Case Study

GSMA

How Flume helped GSMA tackle the slow
decision-making causing customer ‘ghosting’

This wasn’t a traditional training session. It created real change and everyone bought into it. Flume’s approach to sales development is totally different… it’s transformation, not just training”

Sarah Wiggins

VP of Sales

GSMA

Mobile Connectivity

100+ employees

700% ROI as a result of increased seller confidence, faster sales
cycles, and clearer revenue predictability

Challenge

GSMA is a global team of innovators. Its sales team are experienced and effective, and their pipeline looked strong – yet sales velocity was slowing under the pressure of today’s buyer-led market. With opportunities stalling, forecasting and revenue predictability was increasingly under pressure, as was the speed and confidence of seller decision making. The impact was a worrying uptick in ‘ghosting’ by customers and prospects, leading to delayed revenue, lost deals and team fatigue

Solution

GSMA realised the best way to improve the number of qualified leads in its pipeline was to remove the performance barriers that stood in the way of seller success. They selected Flume to design and deploy a sales transformation programme that would embed the behaviours, habits, and value-driven approaches key to driving sales velocity. Using AI-optimised benchmarking and buyer-first frameworks, Flume was able to quickly unlock urgency, overcome buyer silence, and help the team multi-thread deals more strategically. GSMA’s sales teams are now equipped with the skills and strategies to work smarter and proactively uncover and nurture opportunities. As Sarah Wiggin, VP of Sales explains: “This wasn’t a traditional training session. It created real change and everyone bought into it”.

Result

The impact has been almost unprecedented, with GSMA realising a 700% return on its investment. Decisive decision making has eliminated ‘ghosting’, with confident sellers accelerating conversations, reframing value and reducing buyer indecision. Proposal quality and stakeholder engagement have been dramatically improved, resulting in faster sales cycles, clearer forecasting, and revenue predictability. As Sarah puts it: “We’re progressing deals in days, not weeks. You understood our industry and gave our team confidence…and that made a huge difference.”

Why Was Flume Different?

Qualified opportunities are the lifeblood of any sales pipeline – when they stall so too does sales velocity and revenue growth. Flume’s approach was designed to help GSMA’s global sales teams shift from a reactive approach to a proactive, opportunity-driven strategy. It equipped sellers with the mindset, tools, and techniques to identify, pursue, and convert high-value opportunities, ensuring a stronger, more predictable sales pipeline.

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Client Testimonials

"From an employee retention standpoint, this kind of training does wonders, and you can see that in the overwhelmingly positive feedback"

“Seeing those numbers build so quickly was a real moment for me. It showed that this wasn’t just about hitting targets – it was about building a sustainable, scalable model for growth.”

"This wasn’t just ‘sales training’ – it was sales transformation. It showed our team that we’re committed to their development, and that’s hugely valuable."

"Within a month of working with Flume, our sales team had developed over £500K of additional revenue. We’ve also seen a 10% increase in average order value."

"Flume’s approaches have been fully integrated into our sales process creating a 58% increase in closed deals and an 8% increase in average order value."

"Working with Flume training has been an absolute pleasure. They truly cared about our needs and together with their team designed and delivered impactful sales training."

“What underpins the success of working with Flume is ROI. Cutting edge sales theory applied masterfully by Flume, which we can absorb and impactfully apply into the field.”

“Working with Flume has enabled us to improve dramatically our conversion rate. In some cases, we saw an increase of 17% on CR, which is incredible.”

"Flume have been a massive help to our sales team and we’ve seen demonstrable improvement in our closing rates, deal sizes and overall revenue since we started."

"The results are exceptional. We made more progress in this programme than we have with the sale process over the last two years"

"In the three months post training, our average order value has increased by 27%, giving a clear and compelling ROI. We also saved a deal worth £225k."

"The Flume approach is truly market leading - unlike many outdated sales training approaches, the resuts and outcomes live on long after the sessions delivered by their excellent trainers."

"The Flume approach has transformed the performance of our team. Our revenue is up 38% year-on-year."

"Flume developed a new sales approach for us which is on track to deliver an 85% YOY uplift in revenue. Flume are sales experts who deliver ROI"

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