About Varrik
Built to help complex B2B businesses improve how they win work.
Varrik is a founder-led B2B commercial advisory business. We help leadership teams optimise their strategy, sales, and operations so their organisations can win more business and scale efficiently. ​
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While off-the-shelf playbooks have their place, we never force businesses into rigid, pre-packaged frameworks. Instead, we use a structured, data-driven approach tailored to your specific commercial context.
We look under the hood of your entire operation, from buyer engagement to sales-delivery alignment. We identify exactly what is shaping performance, focus resources where they matter most, and give you the clarity and tools to grow with confidence.
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FOUNDER PERSPECTIVE
Built from experience inside complex commercial environments.
Varrik was founded by Simon Armitage, a commercial leader with more than 3 decades of experience across enterprise software, SaaS, technology services and advisory-led sales.
Simon has led and built sales teams, opened new markets, managed complex enterprise pursuits and worked across environments where buyer risk, delivery credibility and commercial discipline all matter.
That experience shaped the Varrik view: strong commercial performance is rarely the result of effort alone. It depends on how well the business aligns market focus, buyer behaviour, sales execution, delivery reality and operating rhythm.
Philosophy
Commercial performance should not be left to inherited assumptions.
Sales organisations often evolve through historical decisions, individual habits and inherited structures. Over time, those systems can drift away from how clients buy, how the business delivers, and what growth now requires.
Varrik helps leadership teams diagnose those constraints and strengthen the systems, structures and behaviours that shape commercial performance.
Experience
Sector
Enterprise software
Navigating the complexities of high-contract-value licensing, SaaS transitions, and the multi-layered stakeholder landscapes of global software organizations.
Context
B2B services
Optimising the commercial lifecycle for consulting and professional services firms where delivery integrity and margin protection are paramount.
Environment
Regulated buyers
Understanding the nuances of government procurement and regulated buyer environments without compromising commercial agility or speed of execution.
Leadership
Sales leadership
Developing the executive capability to lead complex commercial operations with confidence, data integrity, and strategic foresight.
Discipline
Commercial discipline
Establishing the structures, discipline, and governance that turn strategy into a repeatable and high-performing commercial cadence.
Alignment
Sales–delivery alignment
Bridging the gap between front-end commercial promises and operational execution to protect margin and ensure long-term customer value.