Once again, that's the story for us this year. While attempting to work with our Salesforce account team to try and make arrangements for a group attendance this year, Dreamforce registration opened up and, before we even had a chance to confirm a discount code, our hotel options were gone.
No Hotels = No Dreamforce
Since a significant portion of the people we'd want to bring are not local, the lack of hotel options means our people won't be coming. It doesn't matter if they could still register for the conference; if there are no hotels, there's no place for them to stay.
This issue is amplified by the way that Salesforce announces the opening of Dreamforce registration. Essentially, you can sign up to receive an email alert when registration opens. For the past few years, that has been on a random day at 6:00am Pacific time, typically in close proximity to a three-day holiday weekend. In short, the timing seems to be targeted to a time when fewer people are in the office. In other words, they hope to reduce the rush by targeting a time when a percentage of people will be caught up in "you-snooze-you-lose" filter.
Did I mention their classic customer support answer, "that's a bummer man"?
Or, in case you want to raise the issue with your account team, you'll get the timeless canned response, "I don't control the San Francisco housing market. Have you considered AirBnB?" I think that this is written on some internal messaging FAQ sheet that Salesforce distributes.
Keep in mind that this year, prior to registration being announce, I was attempting to work with our Salesforce account team to try and arrange multiple people attending the conference. During that time, they told me they had no idea when Dreamforce registration would open up, but they expected it to open soon.
In the past six months, we've been considering a broader expansion of seat licenses. We've also been looking at the Salesforce Analytics package. We also hired a new executive in charge of IT, someone who you might say is a key influencer in terms of software decisions. Working with our account team, what kind of provisions were we able to make to get that person to Dreamforce. None.
Dreamforce Promotions Serve as a Constant Reminder
There's nothing worse that having something constantly rubbing an open wound. And yet, Salesforce is constantly bombarding you with reminders about Dreamforce. I just grabbed this image from the Salesforce login screen.
That's right, it's been weeks since we've already determined that there are no hotels, no way to go -- but Salesforce is still promoting this conference. I've also received emails saying, "only a few days left to save $200 on the conference." This was also weeks after I'd already determined that there weren't any hotels.
These promotions don't just piss me off, they piss me off enough to be vocal about it. Instead of tempting me to go to the conference, what this constant promotion does is remind me about how -- for all of it's promotion of "helping us to succeed" -- Salesforce doesn't appear to be very tuned in to what we, as customers, think would help us be successful.
What these promotions remind me of, is how Salesforce leaves me, standing alone, trying to gain adoption for their software. It reminds me of the hassles of trying to commute to the event, the frustration of crowds that are too large, the pointlessness of learning tips and tricks, deploying them, and seeing NO change in user behavior.
As someone who's been the Salesforce admin and used it on a daily basis, if I'm frustrated and unenthusiastic, or worse -- pissed off to the point where I'm not willing to spend the company's money to attend -- then I think you've got some problems with your user conference. What's more, without enthusiasm and evangelism, any adoption KPIs that you have are likely to suffer (assuming that anyone is actually watching). Carrying that slippery slope even further, with diminishing internal champions and constant skepticism about usage and utility, come contract renewal and the perpetual (of late) 7% price increase, I think Salesforce may be looking at a 7% increase on a significantly smaller number of seats. But, even as an admin, that's not really my problem.
What is the Purpose of Dreamforce?
Let's put our design thinking hat on again. If, as a customer, so many aspects of Dreamforce are frustrating me, I'm sure I'm not alone. If that's the case, what is the purpose of Dreamforce?
Once upon a time, the event functioned as a user conference. Dreamforce was a helpful way for people to learn tips and tricks and explore best practices with other software users. It also provided a vehicle for the company to promote new software features. But somewhere along the way, things changed. Several years ago, it seemed like there was a shift in focus for a percentage of the crowd. I liken it the crowd that followed the Grateful Dead -- the crowd changed following the "In the Dark" album in 1987, but things really began to crest in 1994/95. Essentially, there was a portion of the crowd that came to party or hang out outside of the event and an interest in the music almost seemed secondary (at best). In many ways, Dreamforce seems like it's taken a similar path. A couple of years ago, one of the young women in the office said her friends had contacted her, told her that a group of them should head up to San Francisco for Dreamforce -- lot's of parties. FWIW, she didn't even use the software.
The parties. Is this the purpose of Dreamforce? Last year, I stayed in a hotel in the city, but I didn't go to a single party. I've been to these events in the past and often I try to go just as a research point for my own marketing programs. But battling crowds for bad free food and some drinks on somebody else's dime -- not worth it. Even the event a couple of years ago where they gave us a 10 year customer award, meh.
The simplest way that I can summarize is -- most of these parties have no utility. There are few networking opportunities, few times when you actually engage with Salesforce people who can speak about your account -- or much of anything related to your business or industry. If I have to go to a work-related party (as opposed to an event with my friends), I'd better get something work-related out of it. Again, no utility. But even the late night after parties are too crowded.
File this under Yet-Another-Reason-Not-To-Go-To-Dreamforce-Alone -- if you have a colleague there, you can have discussions about work and software while you're there.
Ultimately, I don't think I have a good answer to what the purpose of Dreamforce is. But I don't think Salesforce does either. Over the years, I think it's been lost, muddled with so many objectives that it's kind of a mess. We, the customers, have been lost. Perhaps they've forgotten about the band and the music (I'm not talking about the Gala) -- they're just there for the party.
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