Business Development

We identify and fix real problems, then teach agencies to attract and win new business, for the long-term

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Looking to generate leads for your business?

We follow 3 steps
to build the foundation of your
inbound and outbound sales strategy


Create a compelling and authentic positioning


Design a new business and marketing strategy


Work with us to execute your strategy

How we do it…

Help you rediscover your brand story and USPs
Align your leadership and teams behind one mission
Build new business and marketing strategies to increase awareness and leads
Implement new systems, processes and technology to manage and track your growth
Provide hands-on support and mentoring through a team of experts
Develop clear target audience personas and prospecting strategy
Show me how

Why we do what we do


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What’s your story?

What are your new business requirements?

Enter your requirements and we’ll create a tailored proposal for what we think you need. 

01 What are you struggling with? Open question
  • Lacking a compelling brand story, sales messaging or positioning
  • Being commoditised and competing on price
  • Deciding whether to focus on a particular audience or niche
  • Brand awareness and inbound leads
  • No new business plan or strategy
  • Lack of consistent pipeline
  • Lead gen agency or current consultants ineffective
  • Poor conversion rates (on meetings, proposals, pitches etc.)
  • Too reliant on referrals or one source of lead
  • Marketing efforts ineffective
  • Need to update marketing collateral (website etc.)
  • Lack of internal new business culture or internal processes
  • New business team needs building or reshaping
  • New routes to market / product development
  • Select All
02 Who are you? Open question
  • Founder / Co-Founder
  • Managing Director / Partner
  • Marketing Director
  • New Business Director
  • New Business & Marketing Director
  • New Business, Marketing or PR Manager
  • Other...

03 How many people are in your business? Open question
04 Internal resource? Open question
    How many people at these levels do you have dedicated to new business…
  • Senior
  • Mid-level
  • Junior
  • Other...

05 Budget? Open question
    Have you earmarked a monthly or project budget to undertake new activity?
  • < £1k
  • £1k - £3k
  • £3k - £5k
  • £5- £10k
  • £10k - £20k
  • > £20k
06 Timeframe Open question
    What timeframe are you working to or thinking about engaging us as a partner for?
  • 1 month
  • 3 months
  • 6 months
  • 12 months
  • > 12 months
07 Previous Experience Open question
    What other new business resource have you tried in the past?
  • Internal Hire (Junior)
  • Internal Hire (Mid-Senior)
  • Lead generation agency
  • PR agency
  • External consultant
  • Other...

08 Additional Comments Open question

Happy agencies we’ve worked with

img - Jess Hodgson, Client Officer, TIPi Group

“We engaged Gray Matters to help us validate and develop our thinking around New Business, and to help us improve our ways of working and team alignment. New Business is at the core of our agency; as an independent we are always pushing ourselves into new verticals and client types; we couldn’t have done this without the consultancy and support of the Gray Matters team. Their interrogation of all areas of our Sales & Marketing processes helped us unearth strengths and weaknesses which we were able to tackle together; ultimately enabling us to have a very strong start to the year! The team’s work is now core to our working practices and we’d like to thank Adam and Ivan for their honest feedback and excellent support!”

Jess Hodgson, Client Officer, TIPi Group
img - Rahul Bissoonauth, Business Development Director, Oaks Consultancy

“Gray Matters are flexible, challenging and informed; everything you need in a lead generation and business development partner. Ivan and Adam took the time to get to know our business and context, undertook a thorough review of our positioning and offer, and have fully embedded themselves as an extension of our team. Their advice and guidance has helped us to really think differently about our new business approach whilst keeping us honest and ensuring we get the basics right first. We know we can trust Gray Matters to keep pushing us and keep generating leads, and I would recommend them wholeheartedly.”

Rahul Bissoonauth, Business Development Director, Oaks Consultancy
img - Rob Mathie, Founder, on the one.

“We first came to Adam in the early days of lockdown looking to get a few quick wins in lead generation. As it turned out, we got a lot more. Together we quickly realised we needed to tighten the agency proposition and - like all good coaches should - Adam gave us some tough love and helped us simplify our offering and double down on what we stood for. With some thought leadership to back it up, Adam’s team quickly empowered us to take our new proposition to the world and by the end of lockdown we had our first new business win. We’d highly recommend Gray Matters if you feel like you’re at a crossroads and need to empower yourself to approach business development head on.”

Rob Mathie, Founder, on the one.
img - Jamie Simmonds, Managing Director, The Tin

“We approached Gray Matters after a rocky time for the business. We had a vision in our head for what the business should be known for but it wasn’t until we sat down with Gray Matters, that we were able to articulate it. We were really impressed with how they ‘got us’ and this has now been brought to life through a new website. New Business has always been a struggle for us and that came down to lack of focus. Our content and targeting was all too generic but now we are honing in to make ourselves much more relevant to a certain audience. The database and Mailchimp lists were all quite out of date and so the quality of our data was letting us down. This is something Gray Matters has addressed, putting in place a much more effective nurturing programme to help us build a consistent pipeline.”

Jamie Simmonds, Managing Director, The Tin
img - Richard Cook, Director, Champion Communications

“We have tried lots of different approaches to new business but we’ve never had such a cohesive plan that ties everything together. Working with Gray Matters has helped us articulate our USP much better, so we can now help prospects and clients buy and value us on our strengths. They also added more clarity and depth around our target audience so we can develop intelligent content to attract those types of people. This has all been underpinned by a well throughout strategy, giving us clear KPIs, tactics and a process to achieve the growth we are looking for.”

Richard Cook, Director, Champion Communications
img - Vicki Young, CEO and Founder, Nalla

"We initially reached out to Adam and his team to help us out with our positioning as an agency, as well as helping us refine our new business and marketing plans for 2020. We were immediately impressed by Adam's ability to come in and constructively analyse where we were at as a business and what we could tweak in order to position us in a place we were happy with, then help sculpt our new business and marketing plans to reflect this new positioning. Overall, Adam and his team have been super easy to work with, and a fantastic asset for us going into the new year, successfully helping us clarify where we are and how to get to where we want to be."

Vicki Young, CEO and Founder, Nalla
img - Alex Price, Founder & MD, 93digital

"Working with Gray Matters has been key in our growth so far. Their outlook of the new business world is highly refreshing and their approach unique and organic. Coupled with their experience working across the agency world, Gray Matters have helped us take a step back, view things from a different perspective and develop our brand proposition effectively."

Alex Price, Founder & MD, 93digital
img - Andrew Brittain, Managing Director, Advantec

“I definitely recommend working with Gray Matters. We've been working with Adam on our new business strategy and he's full of useful, practical advice. Very down-to-earth and with a lot of big agency sales experience that's really useful for us. The value we get from both the general branding and messaging work, plus specific help on individual pitches and lead-gen is well worth the money. I highly recommend them!”

Andrew Brittain, Managing Director, Advantec
img - Josh Hine, Founder, Mattr Media

“Since working together Gray Matters has given us the tools (and the kick up the backside!) to put into action things that we had only ever just 'talked about’. Adam's regular advice, insights, and objective feedback has completely transformed how we treat every stage of the deal process. Most importantly though he's made us realise the value in ourselves as a company.”

Josh Hine, Founder, Mattr Media
img - Toby Mason, Director, Totally Group

“A year ago, we were in a position having never really conducted any new business or marketing, no clarity on who we are and a shockingly dated website. Having worked with Gray Matters over the past year, we now have a clear positioning, new website, case studies, content and an entire new business strategy to activate. They have shown us the importance of new business and what is required to make a success of it.”

Toby Mason, Director, Totally Group