Case Study: UBM achieves higher Salesforce adoption and sales performance with CloudApps SuMo

UBM Unlocks Winning Sales behaviours with SuMo

UBM, a global B2B events organiser, partnered with Cloudapps to tackle slow Salesforce adoption and inconsistent sales behaviours across its UK B2B sales team (120 users). Using Cloudapps’ SuMo platform (SuMo Insight and SuMo Motivate), UBM needed to silently track how reps used CRM, define what “good” looked like, and then motivate reps to adopt the high-value behaviours that drive sales success.

Cloudapps deployed SuMo Insight to track 42 sales behaviours across 10 areas and build a performance baseline, then switched on SuMo Motivate to run a themed “5‑a‑day” competition using 14 high-value behaviours and SuMo Inspire TV for live recognition. Within weeks UBM saw a clear correlation between behaviour attainment and revenue: reps who exceeded 100% of the 5‑a‑day consistently beat revenue targets, underperformers missed both behaviours and targets, and no rep hit targets without following the right behaviours. The programme enabled targeted coaching, flexible activity tuning and measurable improvements in opportunity creation, sales cadence, share of wallet and sales process adoption, and UBM is now moving to SuMo Predict to flag at‑risk deals.

UBM