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Have you ever turned to freelancers to grow your agency’s capabilities? What about using fractional support once you realized you couldn’t do everything as the founder and face of the agency? What if the key to sustainable growth isn’t building a massive in-house team, but leveraging the right fractional support at the right time?
Today’s guests are two agency owners who turned a modest freelance setup into a thriving multimillion-dollar business—largely through referrals and the strength of their personal networks. They share how a flexible team of contractors became their secret weapon, offering the agility to scale without the overhead of a traditional agency structure. Tune in to learn how former competitors found a way to build a successful collaboration and why fractional support was a big part of their operation from the start.
Sydney Mulligan and Lauren Aquilino are the co-founders of Emmie Collective, a for-hire network of elite independent & freelance marketing, sales, and revops consultants with big tech energy. They share their journey of entrepreneurship, reflect on their backgrounds as former competitors in the marketing industry, and the bond that brought them together.
Sydney also recounts her experience of being laid off while on maternity leave, which sparked the idea for Emmie Collective while Lauren discusses her transition from freelancing to building a business as demand for her services grew.
In this episode, we’ll discuss:
Why the fractional model was the best option for bootstrapping an agency.
When should the agency owners stop being the face of the agency?
External funding vs. control in agency growth.
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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Before forming their partnership, Sydney and Lauren worked at competing agencies while also participating in Marketo's customer champion program. Their paths diverged when both eventually left their respective agencies—Lauren to pursue freelance work, initially planning for just 10 hours weekly during summer to rest after quitting her job. However, her freelance business quickly expanded beyond expectations, growing to 20 hours weekly and requiring additional contractor support.
Meanwhile, Sydney had taken an in-house position but faced an unexpected setback when she was laid off during her maternity leave. As she navigated the job interview process, she began conversations with Lauren, who was contemplating transforming her freelance operation into a formal business. Lauren recognized Sydney as a valuable potential partner—in fact, the only person she would consider building a business with.
After discussing their business vision, they decided it was time to meet face-to-face. Their first in-person meeting in Florida became what they jokingly refer to as their "speed dating" session. During this three-day encounter, they exchanged ideas and developed business plans while Sydney cared for her six-week-old baby. The meeting proved decisive—by the time they both landed back home, they had confirmed their mutual desire to build an agency together.
Their participation in the customer champion program helped Sydney and Lauren establish strong reputations within a specialized niche market. With this foundation, they were able to launch their agency business with a strong base of referral clients.
One unexpected advantage they discovered was the relative ease of attracting consultants eager to work with their new agency. Anticipating potential staffing challenges typical for startups, they had proactively designed their business model around freelancers and contractors. This strategy allowed them to sidestep the common industry pressure of requiring employees to meet specific billable hour quotas. Instead, freelancers had the flexibility to determine their own workload and schedules.
To this day they continue to work with consultants, firmly believing that fractional support provides clients with optimal access to senior specialized expertise. By leveraging fractional experts, their agency effectively addresses specific client challenges, enhances operational efficiency, and frees internal resources to focus on strategic growth initiatives.
Sydney and Lauren's agency growth eventually confronted them with the challenge of hitting the limit on what they could do by themselves. With the agency growing, more and more clients and consultants coming in, and traveling for events, it just got to be too much.
Sydney recalls a particularly stressful period when she felt overwhelmed, unable to keep track of their growing client base and the myriad responsibilities that came with it. They recognized they could no longer manage everything alone. When an agency owner clings to control it causes issues with bottlenecking, even become an operational issue and their agency’s biggest profit leak.
For Sydney and Lauren, was time for a change and the first crucial step was hiring a fractional account manager to ensure there was someone else keeping track of every client. This not only alleviated some of the burdens on Sydney but also allowed them to focus on strategic growth rather than getting bogged down in day-to-day operations.
It’s not an easy shift to make, and quite tricky for Sydney and Lauren, who built the agency on the back of their own networks and therefore are still the face of it. They continue to wrestle with how much to pull back, risking that clients feel they no longer interact with them.
For those facing similar challenges, it's worth noting that even prominent agency leaders like Gary Vaynerchuk maintain their status as organizational figureheads while having minimal involvement in daily operations. This successful transition typically requires thoroughly training team members in core agency values to ensure consistent decision-making and actively promoting team capabilities to clients—emphasizing that a dedicated team provides superior service compared to founder-only support.
After bootstrapping their business, Sydney and Lauren now face the question of whether or not to take on funding to continue to scale. While they recognize the potential advantages that investment capital could bring—accelerated expansion and resources for recruiting top talent—they also remain cautious about the significant tradeoffs involved.
Most of all, they worry about the fundamental shift from being independent business owners to essentially working for investors since "once you start raising money, you'll always be raising money"—with a continuous cycle of accountability to external stakeholders.
For the time being, they continue to prioritize maintaining complete control over their growth trajectory, preferring the stability and autonomy of their current approach even if it means potentially slower expansion.
Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.