How you sell, written down
The stages a deal goes through, what each one means, and who owns it. Everyone on the team works from the same page.
Revenue Architecture · Commercial Due Diligence · UK B2B
Finding Sales hard to Predict?I'll help you find out why, and fix it.
You're busy, the team's working, and the number still surprises you. I'll help you see what's really going on in your sales, and what to fix first. A free conversation is where it starts.
See the approach2 weeks
FILTER Diagnostic, evidenced & costed
£5m–£50m
Turnover range we build for
90 days
Embedded deploy, playbooks built & cadence set
ARC isn't just a revenue architecture system. It's how to win, predictably, at scale.
What I Do
I do the job of a Sales Director for businesses that can't afford to get that hire wrong.
You built the business by selling it yourself. Now every deal that matters still comes through you, and the team can't quite do it without you.
The obvious fix is a senior sales hire. It's also a big bet: recruiter fees, a salary, and six months before you know whether it's working.
I come in for three months and do that job first. I look at how you actually sell today, then put in place what I've learned over twenty years of building and running sales teams. The aim is simple: something more predictable from your team and your numbers.
When you do hire a full time sales leader, they walk into something that works.
A pipeline you can trust
Which deals are real, which to drop, and a weekly review that runs without you in the room.
A forecast and a hiring number
A forecast built from the deals that are real, and what the next salesperson should deliver before you pay them.
Book a conversation
For founder led businesses turning over roughly £5m to £50m. Based in Derby, working with all types of businesses across the UK and beyond.
The Problem
01 / 07It's not the market. You haven't got the basics right.
15–40%
of revenue sits unrecovered inside the average UK B2B commercial engine.
Based on ARC's benchmarking against SBI, RAIN Group and Forrester pipeline research across UK and US B2B sales organisations.
Missing forecasts. Missing numbers. A board that's stopped trusting the plan it's being handed. That's not bad luck and it's not the market — it's a commercial engine that never had its fundamentals built properly, and the strain shows up everywhere except where it started.
So the business reaches for expensive fixes. Another sales hire. New CRM or sales tooling. A product launch. A rebrand. Each one feels like progress. None of them touch the actual problem, because the problem was never headcount, or the brand, or the market — it was that the basics were never in place.
Every finding ARC surfaces is rated Credible, Stretched, or Fictional — how much the evidence holds up, and how confidently ARC will commit to delivering it — with a pound figure attached. Because until you can see exactly what the missing basics are costing you, you'll keep buying more of what didn't work the first time.
Potential Recoverable Revenue?
02 / 07How much recoverable revenue might be sitting in your business?
Do any of these sound familiar? Tick what applies and see what it could be worth.
P.S. Self-reported, directional, not a finding. The real number comes from evidence, as a result of the FILTER Diagnostic process.
£0 – £0
Roughly 0–0% of the revenue you entered may be sitting unrecovered — based only on what you've told us, not on evidence. That's the gap FILTER is built to close.
These four areas are illustrative, not diagnostic. Your actual recoverable revenue figure, with evidence, only comes from a FILTER Diagnostic or a Sales Maturity Assessment session.
Free · No Commitment
03 / 07Not ready to put a number on it? Start with a conversation instead.
The Sales Maturity Assessment is where every relationship with ARC starts. An hour, face to face, across six areas of how your commercial engine actually runs today.
For some businesses, that hour surfaces real, tangible data, pipeline history, forecast patterns, evidence that's already sitting there. That's the signal to move straight into Potential Recoverable Revenue.
For others, the data isn't there yet, and that's useful information too. You walk away with an honest benchmark against what strong commercial teams in your sector actually look like, and a clear view of what to fix first.
You keep the read-out either way. The hour is spent working out, together, what the right next step actually is.
Prefer to work through it yourself first? Take the self-serve version, same six areas, answer honestly, see where you stand in a few minutes.
The ARC Approach
04 / 07Free · Start here
Sales Maturity Assessment
60 minutes · no cost
Every relationship with ARC starts here. An hour together on how your commercial engine runs today. Where the evidence is tangible, that's the signal to move into Potential Recoverable Revenue. Where it isn't yet, you keep an honest benchmark instead.
- No pressure, no forms
- Scored against the same six dimensions FILTER uses
- Tells you whether a Diagnostic is the right next step, or not yet
Stage 01 · Find it
FILTER Diagnostic
2–3 weeks · fixed fee
The FILTER methodology applied across six revenue dimensions: pipeline integrity, deal velocity, qualification rigour, stage-gate leakage, expansion potential and retention risk. Built from stakeholder conversations first, data second.
- Nick, on site — not a team, not a bench
- Rated Credible, Stretched or Fictional — confidence in the number, and in delivering it
- Recoverable revenue in pounds, with evidence
Stage 02 · Quantify & design
Revenue Architecture
4–6 weeks
The commercial architecture to capture the revenue the Diagnostic revealed: ICP definition, sales motion, stage-gate design, forecast framework and compensation structure — drawn as one blueprint your board can hold you to.
- Built for where the business is going, not where it has been
- ARC draws the blueprint. You own it.
- The business builds on it.
Stage 03 · Build it
Revenue Deploy
90 days · embedded
Embedded delivery inside the business: playbooks built, team trained, cadence set. ARC works directly inside the business — Nick conducts every session personally. No leverage model, no juniors.
