For the eighth consecutive year, Sirocco had the privilege of attending Salesforce’s Dreamforce 2024 in San Francisco – the world’s largest AI event. This year’s conference exceeded all expectations, offering an exciting glimpse into the future of technology. With artificial intelligence (AI) taking centre stage, Dreamforce was a platform for discussing innovation, sustainability, and how businesses can capitalise on the latest tech developments. Our CEO, Laith, who was on the ground, shared his insights and experiences, which are reflected throughout this recap.
Highlights, trends, and themes
AI everywhere: The rise of Agentforce
Dreamforce 2024 was headlined by the launch of Agentforce, Salesforce’s groundbreaking AI platform. Agentforce enables autonomous agents to take on key business functions across sales, service, marketing, and commerce, transforming how businesses operate. Salesforce CEO Marc Benioff described it as “the biggest breakthrough in AI technology,” with early adopters seeing impressive results. The potential to scale operations while delivering smarter, more personalised customer experiences has never been more exciting.
In a nutshell, Salesforce Agentforce is a comprehensive AI-powered solution designed to enhance the capabilities of service, sales, and marketing teams. For customer service, Agentforce streamlines operations by automating routine tasks, offering real-time insights, and empowering agents to resolve issues more efficiently. This should lead to improved customer satisfaction and reduced service costs. In sales, Agentforce provides AI-driven agents that automate lead scoring, offer next-best-action recommendations, and optimize sales workflows. This will help sales reps prioritize leads, identify upsell opportunities, and close deals more efficiently. For marketing teams, Agentforce offers tools that automate campaign management, personalize customer journeys, and optimize marketing spend. These agents analyze customer data to deliver targeted marketing messages, improve engagement, and boost conversion rates. As you would expect, Salesforce Agentforce integrates seamlessly with your existing Salesforce platforms, making it a powerful tool for driving business growth and enhancing customer relationships across service, sales, and marketing functions.
Expanding AI solutions across industries
But Agentforce wasn’t the only AI topic. Salesforce also expanded its “Industries AI” capabilities, introducing over 100 new industry-specific features. These tools simplify complex decision-making processes and provide AI-powered insights tailored to sectors like healthcare, education, and retail. For Sirocco, this means even more opportunities to help our clients integrate AI into their business strategies, enhancing efficiency and delivering customer experiences that feel truly personal.
Data Cloud: The backbone of AI-powered insights
At the heart of AI’s transformative power is data, and Salesforce’s Data Cloud was a key focus throughout Dreamforce. Data Cloud enables businesses to integrate and analyse vast amounts of data in real time, turning information into actionable insights. This seamless flow of data allows companies to make informed, timely decisions, driving more personalised customer engagement. We would argue that processes are another key pillar for AI success. Check out our previous blog post for more info.
Marketing Cloud enhancements
Salesforce introduced exciting updates to Marketing Cloud, with the Advanced Edition designed for sophisticated customer engagement. It includes features like Path Experiment for testing content across channels and Unified Conversations for seamless SMS interactions. Tools like Einstein Engagement Frequency and Einstein Engagement Scoring help businesses optimise their outreach, while Rules-Based Dynamic Content ensures that the right message reaches the right customer at the right time. Earlier in the year, Salesforce also launched the Marketing Cloud Growth Edition, ideal for businesses looking to scale. Built on the Salesforce Core Platform and powered by Data Cloud, this edition enhances scalability and data-driven marketing strategies, enabling companies to deliver smarter, more connected customer experiences. Here’s what Laith said about SFMC:
Another highlight for me was the continued growth of Marketing Cloud. Salesforce has been investing heavily in this platform, and it’s clear why. The introduction of Marketing Cloud Growth Edition earlier this year, now followed by the Advanced Edition, both powered by Data Cloud, marks a significant step forward. It also gives Marketing Cloud prospects the flexibility to choose the edition that best fits their needs. Sirocco Group would be happy to help assess which platform aligns best with your ambitions.
Sustainability and ethical leadership
Sustainability was another key theme at Dreamforce 2024. Salesforce highlighted its commitment to ethical leadership with updates to Net Zero Cloud, a tool designed to help businesses reduce their carbon footprints. The company also announced $23 million in grants to support AI and STEM education, aligning with the broader push for responsible, inclusive growth. These values reflect Sirocco’s mission to help clients balance business success with environmental and social responsibility.
Sirocco’s Dreamforce experience – abroad and at home
For Sirocco, Dreamforce isn’t just about the latest technology – it’s about deepening relationships and fostering new ideas. One highlight for us this year was hosting an exclusive wine-tasting tour for our key clients, where we discussed their ambitions around AI and Salesforce in an open and relaxed setting. These candid conversations allowed us to better understand their evolving needs and reinforced our role as trusted advisors, not just solution providers.
Here’s what Laith said about the Sonoma trip with Salesforce & customers:
This year, I had the absolute pleasure of hosting some of our most valued Swedish customers for a memorable wine-tasting tour in Sonoma as part of the weeklong Dreamforce activities with Salesforce. As a proud sponsor of the event, my colleagues at Sirocco Group and I believe that some of the best business conversations happen when we’re not confined to the boardroom. It’s in these relaxed, informal settings that genuine connections are made, and big ideas take root.
Over a glass (or two) of amazing wine, we engaged in deep conversations about our customers’ ambitions with Salesforce and AI. Hearing their vision for the future, their bold plans, and the enthusiasm they bring to innovation was nothing short of inspiring. These open and honest discussions remind us why we do what we do – helping companies turn their visions into reality with the right technology, strategy, processes, and support. This event wasn’t really about technology but about the people behind it. It’s moments like these where partnerships are strengthened, new opportunities are uncovered, and we all walk away excited about what’s to come.
A huge thank you to everyone who joined us on the tour, shared their thoughts, and made this experience so special. I can’t wait to continue building on these conversations and collaborating on your exciting Salesforce projects ahead. Please feel free to reach out via direct message. Onward and upward!
But wait, there’s more! For our customers and Salesforce consultants who could not make the trip to San Francisco, we hosted Sweden’s only official Dreamforce Watch Party in our Stockholm offices. We went over Salesforce’s AI evolution over the last decade and discussed the opportunities that Agentforce will bring to our customers (and ourselves). We really enjoyed listening to Salesforce customers and Trailblazers how they are currently using AI in the media space and hospitality industry, and what ambitious plans they have for the future. We also got a sneak peek into the event via a live call from San Francisco with our CEO Laith. And, of course, we were watching Marc Benioff’s keynote where we learned how “Humans with Agents Drive Customer Success Together” while enjoying some drinks and pizzas.
Throughout Dreamforce, we were reminded of the importance of not just keeping up with tech trends but getting ahead of them. The insights we gained are already shaping how we help our clients leverage AI, Data Cloud, and Marketing Cloud to drive real business impact. As we return from another remarkable Dreamforce, we’re more energised than ever to help our clients innovate and thrive. Whether you’re exploring AI-driven transformations, refining your data strategy, or enhancing customer experiences, Sirocco is here to guide you every step of the way. The future is AI-powered, and we’re excited to help you navigate it!
There you have it. We can’t wait for #DF25 next year. Contact our CEO Laith if you have questions. Did you attend Dreamforce, too? What are your thoughts?
