The Power of Connection: Eric Dreshfield’s 14-Year Dreamforce Journey from Nervous Newbie to Community Champion

About Eric Dreshfield

  Salesforce Ecosystem Veteran | Product Evangelist | Community Conference Creator

Eric Dreshfield is the founder of Dresh For Success LLC, specializing in helping product companies increase brand awareness within the Salesforce ecosystem through marketing and product evangelism. With 5+ Dreamforce attendances dating back to 2011, Eric brings a unique perspective shaped by over a decade of community involvement and relationship building.

As a seasoned community leader and co-organizer of Midwest Dreamin’, Eric has been instrumental in fostering connections across the Salesforce ecosystem. His approach to professional growth reflects a fundamental philosophy: “Who you know is more important than what you know, because they can lead you to what you need to know.”

His Journey Highlights:

• 🎯 Dreamforce attendee since 2011 (DF11)
• 🎤 First Dreamforce presenter in 2013
• 🚀 Career transformation sparked by Dreamforce 2014
• 🤝 Co-organizer of Midwest Dreamin’ conference
• 📈 Creator of the annual Newbie “Reunion” Breakfast at Dreamforce
• 💼 Product evangelist helping companies navigate the Salesforce ecosystem

Eric’s story demonstrates how authentic relationship building, community involvement, and staying open to unexpected opportunities can transform not just a career, but an entire professional identity within the Salesforce ecosystem.

The Beginning: Walking into the Unknown at DF11

My first Dreamforce in 2011 was a sensory overload in the best possible way. From the moment I walked onto the Dreamforce campus, I was simultaneously amazed, very curious, and perhaps even a bit anxious. The sheer size of the event and the number of people was more than I had ever seen at a work-related conference before.

I was excited to learn all I could about Salesforce and to meet some of my coworkers I had only seen on Zoom or Google Meet—remember, this was back in 2011 when remote work was still relatively uncommon, and most of us were just getting used to virtual meetings.

What struck me most wasn’t the technology or the impressive keynote presentations. It was the overwhelming sense of possibility mixed with the humbling realization of how much I didn’t know about this ecosystem I had just entered.

The Liberating “Aha Moment”: Permission to Not Know Everything

I think the biggest “aha moment” for me at DF11 was the realization that it’s OK that I don’t know everything. There’s an entire community of people much smarter and more knowledgeable than me who are willing to help point me in the right direction.

All I needed to do was ask!

This might sound simple, but for someone early in their Salesforce journey, it was incredibly liberating. I had been putting pressure on myself to have all the answers, to understand every feature, to never appear uncertain. Dreamforce 2011 taught me that the Salesforce ecosystem thrives on knowledge sharing, mentorship, and mutual support.

That single realization shaped how I approach challenges to this day—instead of struggling in isolation, I reach out to the community.

The Newbie Breakfast That Changed Everything

I wasn’t sure what to expect going into DF11. I knew I wanted to learn as much as I could, and I knew I wanted to try to meet some of the people who had helped me solve problems online. That’s when I discovered something called “The Newbie Breakfast”—an event designed specifically for first-time Dreamforce attendees.

I met 10 to 15 people at this breakfast, and what amazed me was how often I found them throughout the rest of Dreamforce—in sessions, walking between sessions, or just crossing paths on the campus. Those connections made the massive event feel smaller, more manageable, and infinitely more welcoming.

That breakfast was so impactful that years later, I created my own version: the annual Newbie “Reunion” Breakfast that I still organize today as a fundraiser for Project Night Night. It’s become one of my favorite Dreamforce traditions and a testament to how one positive experience can inspire you to pay it forward.

The Philosophy That Drives Success

For me, it’s all about the people you meet and the connections you share. If someone were to ask me what’s more important—what you know or who you know—I would answer: Who you know, because they can lead you to what you need to know.

This isn’t about networking for personal gain or collecting business cards. It’s about recognizing that the Salesforce ecosystem is fundamentally powered by human connections, shared knowledge, and mutual support. The platform is incredibly complex, but the community makes it navigable.

From Terrified Speaker to Confident Presenter

I must admit that specific memories of sessions from Dreamforce 2011 are long gone. However, the memory of my first time presenting at Dreamforce in 2013 is still crystal clear—I was terrified standing in front of the room while dozens of people came in and sat down.

I was presenting a session with two others on how to effectively lead a Salesforce User Group (what we would call a Community Group today). Once I started delivering my well-rehearsed talk, I made eye contact with someone in the room I knew, and suddenly all the nerves were gone.

I realized the people in the room were there because they wanted to hear what I had to say. They weren’t there to judge or criticize—they were there to learn and connect, just like I had been at my first Dreamforce.

That presentation taught me that sharing knowledge is one of the most rewarding aspects of being part of this community.

The Demo That Changed My Career Path

Dreamforce 2014 was a pivotal event in my career. I saw a demo of a product from an ISV (AppExchange) partner, and just from seeing the demo, I decided I wanted—no, needed—to work for that company.

After many conversations and interviews for roles that weren’t a good fit, I finally landed a position with their marketing team with the job title of Advocacy Manager—a role that in today’s language would be called a Product Evangelist.

That moment taught me to stay open to unexpected opportunities. I hadn’t gone to Dreamforce looking for a new job, but I walked away with a completely new career direction that aligned perfectly with my passion for the ecosystem and my natural inclination toward relationship building.

The Community That Shaped My Journey

I’ve met so many people in this ecosystem—online and in-person—that it’s hard to pinpoint one specific individual who has been more important than others. I can say without a doubt, however, that many of the people I’ve met have helped shape who I am today and helped me focus my journey through this ecosystem.

