From MVP Recognition to Ecosystem Reality Check: Carlos Siqueira’s Unfiltered Dreamforce Perspective

About Carlos Siqueira

Salesforce MVP | Product Evangelist | Ecosystem Veteran

Carlos Siqueira is a seasoned Salesforce MVP and Product Evangelist at BeeKind LLC, specializing in increasing company awareness within the Salesforce ecosystem. With 5+ Dreamforce attendances since 2017, Carlos brings a unique perspective to the community—one shaped by years of genuine mentorship and an uncompromising commitment to authentic relationship-building over self-promotion.

As an independent consultant and mentor, Carlos has helped countless professionals grow within the Salesforce ecosystem, always prioritizing substance over spectacle. His candid insights reflect the evolution he’s witnessed in the Salesforce community over nearly a decade.

Not every Dreamforce story is about transformation and inspiration. Sometimes, the most valuable perspectives come from those who’ve watched an event evolve—and aren’t afraid to share what they’ve really learned along the way.

I’m Carlos Siqueira, and this is my unfiltered take on 5+ years of Dreamforce experiences, starting from my first attendance as a newly minted MVP in 2017.

The Beginning: 2017 and New MVP Reality

When I first walked into Dreamforce 2017, everything was new to me. I had just been awarded MVP recognition, and suddenly I was getting invited to private events, exclusive gatherings, and behind-the-scenes experiences that regular attendees never see.

My biggest “aha moment”? Getting invited to private events. It was eye-opening to see how different the Dreamforce experience could be depending on your status within the ecosystem. The access, the conversations, the opportunities—it was all completely different from what most people experience on the main conference floor.

Honestly, I had no expectations going in, which probably worked in my favor. I wasn’t disappointed because I wasn’t looking for anything specific—just absorbing the experience as it came.

The Power of Genuine Networking

From day one, what stood out most was networking—but not in the way most people think about it. I’ve never been someone who works a room or hands out business cards at every conversation. Instead, people just come to me naturally.

My approach has always been simple: be genuine, be helpful, and let relationships develop organically. This philosophy has served me well throughout my career, both at Dreamforce and beyond. Some of my most meaningful professional relationships started with casual conversations where neither party was “networking”—we were just two people talking about shared interests and challenges.

The Lightning Discovery That Made a Difference

One of the most valuable discoveries I made at Dreamforce was Lightning—not just as a platform, but as a fundamental shift in how Salesforce approached user experience and development. This wasn’t just about new features; it represented a complete evolution in how we could build and deploy solutions.

That discovery directly influenced how I approach product evangelism today. Understanding Lightning early gave me insights that I could share with companies looking to increase their awareness in the Salesforce ecosystem—knowledge that became central to my consulting work.

The Mentorship Mission

What has made Dreamforce most worthwhile for me has been the many mentees I’ve helped grow in the ecosystem. These relationships didn’t start with formal mentoring programs or structured networking events. They began with organic conversations—someone asking a question, sharing a challenge, or simply looking for guidance.

I’ve watched people I met at early Dreamforces go on to become successful consultants, developers, architects, and even fellow MVPs. That’s the real ROI of attending these events—not the sessions you sit through, but the people you help along the way.

The MVP community, especially the “oldtimers” I connected with early on, provided a foundation for understanding what genuine community building looks like. These were people who prioritized helping others over self-promotion, a value that shaped my own approach to community involvement.

The Uncomfortable Truth About Dreamforce Evolution

Here’s where I might lose some readers, but it needs to be said: Dreamforce has become too much hype and marketing. What started as a community-focused event has evolved into something that prioritizes spectacle over substance.

I’ve realized you don’t really need to attend Dreamforce to be successful in the Salesforce ecosystem. The event has grown so large and commercial that the authentic community connections that made it valuable have become harder to find. People nowadays want to show off and gain fame instead of genuinely helping somebody else.

This shift became particularly apparent to me after 2017. The energy changed. The conversations changed. The motivations changed. What was once a community gathering became a marketing showcase where personal branding often overshadowed genuine knowledge sharing.

