Meet the team

The minds behind the method

We’ve all run agencies, led sales teams, or built client relationships from scratch.
Now we’re taking everything we’ve learned and giving it to you without the decade of pain.

We’ve lived the chaos, built the system and made it scalable

Between us, we’ve navigated countless pitches, mastered CRM systems, and stayed up late refining proposals, then transformed those experiences into a methodology that actually works for founder-led businesses.

Adam Graham

FOUNDER
After 15 years of building and scaling creative businesses, Adam developed a controversial opinion: sales doesn’t have to suck. He founded Gray Matters to prove it, combining his background in psychology with hard-earned business development experience to create systems that feel natural, not forced.
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Megan MacDonald

HEAD OF MARKETING OPERATIONS
The operational backbone of our client engagements, Megan translates complex sales and marketing challenges into actionable plans that actually stick. With a background in marketing and account management, she specialises in helping founders and BD teams move from reactive to proactive growth. Her superpower: making the impossible seem inevitable.
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Chris Green

SENIOR BUSINESS DEVELOPMENT MANAGER
Our resident lead gen whizz and tech whisperer, Chris turns chaotic sales processes into elegant, scalable systems. With experience spanning SaaS, product, web, media, growth, communications, and event agencies, he knows what works, what doesn’t, and how to spark new business conversations from thin air. And if your CRM feels more like a torture device than a tool, he’s the one who’ll turn it into your secret weapon.
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Wayne Edwards

ACCOUNT DIRECTOR
Wayne is a seasoned business development professional with experience at Google, Ingenuity, and Wix. He specialises in turning strategy into action, with expertise in lead generation, CRM management, and campaign delivery. At Gray Matters, Wayne helps agencies embed sustainable new business practices, nurture pipelines, and drive measurable growth.
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Camilla Williams

MARKETING MANAGER
Camilla specialises in email marketing, communications planning, and marketing technology. She has hands-on experience integrating CRM systems with tools like Zapier and automation platforms, helping teams streamline workflows and scale their outreach. With a sharp eye for detail and a focus on efficiency, Camilla ensures that campaigns not only run smoothly but deliver measurable results.
Michelle Tang

PROJECT MANAGER
Michelle supports Gray Matters as Project Manager for The Masters programme. She ensures initiatives run smoothly, helping members connect, share, and strengthen their approach to business development. As the main point of contact for The Masters, Michelle keeps everything on track and makes sure members get the most from the community.
Heather McKay

COPYWRITER
Heather is is Gray Matters’ copywriter, creating content that grabs attention and drives action. From blogs and social posts to whitepapers, lead magnets, and event materials, she crafts copy designed to engage prospects and turn interest into clear calls-to-action.

The Gray Network

Fractional firepower

Battle-tested specialists who join when you need them. We tap elite minds in marketing, sales, and tech who understand your strategy from day one. All the expertise without the expense, scaling up or down based on what your growth actually demands.

join our network

Yes, I would recommend. They work on ‘everything’ for us, from BD to strategy to event support.”

In our experience they’re different to other new biz agency’s because they don’t feel outsourced - they feel like an extension of the team so stuff happens very organically. We have experienced people on our account and the of communication lines are very open and honest with Adam and the team, so if we’re considering something we will value their feedback before we launch it and they are regularly forthcoming with proactive ideas, too.
—Chris Jones, CEO at Space & Time
“The team’s work is now core to our working practices...”

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!
— Pattrick Affleck, CEO Havas Media
"Working with Gray Matters has been transformational for our proactive new business efforts. "

They’ve helped us put in place a RevOps tech stack, including implementing a new CRM and outreach automation tools. They advise us on lead gen campaign strategies, segmentation approaches and how to craft outbound copy. Thanks to this, we’ve booked meetings with dream prospects. Some of these meetings haven’t just been conversations, they’ve converted into meaningful work. Gray Matters also work closely with our marketing team to drive engagement around events and webinars, ensuring our outreach efforts are joined up across departments. When we hired in-house, they supported onboarding and handovers, making them a truly embedded and valued part of the team.
- Will Heinenman, New Business Director & Co-owner