Case Study

Ultima Media

How Flume helped Ultima turn average performers into high performers

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”

Mark Buller

Commercial & Growth Director

Ultima Media went from one
high-performer to three-quarters of
the team being high performers

20% year-on-year
revenue growth with
the same team size0%

The Challenge: Over-reliance on one top performer

Ultima’s revenue relied almost entirely on a single, exceptional seller. “If I lost that one person, the business would be in proper difficulties overnight,” recalls Mark Buller, Commercial & Growth Director at Ultima Media.

The rest of the team delivered mixed results, with some meeting their targets and others falling well short. This created a steep performance curve, leaving Ultima exposed and unable to plan confidently. Forecasting was unpredictable, and leadership struggled to understand how to replicate top-tier performance across the wider team.

As Mark explains, “If our top performer had a bad month, it threw everything off. We needed everyone performing at a consistently high level, not just one or two individuals.”

The Solution: Embedding buyer-centric, scalable selling

Ultima partnered with Flume to embed a buyer-centric, consistent sales approach across the entire team. This was not about one-off training but about sustainable behavioural change.

“With other training, people leave and forget 90% of it,” says Mark. “With Flume, the team had to go away, apply what they learned to live deals, and then come back to review and refine. That cycle of learning and doing meant the changes really stuck.”

Flume equipped sellers with practical toolkits, templates, and a shared sales language. Managers were trained to coach consistently, ensuring everyone was aligned on what ‘great’ looked like and how to achieve it.

The Result: Predictable growth, proven impact

The transformation was dramatic. “Before, we had one person way ahead of everyone else,” says Mark. “Now, three-quarters through the year, all but one are already 105% of where they need to be. We’ve gone from relying on one star to a whole team consistently ahead of plan.”

Forecast accuracy also soared to 93%, giving leadership new levels of visibility and control.

Most importantly, this was achieved without increasing headcount, proving growth came from capability, not just resource. Ultima achieved 20% year-on-year revenue growth with the same team size, building a stronger, more sustainable business.

In addition, average order value rose by 50%, from £30,000 to over £45,000, as sellers became more skilled at building larger, multi-product deals — delivering greater value for customers and driving even more commercial impact.

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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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