By Tony Armour on 11/05/17 | Category - General

Magnifact and Market Sentiment Analysis

Free product overview download for new sentiment analysis solution. Mood Analyzer from Magnifact is now available in the UK. Click HERE to access it or contact me directly to discuss your needs.
By Tony Armour on 26/04/17 | Category - General
Defy Convention & Take a Disruptive Approach to EDM (Free White Paper)

With Mifid II and so many other regulatory initiatives to comply with, Financial Services organisations are faced with thousands of pages of new guidance every month; it was recently calculated that a new instruction must be interpreted and implemented every 12 minutes. Good Enterprise Data Management (EDM) was never so needed and never so challenged, as it is now. Budgets and delivery demands were never so under pressure as they are now.

These pressures have exposed many shortcomings in conventional approaches to data management within Financial Services operations and a whole new approach is emerging that is challenging the accepted methods and tools we depended on up to now. There is a better way and a cheaper way to deliver the results FS companies need in this new world.

I am proud to say I have been asked to join Misato Systems in bringing these new ideas to market and help the Financial Services industry respond to one of its most expensive and complex operating challenges. Some will read their ideas and see them as heresy, some might even say "blasphemous" compared to entrenched convention; but many are beginning to see them as "disruptive" and enlightened.

 Make up your own minds by reading this brief White Paper /uploads/assets/Misato_Breaking the EDM mould.pdf then get in touch with me to let me know what you think!

Tony Armour

Managing Director, Maclin Armour Solutions.
By Tony Armour on 17/03/16 | Category - General


Every company has business performance challenges. It's never easy delivering success whatever your industry or target market. Good business leaders are successful because they are "never satisfied"; either because goals are not being met or because they are and they wonder if this means there is even more that can be achieved?

There are times when you need external help to analyse the challenge and help you set course for success or to actually go-to-market and win sales. How do you find and engage with the right people and companies to help you and do so effectively? What should you expect and how do you know if you're talking to the right people?

E-mail me at and ask for a free copy of our latest White Paper "Outsourcing Sales for Better Business Performance" for some useful observations, insights and war-stories or visit our website for more information.

By Tony Armour on 03/11/15 | Category - General


I am pleased to announce that MAS has been asked to represent Magnifact in the UK and Europe. Magnifact brings a new approach to the challenge of data analytics, delivering business results quickly, pragmatically and cost effectively. CEO of Magnifact, Krish Krishnan said, "Magnifact is all about business results. The world of data analytics can be complex and expensive but the Magnifact model delivers great results at great value through an intelligent mix of on-shore and off-shore specialists and a powerful analytics engine. I have known Tony Armour for many years and pleased that he has agreed to represent Magnifact in the UK"

Please take a look at the Magnifact website at and download the information flyer. Alternatively, contact me through the Maclin Armour Solutions Contact Me button for a copy of a client Case Study or to discuss your data analytics needs.

By Tony Armour on 03/06/15 | Category - General

".....we just need to get our sales team performing better...." is how many conversations begin with CEO's of under-performing organisations.'s not always that straightforward. Yes, often the root causes of an under-performing sales team are close to home; low levels of basic sales skills, low levels of sales support, culture/attitude or often just a poor product. Often though, there are less obvious features of the way an organisation is doing business that are impeding performance and these are often issues of subtle misalignment within the organisation.








Astrologers will tell you that the alignment of planetary bodies  at the time of birth dictates their personality traits. Astronomers will tell you, yeah, maybe but the truth is it is the biggest and the closest bodies that have any significant impact. So for tidal movements on Earth it's just the Sun and the Moon that create weak or strong tides.

The trick in business, having accepted there may be some subtleties of organisational alignment stopping you growing, is to figure out the biggest and the closest elements that are causing the problems.

 Example 1: A software firm had grown rapidly then saw their business start to decline. The product was good but sales were becoming more infrequent and there was a high turnover of sales staff. The old sales model was focused on the client's IT leaders  and was built around successfully responding to RFP's. Long story short; they needed to stop selling a tool-kit and start engaging in a consultative way with the business and use their product as the enabler of business change. That however required shifts in organisational alignment so the previously autonomous functions of Marketing and Product Solutions were integrated with the Sales team to ensure the go-to-market messages were in-line with what Sales staff were saying to clients and that the Solutions team was focused on building use cases that would win deals. They successfully changed and started growing again.

Example 2: A services firm grew rapidly in a market with high demand and few competitors. They were great at order-taking and operational delivery and built a tremendous brand name. Low barriers to entry saw competitors come in and take market share at lower fees. Yes, the sales force needed training, coaching and mentoring to compete more effectively on value but most of all, re-alignment was needed between Strategy and Execution. The CEO was a visionary who had grown his company from nothing to a $50m turnover business and was frustrated that business was now declining. Translating his ideas into detailed plans that the sales force could use and into marketing artefacts that could generate client interest was the challenge. Connecting lead generation activities to their web-presence and with social media activities, PR and event presence also needed to be addressed in order to leverage the strong brand and the investment made in website development, PR and Marketing. Aligning their market focus with their capabilities enabled them to create a new and strongly differentiated statement of their value proposition and initiate a range of new sales campaigns to drive re-growth.

Example 3: A consulting firm had grown rapidly from half a dozen FTE to 70 but then growth stalled and they stayed that way for three years. They had a great delivery track record and good sales people. The CEO was unable to empower his people and insisted on being personally involved in every deal and had sole approval for all client presentations and correspondence. He had become the bottleneck in the organisation and was the sole reason for under-performance as sales staff became frustrated and clients impatient with slow response. They refused to change and were acquired.

 When you start to analyse the causes of under-performance, there are a thousand places to look. With the right skills and experience, instinct often points you in more or less the right direction. But optimising the Sales function and achieving the highest possible levels of business performance and sustaining those levels, often requires changes beyond the Sales function itself. The value of corporate IP, of a founders brilliant idea or a CEO's vision, can be wasted if Strategy cannot be effectively linked to Execution!


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