- Every project ends with a system the team can run without ARC
- Metrics wired to the operating rhythm
- Durability, not dependency
The FILTER Diagnostic
05 / 07Six lenses. Every question answered with data or interviews — never opinion.
Built to run on the commercial engine behind the numbers — the same framework whether the client is a CEO who suspects the leak, or an investor pricing a deal. Select a lens:
Pipeline entersRevenue lands
Forecast
ICP
Leakage
Time
Expansion
Retention
Is the pipeline forecast actually real?
Stage-by-stage interrogation of what's in the number: commit hygiene, slipped-deal history, and the gap between what the CRM says and what the salespeople believe. The forecast misses quarter after quarter for structural reasons — FILTER names them.
Interview-led. Nick personally conducts every interview — team dependency, pricing sustainability, and whether the growth plan is genuinely recoverable.
For PE & VC · Commercial Due Diligence
06 / 07CDD validates the numbers. Will the commercial engine behind them survive the deal?
Standard CDD is rigorous on the financials — market sizing, revenue concentration, model analysis. That work matters. But it can't tell you whether the commercial system behind those numbers is genuinely scalable, or has been managed for the sale.
ARC examines what financial modelling can't — as an operator, in two weeks, with a post-close plan delivered on day one. Growth Plan Verdict on every material assumption. Red-flag register across commercial risk categories. A pre-priced Rebuild SOW, so if the engine needs work you close with a plan, not a question.
| Big 4 | ARC | |
|---|---|---|
| Timeline | 4–6 weeks | 2 weeks |
| Fee | £60–120k | £25–40k |
| Method | Desk + data room | Operator-led, on site |
| Who does the work | Graduate analysts | The founder. Personally. |
| Post-close | None | 100-Day Plan + priced Rebuild SOW |
| Output | Verdict on paper | Recoverable £ value, evidenced |
Fit & Difference
07 / 07Who this is for
- UK B2B businesses, typically £10m–£150m ARR, where one or more of the following is true:
- Revenue growth is below plan and the cause is not obvious
- The forecast misses quarter after quarter
- A sales hire has not fixed the problem it was hired to fix
- The board wants a forecast the team cannot confidently give
- A new product or market is not converting as the model assumed
- A transaction — fundraise, acquisition, or exit — is on the horizon
What makes ARC different
ARC is Nick Riggott's experience, productised. The approach is deliberately hands-on and face-to-face: a series of structured stakeholder conversations first, then the numbers — worked through the framework until the recoverable revenue is on the table in pounds.
- Operator, not analyst. Nick has driven revenue from £3m to £80m+ ARR, including delivery through a declining market as a commercial operator. He has built, broken, and rebuilt commercial systems at every stage of scale, under real resource pressure.
- Face-to-face first. The numbers get crunched after the stakeholder conversations, not instead of them.
- Direct engagement. Every session run by the person whose name is on the report. Nick conducts every interview, writes every output, and works directly inside the business.
- Systems, not decks. Every project ends with a system the team can run — and clear metrics to prove it's working.
Faster than a consultancy. More specific than a coach. More durable than a fractional hire.
NR
Nick Riggott
Founder · ARC Advisory
The Founder
The framework was built on the floor, not in a lecture theatre.
His experience spans enterprise sales, go-to-market strategy, commercial transformation, revenue operations and sales leadership — across government, retail, financial services and the public sector. He has led organisations through market change, shifted businesses toward recurring revenue models, and delivered above target in some of the most competitive, regulated markets in the UK. He has also served as a Non-Executive Go-to-Market Director, advising boards on commercial strategy and forecasting from outside the operator seat.
Nick has carried a personal target, and he's owned an £80m+ P&L. Not many people running commercial diagnostics have stood on both sides of that line, and it changes what you see. As a rep, he knew every trick that gets a deal over the line by the end of the quarter. Running the P&L, he watched those same tricks from the other side — and realised most of them weren't hacks at all. They were symptoms of a system that hadn't been built properly, so people were improvising around gaps that shouldn't have existed.
That's not a knock on the sales team. Reps do what the system rewards. Build the system properly, and the same people start compounding instead of firefighting. That's the mechanism behind FILTER, and it repeats:
- Account-based experience (ABX). Aligned sales, marketing and customer success around the same target accounts, and fixed CRM hygiene first so the cadence built on top of it could be trusted. Not more leads — just meticulous enough to stop losing deals that should have been won.
- Coverage through acquisition. Resized and restructured sales coverage pre and post-deal, without losing revenue in the handover.
- Channel without cannibalising direct. Built both motions to grow in parallel, not at each other's expense.
- Portfolio rationalisation. Cut an overextended product line down to what the market and the sales resource could actually support — working across product, sales engineering and marketing to make it stick.
ARC is how that experience becomes something other people can use. Not just a revenue architecture system — a way to win, predictably, at scale.
“I crunch the numbers after the conversations, not instead of them. The system tells you where to look. The people tell you why it's leaking.”
Ready when you are
Ready to run a diagnostic on your next deal — or your own engine?
A 30-minute scope call confirms fit, scope, and timeline. Fixed fee, scoped to the deal. If we're not the right fit, we say so in the first call.
Not ready for a call?