Case Study

Ultima Media

Capturing revenue previously left on the table

The big change was moving away from just selling what we had, to really listening and understanding what the customer needed.”

Mark Buller

Commercial & Growth Director

£500k in additional revenue

50% increase in average order value

The Challenge: Leaving money on the table

Ultima’s sales approach had always been event-first and product-first. While this worked for transactional, short-term sales, it left significant customer marketing budgets untouched and limited the depth of client relationships.

“When I joined customer calls, it was obvious they wanted more,” says Mark Buller, Commercial & Growth Director at Ultima Media. “They were looking for one- to three-year programmes that went beyond events. We were leaving money on the table by not having those conversations.”

As a result, the average deal size remained small, and Ultima missed out on longer-term, strategic partnerships that could drive greater value for both the business and its customers.

The Solution: From product push to problem-solving

Ultima partnered with Flume to pivot from a product-first to a problem-first approach.

Sellers were trained to uncover the full scope of customer needs and design integrated, multi-product campaigns that combined events, digital, and print into comprehensive solutions.

“The big change was moving away from just selling what we had, to really listening and understanding what the customer needed,” explains Mark.

This wasn’t a one-off training day. Flume embedded the changes through a structured cycle of practice, application, and review.

“The team would try new approaches on real deals and then come back to discuss what worked,” says Mark. “That hands-on learning drove fast, lasting results.”

The Result: £500k in additional revenue, 50% bigger deals

The commercial impact was immediate and measurable:

Average order value increased by 50%, rising from £30,000 to over £45,000 as sellers shifted from single-event transactions to larger, integrated campaigns
Over 12 months, 12–15 deals directly attributed to Flume’s programme generated £500,000 in additional revenue — a remarkable return on an initial £15,000 investment
The new approach also helped Ultima secure its largest deal in company history: a $1.6m, three-year agreement.

Mark reflects, “We wouldn’t have won that deal without the shift in mindset Flume created. It completely changed how we sell – and the numbers prove it.”

These improvements extended beyond individual deals:

Year-on-year revenue grew by 20% with the same team size, proving smarter selling drove sustainable growth without adding headcount
Forecast accuracy climbed to 93%, giving leadership visibility and control that had never been possible before
Performance across the team levelled up dramatically.

“Three-quarters through the year, all but one of the team are already 105% of where they need to be,” says Mark.

Together, these outcomes demonstrate a fundamental shift in how Ultima sells — capturing more value from every customer, driving larger deals, and creating a foundation for predictable, scalable 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"

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