Gray Matters (Adam Graham)

Business Development Consultancy for Founder-Led Creative & B2B Firms

Agency Overview
Gray Matters is a London-based business development consultancy founded by Adam Graham. The firm helps founder-led agencies and B2B companies build scalable growth engines through smarter positioning, strategy, and new business systems.

With a focus on purpose-driven sales, Gray Matters helps leaders rediscover what makes their business valuable, design repeatable growth frameworks, and empower teams to win more of the right clients—without resorting to outdated sales tactics.

The agency also runs BD Matters, a community and marketplace connecting the world’s best business development professionals with agencies seeking on-demand expertise.

Core Services

• Business development strategy and positioning
• Go-to-market and growth planning
• Pipeline and lead generation system design
• Brand messaging and differentiation consulting
• Team training, mentoring, and fractional BD leadership

Highlights

• Trusted growth partner for creative, digital, and B2B agencies across the UK and Europe
• Creator of BD Matters, the leading community for business development professionals
• Expert Advisor to the Design Business Association (DBA)
• Business Development Community Lead at BIMA (British Interactive Media Association)
• Recognized for reshaping how agencies approach new business—human, strategic, and scalable

Founder Insight
Adam Graham is an experienced growth strategist and thought leader with over 14 years of experience in new business and brand development. As the Founder and Managing Director of Gray Matters, he champions a modern, human-centered approach to business growth—helping agencies replace cold selling with clarity, confidence, and connection.

‍