CEO
When my grandparents started a family and began farming after WWII, in Dawson Creek, British Columbia, they began with the basics: a small plot of land and a loyal team of horses (yes, they were still using horses in the 1940s and 1950s!). In Dawson Creek, located where the Alaska Highway begins, the growing season is short. The frost comes early. The land is unpredictable. It was hard, unforgiving work. But with patience, vision, and effort, they coaxed wheat, barley, and canola from the soil.
They did it together, navigating the plow, the seeder, the harrow, and a growing family (eventually nine kids!). Like many working the land, they understood survival meant diversification, resilience, and always thinking one step ahead.
Their trusted team of horses eventually gave way to mechanical farm equipment. Horses were still loved and used, but they didn’t have to pull the machines. Then along came the Combine. The use of the revolutionary Combine replaced back-breaking labor. They could harvest 40 acres a day versus 1–2 acres, by combining three separate harvesting operations into a single process: Reaping – cutting the crop. Threshing – separating the grain from the stalk. Winnowing – removing the chaff from the grain.
The new tools were a game-changer. But the fundamentals remained the same. You still needed a sound strategy. Smart, human know-how. Ensuring the right seed. Understanding how to rotate your crops. And you still needed to care for the soil so it could feed the next season’s growth.
It’s hard to compare work in B2B marketing and sales performance with the harrowing work of the farmer. Yet, that spirit of blending tradition with transformation is exactly what comes to mind as we mark one year since Just Global joined Trilliad. We did it to build something bold: the world’s first Growth Services Provider – combining growth solutions for marketers, sales, and customer revenue teams all under one roof.
A New Field, Ready for Planting
When my grandparents examined the land in Dawson Creek, they didn’t focus on what was missing. They saw the potential of what could grow.
That same belief guided us one year ago when we joined Trilliad. We saw the chance to create a new kind of growing season — one ripe for reinventing B2B.
The B2B world is shifting. Buyer behavior is changing. Funnels are breaking. Revenue teams like marketing, sales, and customer success are being asked to collaborate in new ways. And like the Combine, the rise of AI is a revolution changing every assumption about how we go to market.
The market needs a new playbook. That’s what made the moment feel right. We planted a bold idea: What if we could build something entirely new? What if we could move beyond the traditional agency model and become a part of the world’s first Growth Services Provider?
We didn’t join Trilliad to do more of the same. We came to help shape a system for growth that blends human ingenuity, technology, creativity, data, and execution, both seamlessly and strategically.
Just like my grandparents walking out into their fields with a new approach, we stepped into this chapter with vision, optimism, and grit — the kind that prepares you for what’s possible.
Our Role in Shaping the New Growth Playbook
Just Global entered with a core belief: The Connected Experience matters.
Launching a campaign or running an ad isn’t enough. Every part of the market experience must work together — brand, demand, media, content, creative, data, and now, AI. And that must align with sales and sales touches. All connected with integrated tech and data. A customer’s experience with your brand shouldn’t be siloed.
This thinking is a key pillar of the Growth Services model. Over the past year, we’ve expanded our approach by integrating marketing solutions, tech services, and sales training and performance, all underpinned by cutting-edge AI and platforms.
Most importantly, we can deliver both the strategy and execution that connect everything together – the essential components in the new soil of growth. And just like on the farm, the job isn’t done once the seeds are planted. You tend. You adapt. You stay ready for the next season.
One Year In: What We’ve Grown Together
In our first year with Trilliad, we’ve made meaningful progress. We connected marketing, sales, and tech into unified strategies that drive performance. We co-developed AI tools that reduce manual tasks and improve speed and accuracy. Our clients have shifted from fragmented, channel-based campaigns to coordinated go-to-market systems. Most importantly, we’ve proven that insight-driven, integrated growth isn’t a future aspiration — it’s already taking root and delivering results.
Just like that first year on a new plot of land, we’ve learned from the conditions, adapted where needed, and seen early signs of strong yield.
The Road Ahead
Looking forward, our focus is clear:
We’re not here to sell services. We’re here to build growth systems that evolve with technology but stay grounded in what works.
Strong Roots, New Seasons
My grandparents didn’t stop when better tools came along. They adapted. They stayed resilient. That legacy still drives me today.
This milestone isn’t our finish line. It marks the end of one great season and the beginning of another. Who knows what’s to come. But we’re taking everything we’ve learned, upgrading the tools, and expanding the field.
The fundamentals of growth haven’t changed. What’s changed is how we plant, how we tend, how we harvest — and how we help our clients grow, not just this year, but in every season to come.
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