The people
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Working at Traction on Demand
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On the TechVancouver stage
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About
Greg Malpass started Traction on Demand in 2007 as a dedicated Salesforce consulting and application development firm, and grew it into one of the largest independent Salesforce practices in North America, with over 1,200 staff and offices in Australia, New Zealand, India and the United States. Guidepost Growth Equity and Salesforce Ventures took minority stakes in 2019, and Malpass has said that capital let him launch five software companies out of the consultancy. Salesforce acquired the consulting business in early 2022; the product spinouts, Traction Complete among them, were not part of the deal and continued separately. Manu Varma took the TechVancouver stage in March 2017 with the company at 330 people, telling interview stories against the grain of the usual generational complaints — the candidate who turned up twenty minutes late without apologising was fifty, not twenty-five.
Backers
Bootstrapped until 2019, when Guidepost Growth Equity and Salesforce Ventures each took a minority stake. Salesforce acquired the consulting business in 2022.
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Quick answers
What was Traction on Demand?
A British Columbia consultancy that implemented and built applications on Salesforce for other companies, and spun several of its own software products out into separate businesses.
What happened to Traction on Demand?
Salesforce acquired its consulting business in early 2022. The spinout software companies, including Traction Complete, were excluded from the deal and remain independent.
How big did it get?
More than 1,200 people at acquisition, with operations in Australia, New Zealand, India and the United States. It was at 330 people when it spoke at TechVancouver in 2017.