SWAM & Co is a consultancy and training company that helps professional services be better at business development.

Clients tell us that we help them to win more work and increase revenue.

We appreciate that fee earners are not professional sales people and that, for them, building relationships is fundamental to their business success.

The way we work and the solutions we offer are tailored to reflect this.


SWAM & Co was founded 21 years ago by Managing Director and Lead consultant, Anne Marcotty.

SWAM has been offering strategic business development consultancy and training to the largest global law firms, accountancy firms and surveyors firms.

Most of the projects we have been engaged in have delivered top line performance improvement of up to 50% revenue increase, both for individuals and teams

SWAM Team – A Few Profiles

Anne Marcotty

Anne Marcotty

Top line growth
& sales leadership

  • Anne leads and manages the programme and contributes to the content, and if required the facilitation. She has worked predominately with professionals who need to sell for the past twenty years and also has held senior sales leadership roles, driving transformation in fortune 500 organisations. She has an in-depth understanding of the work professionals do and the skills they have to deploy to influence the buying process.
  • Most recently, Anne has created HighNetWork because SWAM & Co’s busy professional clients need constant BD reminders, even when she is not around. Today’s technology makes this possible, and HNW has been formed from her energy and passion for business development.
  • Anne has a good knowledge of the way professional services firms work and understand their challenges around motivating their fee earners to engage in business development.
David Osrin

David Osrin

Lead generation
& sales coaching

  • David supports professionals with their prospecting and lead generation activities. He specialises in telephone marketing and appointment booking for professional services firms. David also provides coaching support to help individuals improve clients’ interactions. as well as telephone skills training and “on the job” coaching.
  • David worked with Optima Consultants, a leading coaching organisation that supports financial and professional services firms. David was ultimately responsible for business development but also involved himself in the design and delivery of major sales coaching and training projects.
Amanda Orton

Amanda Orton

Influencing skills
& personal impact

  • Twenty years ago, Amanda began working with CEOs and Heads of L&D, helping them develop interactive events, roadshows and programmes that would cascade key messages in innovative ways, find and develop leadership talent and ensure that leadership practices were explored and tested within their organisations.
  • With a background in theatre, as a performer and director, as well as a qualified Executive Coach, she brings these skills to her work in the corporate sector.
  • Amanda focuses on personal impact, leadership behaviours, mindset and storytelling for deal teams, leaders and those who need to tell their business stories in order to build credibility and trust in their business relationships.
April Tai

April Tai

Excellence Specialist
& Consultant

  • For the past 15 years, April has transformed many sales and service delivery teams in blue-chip B2B companies like A.P. Moller-Maersk and G4S across Asia Pacific, the India Sub-continent and Europe.
  • She has acquired a very broad client base and extensive knowledge of how different industries make their purchase decisions. She focuses on commercial and service operations excellence, technology-driven product development and large-scale project management.
  • April holds two bachelor’s degrees, in law and in political science respectively. Her passion in B2B commercial excellence drove her to obtain certifications on Project Management and Six Sigma Green Belt and eventually complete a master’s degree in engineering enterprise management.
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