We Build Your New Business Machine

Supercharge your business for sustainable growth

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Ask yourself the following questions...


What's special about you? And who should care?


Why aren't you getting or converting the right leads?


Do you have the right BD skills, time and motivation?

Gray Matters Intro image

We point out
the elephant in the room

We can’t stand businesses who claim they can “guarantee you 37 leads next week” without knowing anything about you. You’ve all received those careless sales messages! We fix the real root of sales problems. 

We don’t believe in makeshift sticky-plasters or turning a blind eye.  We exist because we know exactly what it takes to establish successful and sustainable new business practices within your business. That starts with smart consultancy to create a winning positioning and strategy; and then it’s about tenacity, consistency, creativity – underpinned by a rigorous sales process – to pull it off.

That’s how you build long-lasting business growth.

Ditch your hopes of a magic wand.

We focus on...

Culture & Mindset

Many business owners tell us “we’ve tried this, and that, nothing works”. But the reality is, many new business campaigns fail because of the wrong mindset and approach to sales. Sales may not be your background or you could be thinking too short-term, but we’ll help you focus, execute and measure the right stuff.

Positioning & Strategy

If you lack a differentiated positioning, in an increasingly competitive market, it’s like asking your prospects to find a needle in a haystack. We’ll identify what truly makes you special, bring this to your prospects’ attention and ensure your product or service meets a clear and urgent business need.

Go-to-Market Plans

We put in place a robust sales & marketing plan that is designed to deliver smoothly and effectively, whilst reacting to market trends and opportunities. This will help you to become consistent, proactive and sustainable in your growth journey.

Revenue Operations

With us you get senior consultancy alongside a team of outbound and inbound specialists. We will bolster or supplement you with everything from content, to lead generation, to events, to pitch conversion advice.  We’ll also overhaul your entire MarTech stack making you more efficient and effective.


Our services

Sales and Martech tools we use

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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 and distinct positioning
  • Lack of inbound leads and too reliant on referrals
  • No consistency of quality leads in pipeline
  • Poor conversion rates (on meetings, proposals, pitches etc.)
  • Marketing efforts ineffective or haphazard
  • Weak culture, internal processes or use of technology
  • Require a new business strategy
  • 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

What our clients think

img - Saskia Johnson, Marketing Manager EMEA - We Are Amnet

“I enjoyed working with Gray Matters, they were professional and worked tirelessly to get us a diverse mix of speakers and attendees to our event. We used their end-to-end service in event ideation, planning, promotional assets, speakers and sign-ups. They got us 120 leads from senior leaders at brands such as Google, Twitter, HBO Max, John Lewis, Shopify, Morgan Stanley, GSK and more. It was an excellent event, and I would recommend them.”

Saskia Johnson, Marketing Manager EMEA - We Are Amnet
img - Paul Mellor - Managing Director, Mellor&Smith

Sales... it's a dirty word that creatives, like me, get all snooty about. As a 40-something grizzled (and not so chiselled) veteran in the agency game, I've seen a bazillion sales people. None are as strong as Adam and the team at Gray Matters. I value Adam's insight and know-how, but most of all I trust his instincts.

Paul Mellor - Managing Director, Mellor&Smith
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. 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. 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 - 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