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.
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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
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
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Michelle Tang
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.
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“I’d recommend Adam and the team at Gray Matters to other agencies seeking to drive their growth.”
The sincerity with which the GM team want to deliver results for us is tangible, and as an agency we’ve realised a big improvement in our BD and marketing capabilities whilst simultaneously realising a cost saving to the business
—Andy Griffiths, Associate Director | Client Growth
Space & Time
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“…they established a strong working relationship with the leadership team and helped us convert a major retail account.”
Gray Matters came into support us in an interim capacity during a busy time for the business, which saw them manage our new business and marketing team and a host of major pitches over a four month period. During that time, they established a strong working relationship with the leadership team and helped us convert a major retail account.
— Name, Company
The Masters
The training platform where founders master business development through expert-led programmes and proven frameworks.
Learn the skills, strategies, and systems that turn hesitant prospectors into confident business winners.
