Trade businesses do not usually get invited to share the stage with global technology companies. But as it turns out, when you fix enough showers, people start to notice. On the 17th of June 2026, The Grout Guy joined Salesforce on stage.
Anthony Messina, Chief Technology Officer of The Grout Guy, presented at the Salesforce Agentforce World Tour in Melbourne, alongside Rebecca Curtin, Asia-Pacific Director of Product Marketing for Service Cloud at Salesforce. The event brought together business leaders and technology practitioners to explore how artificial intelligence and automation are reshaping the way companies operate and serve customers.
What Agentforce World Tour is
The Salesforce Agentforce World Tour is a global event series showcasing how businesses are applying Salesforce technology and AI to solve real operational problems. The Melbourne edition brought together organisations across industries to share how digital transformation is working in practice, not just theory.
Being invited to present is a not a standard conference appearance. Salesforce selects businesses whose use of their technology is genuinely worth highlighting to an audience of peers – and apparently, a grout company from Perth qualifies.
What Anthony Presented
Anthony presented on how The Grout Guy is using AI and Salesforce technology to improve two things: how quickly the business responds to customers and how well the team is supported to do their jobs.
For a business operating across eight cities with more than 100 staff, the operational challenge is not small. Getting a lead from a homeowner in Brisbane to the right consultant, at the right time, with the right information, requires systems that work without constant manual oversight. The presentation covered how The Grout Guy has built those systems, as well as what the results have looked like in practice.
Why This Matters For A Trade Business
The home services industry is not typically associated with digital transformation. Most trade organisations still run on phone calls, spreadsheets and word of mouth.
The Grout Guy has taken a different approach. This doesn’t mean that the team is regrouting showers with robots. But the investment in Salesforce and AI is a direct investment in enhancing the customer experience. Faster response times, better job coordination and cleaner communication all come back to the same thing: a homeowner who books with confidence and gets the service they were promised.
Being recognised by Salesforce as a business worth putting on stage alongside their own leadership and executive team reflects how seriously that investment has been taken.
Fixing Showers, Backed By Smarter Systems
The Grout Guy still does what it has always done: repair leaking showers, regrout tiles and back the work with a 10-year warranty. The technology just means we show up faster, communicate better and make the whole thing a lot less stressful for everyone involved.
If your shower or tiled areas need attention, get in touch with our specialist team for a tailored quote.
