When your revenue depends on one high-performing salesperson the forecast then rests on a single point of failure. If they leave, or even just have a bad month, the whole business feels it. It’s why scalable sales team performance matters and it was this exact pressure that Ultima Media faced.
Mark Buller, Commercial & Growth Director at Ultima Media, summed it up: “If I lost that one person, the business would be in proper difficulties overnight.”
The rest of the team delivered mixed results. Some hit target, others fell well short. Forecasting was unpredictable, planning was guesswork, and leadership had no way to replicate what their top seller was doing so well.
The challenge wasn’t growth. It was consistency.
What changed: Building scalable sales team performance
Ultima Media partnered with Flume to embed a consistent, buyer-centric approach across the team. This wasn’t about motivational speeches or a one-off training day. It was about sustainable behaviour change.
The difference? Every seller had to take what they learned, apply it to live deals, and come back to review and refine. Managers were trained to coach against the same framework, so everyone was aligned on what “good” looked like and how to achieve it.
Mark explained: “With other training, people leave and forget 90% of it. With Flume, the changes really stuck.”
The results: Consistent high performers
The transformation was dramatic.
- Instead of one star, the whole sales team is now performing at a consistently high level with all but one seller already at 105% of target.
- Forecast accuracy soared to 93%, giving leadership confidence and visibility they never had before.
- Average order value increased by 50%, from £30,000 to £45,000, as sellers built bigger, multi-product deals.
- Year-on-year revenue grew by 20% — without adding headcount.
Mark reflected: “Before, we had one person way ahead of everyone else. Now, the whole team is consistently ahead of plan. We’ve gone from relying on one star to building a sustainable business.”
What this means for sales leaders?
If you’ve ever looked at your team and thought: “If I could just bottle what my top performer is doing, we’d smash our targets” — you’re not alone.
The truth is high performance isn’t about talent you can’t replicate. It’s about consistent behaviours, coached and reinforced, until they become embedded.
Ultima Media proved that growth doesn’t come from adding more headcount. It comes from scaling capability across the whole team. That’s how you move from one star performer to a team of high-performers — and build predictable growth you can trust.
From one star perfomer to scalable success
If you’re a sales leader who’s too dependent on one or two star performers, or you want the confidence of accurate forecasts, talk to us.
At Flume, we help companies turn average sellers into a consistent high-performing sales team— building scalable capability, not just short-term wins.
Read our case studies to find out how Flume has partnered with companies to deliver, fast predictable revenue growth.
Book a strategy call to find out how we can help your team
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