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4 Must-See Dreamforce Sessions for Sales & Marketing Leaders

If you're one of the 170,000 attendees heading to San Francisco next month for Dreamforce, you’re likely looking to get the most out of the conference. With over 2,000 sessions to choose from, maximizing your time at Salesforce’s annual extravaganza can be quite a challenge. But if you’re in sales or marketing, you probably don’t need to attend sessions on transforming your cloud console or improving cyber security. Instead, you’re probably looking for more effective ways to use Salesforce in your day-to-day role; and that will demand using data.

Data is once again the focal point of this year’s event. In fact, there are hundreds of sessions with data in the title alone, and for good reason. Data has the potential to help sales and marketing close more business. 92% of sales and marketing professionals say accurate and complete data help’s them understand a prospect’s business needs. But getting clean, complete and actionable data that can be used in Salesforce remains a challenge. That’s why we’ve highlighted four unique Dreamforce sessions designed to help you understand how to use data to drive growth across your organization and make the most of your Salesforce environment.  

Dell’s “Revenue Synergy Program” - Aligning Customer Data for Sales Acceleration

  • When: Monday, November 6, 2 PM – 2:40 PM
  • Where: Palace Hotel Grand Ballroom Concert

Dell knew that to overcome the challenges and reap the benefits of their merger with EMC - the world’s largest Tech merger ever executed - they needed foundational intelligence on their combined customer base. Partnering with Dun & Bradstreet and Salesforce.com, Dell initiated their “Revenue Synergy Program” – a segmentation effort focused on completely understanding their combined customer base, providing strategic guidance to sellers on the best opportunities for growth and, accelerating the ROI of the merger.

In this session, John Smits, VP of Enterprise Analytics for Dell and Sean Crowley, VP of Integrated Marketing for Dun & Bradstreet, will detail how this effort helped Dell identify synergies in its customer base, focus their sales efforts on accounts with the greatest opportunities, and align their demand generation efforts.

Driving Online Engagement at Johnson Controls, Inc. - How Analytics and Targeting Come Together

  • When: Tuesday, November 7, 4:30 PM
  • Where: San Francisco Marriott Marquis Hotel, Foothill F

Building modern, safer and energy efficient cities is Johnson Controls’ mission. To accomplish this, they need to attract forward thinkers. Thus, they have transformed how they analyze, market to, and engage their audiences. While data is often at the heart of the business decisions we make, it’s not until analytics is integrated into the process that the decisions can be made with confidence. During this session, Julian Palacios, Johnson Controls’ Director of Data Analytics will join Anudit Vikram, Dun & Bradstreet’s SVP, Audience Solutions, to discuss how Johnson Controls leveraged analytics and digital targeting to modernize its B2B sales and marketing.

#1 ABM: Top CXOs on What Works and What Doesn't in Account Based Marketing

  • When: Wednesday, November 8th, 10 AM – 10:40 AM
  • Where: San Francisco Marriott Marquis Hotel

There’s no shortage of reasons why ABM is so attractive to organizations across the globe. Companies practicing ABM have better alignment with sales, often close bigger deals with target accounts, and increase pipeline velocity with companies they may have never thought about going after in the past. Not surprisingly, 58% of B2B organizations currently employ an ABM strategy, and 28% plan on doing so in the next six months. It has even led Forrester to coin ABM a “gold rush.”

Following-up last year’s most popular ABM session, this year’s session brings together a panel of top CEOs and CMOs who offer an inside view on "what worked" and "what didn't work" so that you are equipped to leverage ABM to transform your business and win! The line-up includes:

Rishi Dave, former CMO, Dun & Bradstreet

Jon Miller, CEO, Engagio (co-founder, Marketo)

Robi Ganguly, CEO, Apptentive

Jason Jue, CMO, Triblio

Fred Tsai, Salesforce (moderator)

3 Steps to Always Be Closing! How Marketing & Sales Can Drive Real Revenue

  • When: Wednesday, November 8, 12 PM – 12:40 PM
  • Where: San Francisco Marriott Marquis Hotel, Foothill G1-G2

ABC: Always Be Closing! It’s one of the most notorious lines from the movie Glengarry Glen Ross. In the film’s most powerful scenes, a motivational sales trainer played by Alec Baldwin delivers an angry, verbally abusive speech to persuade the team to close more business. Fortunately, the movie is no longer a reflection of the modern-day sales and marketing culture.

Today, its ABA: Always Be Analyzing! While tactics like persistent cold-calling, ruthless aggression, and the 3-martini lunch may have been enough to close a deal in the past, today, having real-time access to the right data and analytics is the key to creating a faster path from potential prospect to profitable customer. Dun & Bradstreet’s former CMO, Rishi Dave, will explain how data and intelligence can be used to find and close deals, and will provide steps you can employ in Salesforce.


Whether you’re in sales or marketing, these sessions will help you understand how to best leverage your investment in Salesforce.com to accelerate your sales strategy with accurate insights and intelligence. Be sure to secure your seat during your time in the Bay Area, and don’t forget to pack your most comfortable walking shoes so you can navigate all the great sessions at this year’s event.

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