Dreamforce. It’s the must-attend tech conference of the year for anyone who’s anyone in the Salesforce Ecosystem. Salesforce hosted the first Dreamforce in 2003 with an attendance of 1,300 people. Ten years later, in 2013, Dreamforce was home to over 130,000 attendees, and this year, there’s talk of the event selling out with attendance closing in on 200,000. That’s almost twice as many people as those who call Aruba home. That’s some phenomenal growth! Dreamforce has had some amazing speakers over the years too. People like Michael Dell, George Lucas, Sheryl Sanberg, Gary Vaynerchuk, General Colin Powell (two different years,) and the list goes on and on. At Apttus we might define “celebrity” a little differently, so we came up with a few questions to ask each of our celebrities, and two of the questions do not have anything to do with Salesforce or Dreamforce!  So without further delay, allow us to introduce our first celebrity of Dreamforce 2016.


Celebrities of Dreamforce 2016:
Introducing Peter Coffee



Our first Dreamforce Celebrity for 2016, really needs no introduction. Most people in the Salesforce ecosystem already know who Peter Coffee is. He is the Vice President for Strategic Research at Salesforce and we asked him a few pointed questions about Dreamforce, what its like being a celebrity and life.

Oh the memories!

Apttus: How many years have you attended Dreamforce?

Peter Coffee:

    2016 will be my tenth year attending.

Apttus: In all those years, who has been your favorite Dreamforce Speaker?

Peter Coffee:

    General Colin Powell. I still remember him saying that when he was Secretary of State, he told ambassadors ‘Your job is to go parties — while your economic attaché does the most important diplomacy.’

Apttus: Which band was the most memorable?

Peter Coffee:

    Metallica – and every time I hear ‘Enter Sandman,’ part of my brain expects it to end with my voiceover introducing Marc Benioff.


colin powell

Peter Coffee's bucket list.
If I Could Only…

Apttus: If you could ask Marc Benioff one question, what would it be?

Peter Coffee:

    When will you announce your candidacy for President of the United States?

Apttus: What is the number one thing on your bucket list?

Peter Coffee:

    I would like to colonize Mars. Imagine an entire planet with no legacy infrastructure, and an extra 37 minutes every day!

Apttus: Has anyone ever asked you for your autograph?

Peter Coffee:

    Yes – but so far only on a T-shirt or an event program. No body parts yet, but every Dreamforce raises the bar.
Dreamforce – Past and Present

Apttus: What is your best Dreamforce memory?

Peter Coffee:

My 27-minute conversation with “George W. Bush” from the 2011 Dreamforce pre-Keynote interviews.

Apttus: What are you most excited about going into Dreamforce 2016?

Peter Coffee:

Blowing people’s minds with stuff I can’t talk about until after the Keynote reveal.

Address to the Nation on Immigration. Oval.

Now you know more about Peter Coffee, and perhaps even a little more about what to expect at Dreamforce. Be sure to follow Peter on Twitter. He always shares great things!

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