About Traction Complete

Company

What Traction Complete Does

Spun out of Traction on Demand (world's largest Salesforce-exclusive consultancy, acquired by Salesforce in 2022). Builds Salesforce-native tools for RevOps teams — lead routing, account hierarchies, data dedup, and stakeholder mapping.

3,500+

RevOps leaders using product

1.7M hrs

Salesforce consulting expertise behind product

Product Suite

Product	What It Does
Complete Leads	Lead matching & routing (speed-to-lead). Most flexible matching/routing for Salesforce.
Complete Hierarchies	Automated account hierarchy building. First of its kind for Salesforce.
Complete Clean	Deduplication at scale.
Complete Influence	Stakeholder mapping, org structure visualization.
Complete Discover	NEW — AI data enrichment via Google Sheets before deploying to Salesforce.
Drag-and-drop builder	AI-enhanced record routing/assignment automation.

Notable Customers

Zoom, Cisco, DocuSign, T-Mobile, Asana, YMCA, LA Dodgers, Windstream Enterprise, Copado

Competitors

LeanData (established leader in lead routing, ~15K LinkedIn followers), Fullcast, Openprise, Validity

Leadership

Key People

Name	Role	Notes
David Nelson	CEO	Former Dir of Product Management at Traction on Demand. Product background = product org has real voice.
Bryan Licas	CPO (Hiring Manager)	Your direct manager. Leads product org.
Ernesto Valdes	CTO	Salesforce, ML, development expertise. Former VP Engineering at TC.
Jayme Smithers	CRO	Global sales leader, experience scaling startups and enterprise.
Scott Wilton	Dir Product Design	Part of the product leadership team.
Karen Atara	Hiring Lead	Conducted HR screen.
Arash Narchi	Dir Sales	Potential interviewer.
Ricardo Visbal	Dir Engineering	Potential interviewer.
Cynthia C. & Garren Lau	Product Managers	Current PMs — you'd be backfilling the 3rd.

Culture

Culture & Employee Reviews

4.6/5

Glassdoor (95% recommend)

84.73

RepVue score (top 20%)

29th

Forbes Best Canadian Startup 2024

What People Like

"Lifelong friends" — people are the standout, intelligent and hardworking coworkers
Leadership is "intellectual and scrappy, leads by example"
Low corporate politics, management easy to work with
Growth opportunities — room to move up or try different roles
Remote work setup

Watch For

Pay is low — multiple reviewers flag this as the main con. Stock options after 1 year used to offset.
Commission structure "isn't the greatest" (sales side)
One reviewer questions in-office requirement when all meetings are remote
Parental leave — unconfirmed for TC. Parent company ToD had conflicting reviews. Must verify.

Recognition

Great Place to Work Canada — 90% of employees say great place to work
Best Workplaces in British Columbia 2025
Values: empathy, integrity, continuous learning, work-life balance

Risk Assessment

What to Watch

Factor	Assessment
Funding runway	$5M Series A was Jan 2023. No follow-on in 3+ years. Either profitable (good) or running lean (concerning).
Headcount discrepancy	86 claimed vs. 59 on LinkedIn. Could be contractor counting, profile lag, or quiet attrition.
Salesforce platform risk	Salesforce acquired ToD in 2022 and knows this team. Could build native GTM features — existential threat.
Narrow market	"Salesforce-native GTM automation" is real but niche. LeanData is established.
Comp philosophy	Reviews say pay is low. Equity/options and remote flexibility used to offset.

What's Good

Salesforce ecosystem lock-in = real moat. Customers aren't leaving Salesforce.
Product-led CEO is rare and meaningful for PM quality of life.
Customer list validates product-market fit (Zoom, Cisco, DocuSign, T-Mobile).
"Better than incumbents" per employee reviews.
Fully remote, BC-based team, optional Wednesday coworking in downtown Vancouver.

Setup

Role Logistics

Detail	Info
Location	Fully remote, optional Wednesday coworking downtown Vancouver. All BC-based team.
Team	CPO Bryan Licas, Dir Product Design Scott Wilton, 2 PMs (Cynthia C. + Garren Lau). Backfilling 3rd PM.
Investors	Pender Ventures (Vancouver) + Thomvest Ventures (SF) + CIBC Innovation Banking (debt)