Dreamforce has always been a place where ideas, people, and technology come together in unexpected ways. For me, it’s also been the backdrop to some of my favorite professional memories.
My first Dreamforce was in 2009 — the year of the Chatter teeth. Every tote bag came with a pair of wind-up chatter teeth to mark the launch of Salesforce’s new collaboration tool. That week happened to overlap with a milestone birthday, so I found myself celebrating with local clients over cake in between sessions. Negotiations, dessert, and software security all in one afternoon — very Dreamforce.
That year, I spent hours in security sessions, learning how to keep our Salesforce org locked down while we prepared to launch a new comparison shopping site. I walked away with a notebook full of practical insights, and a sense that Dreamforce was a place where you could truly sharpen your skills while having fun.
By 2013, I had joined the Heroku team at Salesforce. Our challenge was showing how Heroku and Salesforce could connect. Inspired by the Back to the Future theme, we wired up vintage pinball machines with sensors that tracked every flipper and bumper, linked to Salesforce records. Players could scan their badge, see their score recorded instantly, and even pick up their game later on another machine across the show floor. It took long nights soldering sensors, but the result turned heads and proved that anything — even a 1970s pinball machine — could run through the cloud.
Later, I helped shape Dreamforce experiences for startups and entrepreneurs. That meant building the Startup Village, recording podcasts in an Airstream camper, and helping launch Dreampitch, which gave startups the spotlight in front of the Salesforce community. Those years taught me how much creativity and collaboration it takes to build an event that educates while surprising people at every turn.
Since leaving Salesforce in 2017, I’ve watched Dreamforce from the outside with a mix of nostalgia and curiosity. This year I return in a new role, with Oktana. As a consulting partner, we get to see the real needs of companies every day and explore how Salesforce can help them adapt, grow, and innovate. Sometimes that means simple solutions; other times it calls for the kind of inventive thinking that once turned a pinball machine into a data source.
Where to Find Us at Dreamforce 2025
- Heroku Happy Hour → Monday, October 13th, 6–9 PM PT
- Meetings near Salesforce Park → Tuesday, October 14th & Wednesday, October 15th
If you’re attending, I’d love to connect — whether to trade stories, talk through challenges, or just share the buzz of the week. Dreamforce is three days of energy, learning, and connection. I can’t wait to add a new chapter to my story at Dreamforce 2025 — this time with Oktana.
