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Traction on Demand Announces Hiring of New President, Michael Epner

Former Senior Vice President of Appirio bolsters Traction on Demand’s Leadership team as they prepare for the next phase of growth in Salesforce professional services. 

Traction on Demand is proud to announce the hiring of Michael Epner to the new role of President. Epner will work alongside Founder and CEO Greg Malpass, reinforcing the company’s operational capacity as they push the company to grow and further disrupt the professional services industry.

With a long history in the Salesforce ecosystem, Epner has served as the Vice President of Worldwide Services at Borland Software and most recently as the Senior Vice President and Chief of Staff at Appirio, a global Salesforce consulting firm. Epner was a key figure in the company, helping it rise from $3 million to $250+ million in revenue at the time of its sale to Wipro in 2016.

Epner had little interest in returning as a major player in the Salesforce ecosystem until he learned of the opportunity at Traction. “When I was first introduced to Traction and learned of the values-based approach to business, I thought it was too good to be true. Now that I’ve learned more about Traction and witnessed the attention they pay to the team, customers and community, while being one of the best partners in the industry, I know it to be true,” says Epner of his new employer. “A culture of squads that have really strong and capable leaders. A sales team that is unmatched in the industry. And an ability to create a services model that is impossible to compete with. That excites me more than anything.”

“Business is no longer about defense. It’s about speed and adaptation. It’s about moving forward, growing, changing and disrupting,” says Malpass. “The first time I met Mike I knew we would be perfect complements to each other. He brings incredible experience to the table without the ego. He is open, curious and people-first. Together we are a powerhouse.”

Epner hopes to bolster the effectiveness of his new partner. “I think Greg is an incredible visionary. He’s got a lot of creativity, a lot of charisma,” says Epner. “I hope to complement that. I view my job as giving him the capacity to do more things and providing more value to the company overall.”

Epner’s hiring is indicative of Traction’s commitment to providing the highest level of service and leadership for their customers. “I wanted somebody that had run and played a predominant role at various levels in organizations; that had seen it from the bottom up and had driven operational leadership,” says Malpass. More than just industry knowledge, Malpass asserts he was also looking for a personality that could amplify his own skillset. “Not one plus one equals two, but one plus one equals infinity.”

Epner and Malpass will both be attending Salesforce’s annual technology conference, Dreamforce, this week in San Francisco.

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