I attended my first Community Group meeting in late 2009, long before my first Dreamforce. I met a lot of awesome people who have become lifelong friends, colleagues, coworkers, and fellow organizers of Midwest Dreamin’. The community has driven my career since my second role in the ecosystem.

This is the power of the Salesforce community—it’s not just professional networking. It’s relationship building that transcends job titles, companies, and even career changes.

Networking Philosophy: Simple Human Connection

My networking approach is refreshingly simple: A simple smile and an introduction goes a long way to breaking the ice and gaining a new connection. Talk to the people around you while waiting for a session, while walking between sessions, or anytime your eyes cross paths with someone!

I’ve been brought onto sales calls simply because of connections I have with prospects. Most times I only add value from a relationship perspective, as I’m not very technically knowledgeable. But people and companies prefer to buy from those they know and trust.

This reinforces my belief that authentic relationships—not technical expertise alone—often drive business success in the Salesforce ecosystem.

The Immeasurable ROI of Relationship Building

I don’t think I could truly calculate an ROI from Dreamforce, but I know I’ve learned techniques, seen demos of apps, and discovered solutions that have all become part of my daily work over the years.

I’ve worked primarily with Sales, Service, and Marketing Clouds. What I find most interesting is learning how others use the same products. It typically opens my eyes to solutions for problems I didn’t even realize existed until I saw the solution in action.

This discovery-through-observation approach has been invaluable in my current role helping product companies increase brand awareness within the Salesforce ecosystem.

Looking Forward: Dreamforce 2025 and Beyond

I always look forward to reconnecting with friends I haven’t seen since the previous Dreamforce. And, of course, I look forward to the Newbie “Reunion” Breakfast the most. I may be a bit biased since I created the event and it’s a fundraiser for Project Night Night, but it’s also a fantastic networking opportunity!

Making new connections and refreshing connections with longtime friends is always my first goal. Second would be wandering the vendor exhibit hall—it’s always eye-opening to see the various apps and learn about new solutions to challenges faced by people and companies in the ecosystem.

Essential Wisdom for First-Time Attendees

Take It Easy on Your Schedule

There are keynotes, sessions, hands-on trainings, and “after-hours” activities. You can’t do it all. Prioritize the sessions and plan to attend only 2 or 3 per day. Make sure you connect with the speakers on LinkedIn afterward and thank them for sharing their knowledge.

Don’t Miss the Iconic Experiences

If you’ve never been to San Francisco, plan a little extra time to enjoy some of the iconic experiences like a cable car ride and a walk across the Golden Gate Bridge! As for Dreamforce must-sees, the main keynote always has surprise guests that most people wouldn’t have the opportunity to see live.

Essential Preparation

The Salesforce Events App is your one-stop shop for all things Dreamforce. Log in with the same credentials you used to register for the best experience. Portable battery packs and phone charging cables will help you stay connected during the event and could even help you make a new friend if someone else has a dead phone.

Avoid Common Mistakes

Don’t assume you can do everything or attend all the sessions, or even stay out late every night and still make it to an 8 AM session! Go easy on the “adult drinks,” especially if you’re not normally a drinker.

The Power of Spontaneous Decisions

One piece of advice I always share: Be open to last-minute adjustments to your plans. Sometimes the spontaneous decisions can make all the difference in the world!

Some of my most meaningful Dreamforce experiences have come from unplanned conversations, impromptu meetups, or decisions to attend sessions that weren’t on my original agenda. The magic often happens in the margins.

Building Brand Awareness Through Authentic Connection

Through Dresh For Success LLC, I help product companies increase brand awareness inside the Salesforce ecosystem through marketing and product evangelism. My approach leverages channels like Salesforce Community groups and conferences, using tactics like social media, blogs, videos, and crafting award-winning, demo-jam-worthy product demonstrations.

But the foundation of everything I do remains the same philosophy I learned at my first Dreamforce: authentic relationships drive sustainable business growth.

Whether I’m helping a client create the perfect customer conference or developing a go-to-market strategy for a new AppExchange app, the focus is always on genuine connection and mutual value creation.

The Continuing Journey

Fourteen years after walking onto that Dreamforce campus for the first time, I’m still amazed by the power of this community. What started as anxiety and curiosity has evolved into a career built around the relationships and opportunities that Dreamforce first introduced me to.

The nervous newcomer from 2011 is now someone who creates spaces for other nervous newcomers to find their place in the ecosystem. The person who was terrified to present in 2013 now helps companies craft compelling demos and presentations.

The journey from attendee to contributor to community creator illustrates one of the most beautiful aspects of the Salesforce ecosystem: there’s always room for growth, always opportunities to give back, and always new connections waiting to be made.

The Enduring Truth

If I’ve learned anything from over a decade of Dreamforce experiences, it’s this: The technology will continue to evolve, the platform will keep adding features, and the ecosystem will keep growing—but the power of human connection remains constant.

The demos that inspired my career change, the breakfast that sparked lifelong friendships, the presentation that built my confidence, the relationships that drive business success—all of these experiences share one common thread: they happened because people were willing to connect, share, and support each other.

That’s the real magic of Dreamforce. It’s not just about learning the latest features or seeing impressive keynote presentations. It’s about discovering your place in a community that can transform not just your career, but your entire professional identity.

And sometimes, the most spontaneous decisions make all the difference in the world.

Eric Dreshfield is the founder of Dresh For Success LLC, helping product companies increase brand awareness within the Salesforce ecosystem through marketing and product evangelism. Connect with him on LinkedIn or X for authentic conversations about community building, relationship-driven growth, and the transformational power of genuine connection.