Why I Work Independently

This evolution is part of why I work by myself and have always taken advantage of events on my own terms. I don’t need the validation that comes from being seen at every session or posting about every interaction on social media. My value comes from the genuine relationships I build and the real impact I have on people’s careers.

Working independently has given me the freedom to engage with the community authentically, without the pressure to represent a company’s interests or maintain a particular image. It’s allowed me to be selective about the events I attend and the energy I invest.

A Better Alternative: TDX

If you’re looking for authentic learning and community connection, I believe TDX is better than Dreamforce. It’s more focused, less commercial, and maintains more of the genuine community spirit that made early Dreamforces valuable.

TDX offers deeper technical content, smaller group interactions, and fewer distractions from marketing spectacle. For someone genuinely interested in improving their Salesforce skills and making meaningful professional connections, it’s a much better investment of time and energy.

Practical Advice for Future Attendees

Despite my critiques, if you do decide to attend Dreamforce, here’s my practical advice:

Before You Go:

• Get in shape physically—you’ll be walking miles every day

• Rest well in the weeks leading up to the event

• Pack light and bring good running shoes

• Bring multiple power banks—your phone will be your lifeline

During the Event:

• Don’t try to do too much with the little time you have

• Take advantage of free certifications if they’re still offering them

• Focus on a few meaningful conversations rather than trying to meet everyone

• Skip the hype sessions and find the genuine learning opportunities

The Real Value:
The most valuable aspects of Dreamforce aren’t the keynotes or the massive expo hall. They’re the quiet conversations between sessions, the informal meetups, and the moments when someone shares real knowledge without trying to sell you something.

My Current Perspective

I won’t be attending Dreamforce 2025. Not because I’m bitter or disconnected from the community, but because I’ve found better ways to achieve the same goals. My networking happens naturally through genuine relationships. My learning comes from hands-on work with clients and staying current with platform updates. My community involvement focuses on mentoring individuals rather than participating in large-scale events.

If networking is your primary goal for attending Dreamforce, I’d encourage you to consider whether there are more efficient and authentic ways to build the relationships you’re seeking.

The Alternative Path

Instead of spending thousands of dollars on Dreamforce travel and registration, consider TDX or regional Dreamin’ events. These smaller gatherings often provide more intimate learning opportunities and genuine community connections without the overwhelming marketing noise.

Or better yet, focus on building relationships and expertise through regular user group meetings, online communities, and direct mentoring relationships. The Salesforce ecosystem is rich with learning opportunities that don’t require massive conference attendance.

Product Evangelism in the Real World

Through my work at BeeKind LLC, I help companies increase their awareness in the Salesforce ecosystem through genuine product evangelism—not conference theatrics. Real influence comes from consistent value delivery, authentic relationship building, and a deep understanding of how technology actually solves business problems.

The most effective product evangelists I know aren’t the ones making the biggest splash at Dreamforce. They’re the ones quietly building trust, sharing knowledge generously, and focusing on their clients’ success rather than their own visibility.

The Bottom Line

Dreamforce isn’t inherently good or bad—it’s a tool. Like any tool, its value depends on how you use it and whether it’s the right tool for your specific goals. For some people, it’s exactly what they need. For others, it’s an expensive distraction from more effective approaches to professional development.

My advice? Be honest about what you’re really trying to achieve. If it’s genuine learning and community building, there might be better ways to invest your time and money. If it’s about experiencing the spectacle or satisfying curiosity about the event, then go with realistic expectations.

The Salesforce ecosystem is bigger than any single event, and your success within it doesn’t depend on attending the largest conference. It depends on the value you create, the relationships you build, and the impact you have on the people around you.

That’s something you can do anywhere, anytime—Dreamforce attendance not required.

Carlos Siqueira is a Salesforce MVP and Product Evangelist at BeeKind LLC, specializing in helping companies increase their awareness within the Salesforce ecosystem. Connect with him on LinkedIn for authentic conversations about Salesforce, mentorship, and building genuine community connections.