Sarah Lake – Client Impact Director

With 20 years of client service experience and over six years at Algorithm, Sarah Lake is the driving force behind some of our most impactful client partnerships. She’s built a career on forging deep, strategic relationships that go beyond the typical agency-client dynamic—because real results come from true collaboration. Sarah thrives on aligning brand goals with measurable outcomes, leading teams to push past expectations and deliver digital marketing solutions that make a lasting impact. Her content unpacks the power of Extreme Partnership—where strategy meets execution, and performance drives success.

When we need to deliver more than just a service – we need to deliver an Extreme Partnership

Success in digital marketing isn’t just about setting  KPIs, running campaigns and hoping for the best—it’s about driving real impact. It is about walking through the process with your client, ensuring they are clear on what is being delivered every step of the way. Whether our clients are digitally mature,  somewhere on the way there or just getting started,  they don’t need an agency that executes, they need partners who are genuinely invested in their growth, challenges, and long-term success. This requires a shift in mindset—one that we at Algorithm call Extreme Partnership.

Extreme Partnership goes beyond standard expectations to create a next-level client experience. The Algorithm team are inspired by Will Guidara’s book, Unreasonable Hospitality—which explores how he transformed Eleven Madison Park into one of the world’s best restaurants by obsessing over every detail of the guest experience—this approach challenges digital agencies to apply the same level of care and commitment to their clients. It’s about anticipating needs, adding unexpected value, and making every interaction meaningful.

What Does Extreme Partnership Look Like in Digital Marketing?

1. Anticipating Needs Before They Arise

Great partnerships are built on being proactive, not just responsive. The best agencies don’t wait for clients to flag issues—they spot roadblocks, industry shifts, and opportunities before they happen.

At Algorithm, we use the data we have at our fingertips to stay ahead. If KPIs are slipping, we pivot before they become a problem. Staying ahead of algorithm updates, performance trends, and potential risks isn’t just a value-add—it’s a necessity.

2. Delivering More Than Expected

In Unreasonable Hospitality, it’s about turning a meal into an unforgettable experience. In digital marketing, it’s about taking a project beyond the brief. That could mean:

• Providing competitor insights that go deeper than standard reporting.
• Identifying new channels or untapped audiences to drive growth.
• Delivering innovative solutions that impact revenue, not just engagement.

Extreme Partnership isn’t about ticking boxes—it’s about making clients feel they’re getting far more than just a service. They should see you as a strategic partner, not just another agency.

3. Building Emotional Connections

Clients don’t just remember what you do, that’s the service they are paying for and we had better be doing it darn well—they remember how you stepped up to the plate when they needed it the most.  A seemingly small thing,  ensuring their reporting presentation is completed and professional ahead of time so they can prepare for their Exco meeting, allows your client to see you as their partner. Agencies that foster trust, transparency, and authentic emotional connections create partnerships that last.

This means:

• Having empathy – understanding client pressures and internal dynamics—not just their business goals.
• Celebrating their wins as if they were your own.
• Becoming a true extension of their team, not just another vendor.
• Leave your ego at the door.

4. Showing Up When It Matters Most

Extreme Partnership isn’t just about the wins—it’s about stepping up when things get tough. Whether it’s a performance dip, a major launch, or a crisis, clients need partners who stay calm under pressure and bring solutions to the problems.  Accountability, adaptability, resilience, and a problem-solving mindset are what separate the best agencies from the rest.

5. Building a Culture of Extreme Partnership Internally

You can’t deliver at this level to your clients if it’s not your agency’s culture. Extreme Partnership starts within the team—through respect, collaboration, a commitment to high standards, accountability means that teams will go the extra mile. When teams feel valued and empowered, that energy naturally extends to clients

Extreme Partnership in Action

How we take client relationships to the next level:

• Data Analysis and Proactive Pivoting: The agency team uses data (dashboards, GA4, Microsoft Clarity) during a campaign to monitor KPIs and identifies good performance or where we see performance slipping before it becomes a major issue, allowing us to pivot our strategy proactively.
• Staying Ahead of Industry Changes: We are ahead of algorithm updates, performance trends, and potential risks, and adjust our approach accordingly. Being connected and involved in the industry means they will have an understanding of what it is to come.
• In-Depth Competitor Insights: We provide competitor analysis that exceeds standard reporting, offering clients a deeper understanding of the market landscape.

The Algorithm Market Share Analysis which is a tool we developed to help us to just that. This dashboard unpacks how visible your brand is on search engines relative to competitors, and allows us to develop a laser focussed strategy rather than trying to target everything at once and doing everything not very well at all. We don’t start any project without the Market Share Analysis.

• Identifying New Opportunities: The agency proactively identifies new channels and untapped audiences that can drive growth for the client. Algorithm uses the RACE (Reach, Act, Convert, Engage) framework, which allows us to funnel audience interactions strategically—guiding your potential customers from awareness to long-term loyalty.

Why Extreme Partnership Drives Business Growth

When clients experience Extreme Partnership, client (and staff) retention improves, referrals increase, and upsell opportunities happen naturally. In a crowded digital landscape, the agencies that stand out aren’t just great at execution—they make themselves indispensable.

Final Thought
As Will Guidara’s book explains, it takes unforgettable experiences (not just the food on your plate) by obsessing over the details and how you make people feel, that makes it all count. Agencies that embrace Extreme Partnership will build deeper relationships, differentiate themselves, and drive sustainable, long-term growth—for both their clients and themselves.

Are you ready to move beyond service and into true partnership? The future of your digital marketing depends on it. Contact Algorithm today!

Sarah Lake – Client Impact Director