Every year thousands from Sales, Marketing, Customer Success and Engineering congregate in San Francisco to attend Dreamforce. It’s the only event that bridges the divide across entire organizations and centralizes all their tools, technology and future in one place.
For us at ToutApp, Dreamforce is the event to attend every year and always hits its ROI numbers. We’ve done Dreamforce for three years and as the event grows bigger, we step up our game. In 2013, our then seven-person company closed up shop and ran back and forth between two booths across the event floor. We learned a lot during our first Dreamforce and applied those learnings to our second booth the following year. Every year we strive to make it better, not just for us as a company, but for every Salesperson.
ToutApp’s mission is to empower the Salesperson, and Dreamforce is the perfect place to do just that.
The transition within the Sales industry today has never happened before. Today, there’s a global buyer’s journey, new technology and sharper tools, and it’s become increasingly harder to keep up and remain relevant with buyers. As the sales process becomes more complex, many organizations fall under the trap of automating the process and thus lose personalization.
But during Dreamforce, all of that stops. You can’t automate booth interactions or fake engaging conversations. For ToutApp, we’re lucky because Dreamforce is right at our doorstep and we treat the week-long event as our chance to meet face-to-face with as many people as possible and make every interaction count.
In short, Dreamforce is your CRM data in real life (CRM IRL). For one week only, all of those names, titles, opportunities, leads and activities jump out of the screen and turn into human conversations.
Dreamforce is the Ultimate Opportunity
The Dreamforce booth floor is where you can expect a constant stream of face-to-face interactions throughout the day. Much like your SFDC data, visitors to your company’s booth come in all shapes and sizes from leads, opportunities, contacts to swag picker-uppers. But that’s the beauty of Dreamforce, you never know who you’re going to talk to or connect with.
At every other booth on the floor, companies left and right sold their products to you, we didn’t want to do that. That’s never been our style–not in 2013 or 2014. Instead, we wanted to celebrate the Salesperson and teach you about the Greatest Sales Team in the World. At this year’s Dreamforce, we staffed our booth with Engineers, MDRs, SDRs and Support Officers–because for us, Dreamforce is an all hands on deck opportunity for everyone at the company.
As a company, we thrive on learning from each other and bringing back the human element to Sales, that’s just who we are as a company–and our booth proves that.
“As an MDR, going to Dreamforce is a great way to put a face to a name. When you’re on the phone, you never know who you’re going to talk to because you can’t put a face to a title, and when you’re in-person you always have to be prepared,” said Kelly Connolly, Market Development Representative.
And it’s not just the fielding different people face-to-face, going to Dreamforce and staffing a booth means having different kinds of conversations that involve a different level of engagement.
“Dreamforce teaches you a different way to handle situations and allows you to read physical and facial expressions. You can see how someone is responding to what you’re saying, which you can’t do over the phone,” said Kelly.
Whether you’re an MDR, SDR or even an Engineer, once you react and adapt to a person’s expressions, those conversations are going to flow naturally and you’ll be able to evaluate how to proceed forward.
Sitting Down at the Table with our Customers
As this year’s Dreamforce brought in 170,000 registered attendees, and a good portion of those attendees were ToutApp customers that flew in from all across the globe.
This year, we invited a handful of Executives from our customer base across the country and sat down with them at the dinner table for a unique experience. Our goal in hosting a customer dinner isn’t just to have a typical sales dinner. We believe that the relationship between us and our customers extends beyond signing the DocuSign. As a ToutApp customer, you unlock a network of the smartest minds in Sales and have the opportunity to sit down with them and a have a conversation about sales topics.
“The powerful thing in getting sales leaders in a room together is creating an environment where they can talk about what’s top of mind for them,” said Cliff Cate, VP of Customer Success. “The value in attending a customer dinner is the opportunity to connect fellow smart leaders and leave the dinner with new ideas.”
Those quality conversations is what drives our customers and our company. During the dinner, everyone is able to share stories and experiences that wouldn’t have been possible had we not all congregated for Dreamforce. As a company that values collaboration, these customer dinners allows us to build an even powerful connection between our customers, team and industry.
Happy Hour with Our Customers and Prospects
Much of your company’s Dreamforce clout relies on your booth’s presence, the other part heavily relies on the parties that you host. For us, Happy Hours–whether we’re throwing them ourselves our partnering with innovators in the industry–give us the unique opportunity to interact with our users and learn from their feedback.
Our Dreamforce experience was bookended by two events: a co-hosted Cocktail Hour that energized us for the week to come, and a Happy Hour for prospects and customers at ToutApp HQ.
“Face-to-face conversations move the needle. You’re able to make a connection with people in 30 minutes rather than the seven calls it would take to get comfortable with someone,” said Jessica Green, Sales Manager. “As a manager, I’m constantly thinking how we can translate what works so well in-person to the conversations that we have every day on the phone.”
Dreamforce is all about learning and connecting with people, and Happy Hours during Dreamforce amp that up even more and allows us to talk with our customers in a setting that’s purely for socializing and networking.
See you in 2016
As you start planning for Dreamforce 2016, ask yourselves this question: What does Dreamforce mean to your company? Make sure that your goals for your booth, meetings and parties align with your company values and goals–because that’s always a for-sure ROI.