimize service page on phone, designed and written by Justin Robinette](https://www.robinetteadvisory.com/hs-fs/hubfs/sprchrgr-marketing-case-study-results-devices.webp?width=1700&height=1175&name=sprchrgr-marketing-case-study-results-devices.webp) Results · SPRCHRGR 2024–2026 - **600%+**website sessions - **100%+**qualified leads - **38%+**more new clients HubSpot CRM data year over year · CEO-confirmed ## The mandate Justin joined SPRCHRGR — a tech-forward outsourced CFO, advisory, ERP implementation, and data systems integration firm serving lower middle market companies nationally — in February 2024 as Head of Marketing, the company's first and only marketing hire.  SPRCHRGR's problem was never that leadership underestimated marketing — CEO Mark Wald had been running it himself, on top of running the company, because translating SPRCHRGR's actual capability into language the market would recognize needed someone who understood the business as well as he did. That's a high bar: client accounting services, fractional CFO work, and data and systems integration combined under one roof — a mix Wald describes as truly unique in the market — isn't a story a generalist marketer walks in and tells correctly. His first day was at the annual Sage Transform Conference alongside the CEO, CFO, and the firm's ERP service line leader — a fittingly "hit the ground running" collaborative partnership marketing strategy build, not on the sidelines learning about it later.  After fifteen years building marketing functions inside three accounting and advisory firms, this was the one chance to build a function completely from zero, unencumbered by inherited structure, reporting directly to the CEO and collaborating with the CFO on strategy, budget, agency relationships, and KPIs.   ## The approach ### The Brand Platform Justin developed SPRCHRGR's brand architecture from scratch, co-facilitating a multi-week workshop with the SPRCHRGR team that produced "accounting + finance engineers" — a category reframe that gave a technical, easily-commoditized service line a distinct positioning, and one the company filed to trademark. The phrase is [still SPRCHRGR's stated brand identity today](https://sprchrgr.com/people). ### The HubSpot Rebuild In late 2024, Justin led a full website migration off Squarespace onto HubSpot's ecosystem. The prior sales leader had started the HubSpot buildout and left it unfinished and disorganized on departure. Rather than force a rebuild through internally against a deadline, Justin brought in outside vendors and specialists to finish the platform properly — the same judgment call a Build-Drive-Transfer engagement asks of a client: know when a system needs expert hands, not just more hours from the person already stretched thin. He ran the rebuild while also managing two outside retainer agencies, rather than trying to absorb every function in-house. ### Full System Integration Justin fully connected HubSpot's marketing, content, and sales hubs, automating deal status updates, pipeline movement, and data enrichment, and implementing several of HubSpot's Breeze AI features. It wasn't highly technical work, but it wasn't push-button configuration either — the kind of mid-complexity systems build that most marketing leaders outsource entirely or never attempt. He ran RevOps and sales enablement as part of the same build, operating the full function as a team of one at close to team-of-five output. ### ICP & Positioning Justin built ICP frameworks across eight verticals and repositioned the company's advisory services as AI-based platforms, new competitors, and price pressure reshaped the accounting and advisory landscape in real time — work he led in concert with the CFO, sharpening SPRCHRGR's fit with its most profitable customer segments and aligning messaging and content to the specific problems those clients were facing, not a generic pitch. ### Partner Marketing Justin ran partner marketing with the ecosystem software vendors SPRCHRGR worked alongside — Sage Intacct (SIAP), BQE CORE, Cin7, and BILL. With BQE, that included producing and co-promoting a 10-part content series, ["From Chaos to Control,"](https://blog.bqe.com/from-chaos-to-control-solving-the-top-10-financial-management-challenges-that-hold-ae-firms-back) addressing the top financial management challenges facing architecture and engineering firms past $5M in revenue — published on BQE's blog under SPRCHRGR's byline and co-promoted across LinkedIn.   ## The results What Justin built didn't just produce results; it produced the first data the company ever had to measure them by. - Website sessions grew more than 6x over the same period once the new website was launched, with organic search growing more than 10x in the same period. - Qualified leads grew more than 100% year over year; discovery call stage opportunities grew more than 130%, generating 50 new business proposals and nearly 40% growth in new customers YoY (2024-2025). - LinkedIn engagement ran 45% above category competitors with 41% fewer posts — output from efficiency, not volume. - ["Accounting + finance engineers,"](https://sprchrgr.com/people) the positioning Justin coined, is still SPRCHRGR's stated brand identity today, filed for trademark. - The [10-part BQE content series](https://blog.bqe.com/from-chaos-to-control-solving-the-top-10-financial-management-challenges-that-hold-ae-firms-back) is still live and dated, independent proof of the partner-marketing work that doesn't depend on anyone's word for it. - The HubSpot rebuild gave SPRCHRGR its first fully integrated marketing and sales infrastructure — a system built to outlast any one person running it, brought in on outside expertise rather than strained through alone. From Mark Wald, CEO of SPRCHRGR: > "Justin came in as our first and only marketing leader — which meant he wasn’t inheriting a playbook, he was writing ours. In the first year, he had stood up our full marketing operation: brand architecture, a website and digital marketing overhaul, HubSpot CRM and automation, content strategy, case studies, SEO, ICP frameworks, sales enablement, platform partnership marketing, and much more. He also did something I didn’t anticipate: he helped us see ourselves more clearly. > > The phrase “accounting + finance engineers” came from Justin — the product of a multi-week brand workshop he co-facilitated early in his tenure. It got our entire team talking about and contributing to the SPRCHRGR 2.0 brand. More importantly, it captured exactly what makes SPRCHRGR different: not just what we do, but how we think about our work. It’s now a cornerstone of our identity, and we’ve applied trademark protection for it. > > Since launching the refreshed brand, our network has taken notice — sales conversations are easier, and inbound referrals from our evangelists have increased." --- ## Sources - SPRCHRGR, ["Our People" page](https://sprchrgr.com/people) - BQE, ["From Chaos to Control: Solving the Top 10 Financial Management Challenges That Hold A&E Firms Back"](https://blog.bqe.com/from-chaos-to-control-solving-the-top-10-financial-management-challenges-that-hold-ae-firms-back) CONTACT ME ## Let's talk about what you're building. Use the booking link below to schedule a call with me. I look forward to talking with you. 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