The Big, Bad, Beautiful DreamforceI’ve spent the last decade planning my calendar around Dreamforce. Starting as a BDR, and later leading strategy across multiple organizations, I’ve done everything from running a keynote to turning an empty office space into an oasis—and everything in between.
Hello Mr. CEO
Dreamforce 2018: 4 years into the ecosystem, first year on-site.
I was responsible for bringing my team out and making sure we were fully dialed in to cover a booth. The team was green, but it was critical to make sure that we showed up like we’d done this before.
Leading up to it, I ran booth training for the team. The usual things: how to engage, what to say, where to stand so you don’t look like you’re avoiding eye contact. It also marked the first of many “what not to wear” presentations, which, in my opinion, is equally important.
We covered the talking points. The high-level messaging. Enough to feel prepared. And then, within what felt like five minutes of the event starting, the CEO walked straight up to me.
Lights, camera, action
Producing my first keynote was nothing like any session I’d done before.
Our recent Impact film, produced in partnership with an Academy Award–winning filmmaker, was set to be screened in the keynote theater. Following the film, our CMO would sit down with Salesforce leadership for a fireside chat on technology’s impact for the greater good, moderated by the filmmaker himself. Very quickly, this went from being a cool opportunity to being a very big deal.
From there, it was all the things you’d expect and then some. Scripting, prep, rewrites, more prep, dry runs, reworking the flow, tightening transitions. And then the parts you don’t expect, like giving a last-minute briefing to your moderator on why there are trees everywhere.
Beyond the booth
Booths are tried and true. You know the footprint, the rules, the rhythm of the floor. But what happens when you’re staring at an empty office space overlooking Moscone?
We had over 10,000 square feet to work with. Walls we couldn’t attach anything to, benches with questionable cushions, a dozen meeting rooms, and great views. The rest was a blank canvas.
This is my favorite part. The part where it’s just an idea, a floor plan, and a question of “what if we did this?” The chance to push it a little further, make it feel different, and actually build something people want to spend time in.
