To paraphrase the Chinese philosopher Laozi (very loosely), “The conference of a thousand sessions begins with a single step.” And that step, of course, is planning. To make the most of Dreamforce with its 2,700+ events, 170,000 attendees, and hyper-abundance of opportunity, you’ll need a strategy. According to the Harvard Business Review, the best approach is to only pick sessions that fulfill one of your objectives—be that to meet, teach, or learn. So with that in mind, what are your goals this year?

If you just so happen to be among the 63 percent of marketers and a majority of salespeople who recognize video as their top-performing channel, I have some great guesses at where you’ll want to be, and I’ve made you a list.

3 must-attend Dreamforce events for true video believers

1. Get your alignment on

Whether you sit on the sales or marketing team, you should be on the hunt for alignment ideas this year. Why? Because if you want to be successful with video, you’re going to need the other team’s support. You must assemble a highly cooperative cross-functional team who’s there to record clips, provide support, and contribute ideas. But how do you actually execute on that?

According to marketing expert Matt Heinz, your answer to alignment may be account-based marketing (ABM). It’s all about “working together with a shared set of expectations” and agreeing upon a definition of success. Cooperation of this sort leads to outstanding video sales and marketing results.

To learn more, join us on Tuesday. But be warned—there only a few seats left—reserve yours ASAP.

Panel: Sales and Marketing Alignment – From Urban Legend to Making You a Legend
Tuesday, November 7th 10:15 – 11:00 am PT
Dreamforce Breakfast Lounge at the Paramount Lounge (3rd and Mission)
Save Me a Seat!

2. Get your video on

With a well-oiled and well-aligned team in place, it’s time to talk video strategy. If there’s one point I’d like all marketers and salespeople to take home this year, it’s that there’s no one-size-fits-all video. There are different types for every goal, channel, funnel stage, budget, and audience. In short, you must personalize your videos to your viewers, and we can teach you a few powerful ways to do that at scale.

To personalize like a pro and see how top video-enabled sellers and marketers get 300% higher engagement, join us Wednesday:

Talk: Use personalized video to 3x your response rates and wow your customers
Wednesday, November 8th 2:00 – 2:20 pm PT
Moscone South, Partner Theater 3
Bookmark this event.

3. Get hands on

Come by our booth and get a hands-on demo of the world’s top video platform for marketing sales! Our team lives and breathes video sales and marketing, we’d be overjoyed to help you troubleshoot your funnel:

Vidyard will be in the South Hall at booth 1814 and 1816 at any time during the Cloud Expo.

4. Get your sales on

Think you have your sales video strategy on lock? Then turn your attention to preparing for a near future where artificial intelligence (AI) plays an integral role in the sales process. The release of Salesforce’s Einstein, which delivers outreach recommendations, is only beginning. Join sales expert John Barrows and Trish Bertuzzi of The Bridge Group, and more to discuss the impending impact of AI on you, your process, and most importantly, your quota.

Sales Summit: AI – Friend or Foe to Sales?
Monday, November 6th 11:00 – 11:40 am PT
San Francisco Marriott Marquis Hotel, Yerba Buena Salon 7
Bookmark this session.

5. Get your marketing on

Marketers, you’ve got your video down and your alignment on lock. Do you now focus on ABM, AI, or UX? What about CX, influencer marketing, or personalization? And of course, what of chatbots, UGC, and story scaping? Well, first, first thing’s first: slow down and get a grip. Focus your Dreamforce agenda with a Monday morning recap of all that’s to come, and use it to decide what’s really going to matter most to you:

Talk: State of Marketing: Insights on Top Trends for 2017 and Beyond
Monday, November 6, 11:00 – 11:40 AM PT
Palace Hotel, Gold Ballroom
Bookmark this session.

See, that wasn’t so hard, was it? If you can take one step, you can take two, and before you know it, the journey of a thousand steps will take you one big leap forward toward your sales and marketing goals.

Want more events? Learn about everywhere you can Vidyard and video believers throughout Dreamforce.

Safe travels and we look forward to seeing you in a few weeks!

Tyler Lessard