The Team

Welcome from Anna Hutton-North, MBA FCIM

Welcome to Sabre Associates, as MD I am proud of the work we do to help companies maximise their marketing so they can win more work, raise their brand profile and gain competitive advantage.

“We would wholeheartedly recommend their skills in helping businesses to focus on the key issues necessary for winning future work.”
Director, Consultancy firm
Having over 25 years experience in marketing and business development, I remain enthused over how effective marketing can make such a big difference to companies. I’ve managed large cross-border and cross-sector marketing teams for companies such as Reuters and KPMG, worked in agencies and now run a successful marketing consultancy.

My passion is supporting B2B businesses, creating their marketing strategies and seeing them grow and flourish, increasing revenues and contributing to economies locally and nationally.

Our team has worked harder than ever over the past few years striving to lead and support our clients to be able to thrive despite global uncertainties and economic challenges. Winning the Global Awards CRM Consultancy of the Year 2023 and Gamechangers UK B2B marketing and Business Development Consultancy of the Year 2023 is a reflection of our commitment, passion and expertise and experience of growing small businesses and bringing them to the top of their game.

The team at Sabre Associates are all marketing and business development professionals who have worked in-house as marketing and business development directors and within boutique consultancies and agencies. All are qualified professionals who work with clients to identify, target and win client opportunities through raising the profile, improving client relationships, equipping fee earners for business development and identifying targets and opportunities to create a strong pipeline. In essence we are account-based marketing and business development experts.

“We would wholeheartedly recommend their skills in helping businesses to focus on the key issues necessary for winning future work.”
Director, Consultancy firm


Raising the brand

A marketing professional with brand expertise gained through marketing agency experience and running brand teams; working with clients on visual identity including logo and palette development, photographic representation and on developing key messages, company descriptions, ‘elevator’ statements and main differentiators.

Experience in multi-channel marketing that raises the profile of the brand, the company, individual product/service and key individuals. Examples of client campaigns include: media programmes, events, radio interviews, sponsorship, advertising, thought leadership and white papers. Brand experience covers a wide range of sectors including professional services, business services, construction, financial services and manufacturing.

Account-based marketing

A marketing and business development professional who focuses on B2B account-based marketing and business development that wins more work.
Working with clients to both introduce account-based marketing and developing and improving existing systems; looking at segmentation, industry priorities, identifying targets and developing robust action plans that will deliver results.

Providing account-based marketing and business development from FTSE 100 through to ambitious SMEs who are looking to focus their marketing and business development efforts to secure more work.

CRM systems

A marketing professional who has specialised in customer relationship management systems and member engagement systems. Working with clients throughout the CRM lifecycle. Experience of identifying the most suitable systems for an individual business, assessing CRM needs an protocols, cultural shifts (through design of supporting CRM policies and practices to ensure uptake and success of project); client side project management of CRM design, implementation and rollout. Also experienced in data assessing, cleansing and migrating.
Experience of leading CRM systems such as Salesforce and Microsoft Dynamics through to Sharepoint, Agile and Institution specific systems such as IMIS.

Equipping fee earners for business development

A professional business development director with experience in developing in-house teams of fee-earners and consultants to be able to carry out their own business development to feed the company pipeline.

Working both at team and individual level to assess and identify existing skills, develop supporting structures and practices that reduce administrative burdens from fee earners and work on the principle of ‘doing it once and re-use’.

Providing group and individual sessions that focus on identifying, actioning and converting and opportunities within their fee-earning capacity. Experience is within B2B teams across engineering, consultancy, agency and professional service industries.

Identifying and winning client opportunities

A marketing and proposal specialist who works closely with clients on individual opportunities to help secure a win.

Working with client teams on specific opportunities and proposals and also with marketing and business development teams on wider client opportunities to provide a strategy for winning. Approach includes tailored campaigns, developing proposal themes and personalised content and collateral.

Previous experience has spanned professional services, construction, FM and outsource providers.

Developing the strategy

An MBA qualified marketing and business development consultant with a background in both in-house strategy teams and within boutique consultancies.

Specialising in developing robust marketing and business development strategies working either for the Marketing or Business Development Director or directly for the Executive Board.

The strategy work includes full analysis of the market place, competitor activity and current brand perceptions, and provides a clear strategy on products/services placement within prioritised markets and the approach required to identify and convert opportunities.