There certainly are a lot of things to do and learn at Dreamforce. Let’s face it though; if you’re in sales or marketing, you probably don’t need to attend a session called “Scaling IoT for the Real World.” Neither do you need to visit a good portion of the exhibitors who offer solutions like ERP, Enterprise File Services, or information security intelligence, to name a few.

So what should you do at Dreamforce 2016 if you’re a sales or marketing leader?

Book signings

Tuesday from 4:00-5:00 I’ll be at the Open Lounge. There will be lots of great sessions and events over 3 days but at this particular time, InsideView’s Andrea Austin, VP Enterprise Sales, and Tracy Eiler, CMO, co-authors of  “Aligned to Achieve” (Wiley, October 2016), will be presenting on ‘How to Unite Your Sales & Marketing Teams Into a Single Force for Growth,’ and everyone in attendance will receive the book!

After the session, I know I’ll be hanging around to enjoy the official book launch party and book signing. Cocktails and hors d’oeuvres will be served. As a bonus, you’ll meet Sangram Vajre, Co-Founder & CMO at Terminus, and author of “Account-Based Marketing For Dummies.” Register for the Open Lounge here while there’s still room!


There are few people who understand what it takes to transform how progressive organizations sell as Donal Daly, the renowned Founder and CEO of Altify. Donal has written many books including his first book on AI, “Expert Systems Introduced” way back in 1988.

On Tuesday and Wednesday at Dreamforce, Donal will be doing an exclusive book signing of his upcoming book, “Tomorrow Today: How AI Impacts How We Work, Live, and Think (and it’s not what you expect).” The book signing will take place at Altify’s booths (213 & 215 ). Get the book signing times and a free digital extract of the book here.



Tuesday – from 8:30 – 4:00 is Sales Summit Day.  There will be 40+ experts gathering for sessions throughout the day at the San Francisco Marriott Marquis.

Get the full guide with all the session details here. I don’t plan on missing the opening sales strategy panel led by visionary Tiffani Bova of Salesforce.

In addition to the summit, there will be other great sales and marketing related sessions. I’ll join Craig Rosenberg, Matt Heinz, and Craig Nelson for a panel Thursday at 9:00 a.m. called “Sales Enablement: Not Just a Concept. Create a Sales Enablement Machine,” at the Sales Enablement Soiree (an off-site lounge Smart Selling Tool’s is co-hosting at Hotel Zetta). Come by and meet up with other Sales Enablement professionals.

Thursday – 4:30 at the San Francisco Marriott Marquis, Yerba Buena Salon 13-15, join me for a panel called, “Activity Based Sales: Use Email, Calendar, and Phone the Right Way.” Brandon Bruce will be leading the panel with me, Heather Morgan, and Richard Harris. This is an important session because there are a lot of wrong ways. Add it to your agenda here.

This year, Salesforce has put together handy trail maps listing days/times/locations for their sessions, categorized by area of interest. Grab your copy of the Salesforce Sales Trail Map or the Salesforce Marketing Trail Map for a convenient list. They’ve even made it possible to add those sessions to your agenda.

Wednesday – all day: because I’ve talked with so many of you either through social media, email, or phone, without ever meeting in person, I wanted to carve out a full day just for that. Come by the CSO Insights Lounge Co-Sponsored by Smart Selling Tools and introduce yourself. You’ll also have the opportunity to meet Barry Trailer and lots of other people at this casual lounge away from the maddening crowds. I’d love to hear your sales technology stories, challenges, and successes.

Expo Floor


Walking the expo floor at Dreamforce can be exhausting. It’s difficult to navigate and vendors aren’t separated into categories. You’ll get beaten-down quickly walking 700,000 square feet of expo floor searching for the right booths to visit.

Don’t do that. There’s no reason to.

For the 3rd year in a row, Smart Selling Tools has a Walking Trail of Must-See Sales Technology at Dreamforce. It’s a mobile app you can use beforehand, or while you’re on the floor to navigate directly to the best sales technology vendors exhibiting. You’ll get a map, vendors categorized by sales tech type (CPQ, Prospecting, Database, etc.) plus direct links to videos and product information so you can decide which are of interest. Enjoy this free app and find the tools that can help you improve revenue performance.

When it comes to technology, there’s never been a more exciting time for sellers and marketers. We’re entering a new era of productivity and effectiveness as a result. I’m hoping our walking trail and all the other great resources mentioned in this article will prove helpful. Add to this list by mentioning key events and opportunities for sales and marketing leaders at Dreamforce I may have missed!