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Did Greg Malpass found Traction on Demand?
Yes. In a Globe and Mail interview published April 23, 2017, he said he founded Traction on Demand in 2007 after setting up a software system to track online sales leads, worked on Salesforce alone for four years, and brought on his first temporary contractor in January 2010 for a large CanPages contract. The article describes him as founder and chief executive.
How big did Traction on Demand get under him?
In a Kootenay Business interview published November 24, 2021, he said the company had over 1,200 employees worldwide and expected to create about 1,000 jobs over the following 12 months. The same piece says the company had spun off three software companies from its services business.
What happened when Salesforce bought the company?
He discussed the sale on the BIV Today podcast published March 11, 2022. A TechExit article published July 2, 2025, which calls him founder and former CEO, says he reclaimed the product IP during the acquisition, that the Traction Guest spinout was later sold, and that the spinouts created a second wave of ventures under Uncommon Purpose.
What is he doing now?
On the Pender Ventures podcast published May 11, 2023, he talked about his next venture, Uncommon Purpose, the group holding the Traction spinouts. His current title there was not confirmed on a live company page as of September 24, 2026.