Case Study

Sumdog

From unpredictable sales performance to
consistent, forecastable growth

We were operating in the most challenging version of the edtech market I’ve ever seen. What we have now is a really predictable process and forecasting
accuracy we simply didn’t have before.”

Tom Owen

Vice President

Forecast Accuracy 98%

Win Rate +50%

The Challenge: Unpredictability across the entire revenue engine

Sumdog operates in a tough edtech market. Budgets are tight, buying groups are complex, and decisions carry high risk.

Despite strong demand and a solid product, sales performance was inconsistent
across the board:

• Only 35% of the team were high performers, creating uneven execution
• Forecast accuracy sat at 40%, making planning unreliable
• Win rate was stuck at 40%, with deals frequently stalling
• Sales cycles were slow (9 weeks), with deals losing momentum
• Deal value dropped under pressure, especially as volume increased

As activity grew, these issues compounded. More pipeline didn’t lead to better outcomes. It led to more volatility.

In summary, the business needed:

• A consistent way of selling
• Control over deal progression
• Confidence in forecasting and growth

The Solution: Embedding consistency into how the team sells

Sumdog partnered with Flume to transform the sales team at a system level. Instead of training individuals, the focus was on building a repeatable, buyer-centric way of selling that worked across the whole team.

This included:
• Defining what “good” looks like in their specific market
• Embedding outcome-led discovery and risk handling into every deal
• Creating clear structure and discipline in deal progression
• Building value-led selling into conversations and proposals
• Hardwiring all of this into CRM and day-to-day execution

The goal was simple: remove variability and make high performance the default.

The Result: A predictable, scalable growth engine

The impact was not isolated to one metric. It improved the entire system:

• Forecast accuracy: 40% → 98%
• Win rate: 40% → 60%
• High performers: 35% → 80% (targeting 100%)
• Sales cycle: 9 weeks → 7 weeks
• Speed of sale: 22.2% faster
• Average order value: +10.3%

What changed most was control:

• Deals progressed with clarity and intent
• Conversion improved without needing more leads
• Performance stayed strong even as volume
increased
• Leadership could plan with confidence

Let’s talk.

Book a discovery session with our experts, to understand how we can help your team sell smarter, grow faster, and achieve fast, predictable revenue growth.

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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"

“The biggest thing for me is that we’re doing this at scale. Everything has gone up, not just one metric in isolation.”

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