Case Study
Solving forecasting challenges for predictable growth
Before, we were constantly reacting to
problems we couldn’t see coming.
Now, we’re proactive and in control.”
Mark Buller
Commercial & Growth Director
Forecast accuracy grew to 93%
Year-on-Year revenue grew by 20% without increasing headcount
The Challenge: Forecasting on guesswork
For Ultima, one of the biggest challenges wasn’t just hitting targets — it was knowing whether they would hit them at all.
Mark Buller, Commercial & Growth Director at Ultima Media, explains: “For events, we had some sense of where we’d end up. But for digital and print, we were flying blind. It was almost impossible to know where we’d finish, and that made forecasting a nightmare.”
Without accurate forecasts, leadership couldn’t plan effectively. Budgets were built on guesswork, resources were shifted around at the last minute, and strategic growth initiatives were delayed because there was no reliable view of future revenue.
“I was going into board meetings and conversations with our German owners without a clear view of what was coming down the pipeline,” says Mark. “It was reactive and stressful. It undermined confidence in the team and the business.”
Each seller had their own way of working, which meant wildly different results. There was no shared process to track deals, no consistent language, and no way to replicate success or address weaknesses. This made the numbers unpredictable and difficult to trust.
The Solution: Embedding consistency to unlock performance
Ultima partnered with Flume to embed a buyer-centric methodology directly into their workflow.
This new approach gave every seller a common language and a clear, structured way of working. It aligned the team around a single standard for how deals were managed, from first conversation to closing, creating complete visibility for leaders and consistency across every customer interaction.
“The training was completely different to anything we’d done before,” says Mark. “It wasn’t just theory. The team applied what they learned to real deals, then came back to review what worked and what didn’t. That cycle of action and reflection made the changes stick.”
Over time, the new methodology became part of Ultima’s culture, allowing them to scale high-performance behaviours across the whole team.
The Result: Forecast accuracy and 20% growth
The transformation was striking. Forecast accuracy leapt to 93%, giving leadership a level of clarity and control they had never experienced before.
“Now, when I go into meetings with our board or our German owners, I have a level of confidence we never had before,” says Mark. “It’s no longer guesswork. We can plan, invest, and make decisions based on reliable data.”
This stability didn’t just improve forecasting — it drove performance. Year-on-year revenue grew by 20% without adding any extra sellers, proving that alignment and process can deliver more impact than simply increasing headcount.
Mark reflects on the difference: “Before, we were constantly reacting to problems we couldn’t see coming. Now, we’re proactive and in control. The team has one way of working, and I finally have the visibility I need to steer the business with confidence. It’s changed how the board sees us and how we see ourselves.”
In addition to this improvement in predictability and growth, average order value rose by 50%, as sellers became more skilled at building larger, multi-product deals — creating even greater value from every customer relationship.
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.
Download Case Study PDF
Client Testimonials
Sales Velocity
The crucial equation powering today’s best sales teams
The Sales Velocity equation is enabling today’s most successful sales leaders to generate more money, more quickly. In this How-to Guide, we explore what sales velocity is, what it will help you achieve, and how to drive it.