How to Unlock Hidden Revenue with a Non-Traditional Agency Model

Andrew Dymski welcomes Tristan Ruml, founder of Tortuga, to discuss a non-traditional approach to agency work that focuses on discovering hidden revenue opportunities for clients. Tristan built his model after conducting extensive interviews with hundreds of business owners to understand their pain points and frustrations with traditional marketing agencies.

The Research-Driven Foundation

Before building Tortuga, Tristan invested significant time talking with business owners about their experiences with marketing agencies. A pattern emerged: many felt burned out by ineffective marketing spending. They had hired agencies, invested in campaigns, and seen little return. The frustration was not about the quality of the work - it was about the mismatch between what agencies delivered and what the business actually needed.

This research shaped Tortuga’s core methodology. Instead of leading with a fixed set of services, Tristan starts every engagement by breaking down the client’s business to identify existing assets that can be leveraged for revenue growth. The approach is more consultative than executional - at least initially.

Discovering Hidden Assets

The central idea behind Tortuga’s model is that most businesses already possess underutilized assets that can generate revenue. These might include an email list that has not been properly segmented, a product line with untapped cross-selling potential, a referral network that has never been formalized, or a positioning opportunity that has been overlooked.

Tristan explains that revenue optimization does not require complex tactics. Simple actions - repositioning offers, refining sales scripts, targeted outreach to existing contacts - can generate significant results when applied to the right opportunities. The key is identifying which opportunities have the highest potential before investing resources.

A Flexible Service Model

One of the distinctive aspects of Tortuga’s approach is its flexibility in service delivery. Rather than building a full-service agency that handles everything in-house, Tristan positions his firm as the strategic layer that identifies opportunities and then connects clients with specialized agencies or contractors for implementation.

This model creates value for clients because they get strategic guidance tailored to their specific situation, paired with execution from specialists who are best-in-class in their particular discipline. For Tortuga, it means staying lean while delivering comprehensive results.

Lessons for Agency Owners

Tristan’s approach challenges the conventional agency model in productive ways. By leading with research and discovery rather than a service pitch, he builds trust early in the relationship. By focusing on revenue outcomes rather than deliverables, he aligns his success with his clients’ success. And by maintaining flexibility in how work gets done, he avoids the overhead trap that limits many agencies’ profitability.

The takeaway for agency owners: sometimes the most valuable thing you can do for a client is not execute marketing campaigns but help them see opportunities they have been overlooking.