Dreamforce 2027 Guide: Dates, Pass Prices & Who Attends

Dreamforce 2027 is set for 21 to 23 September at Moscone Center in San Francisco. Salesforce’s annual conference draws around 40,000 to 45,000 people in person and many more online, with keynotes, hundreds of sessions, hands-on training and a large partner expo.

Sales, marketing and service leaders are a core part of the audience, which makes Dreamforce one of the most relevant events of the year for revenue-tech vendors. This guide covers dates, passes and the audience, and how to get meetings booked before the crowds arrive.

Dreamforce 2027 at a glance


Next edition	21-23 September 2027 (2026 edition: 15-17 Sept)
Venue	Moscone Center and surrounding venues
City	San Francisco, California, USA
Typical month	September
Frequency	Annual
Attendance	~40,000-45,000 in person, plus online viewers on Salesforce+
Exhibitors	~400 sponsors/partners in the Campground
Industry	SaaS, CRM, AI agents, sales & service tech
Organizer	Salesforce
Official website	salesforce.com/dreamforce

Dreamforce in a nutshell

Dreamforce is one of the largest software conferences in the world. Salesforce uses it to launch products (lately centered on Agentforce and AI agents), and customers, admins, developers and partners come for keynotes, hundreds of sessions, hands-on training and the partner expo.

Sales, marketing and service leaders are a core part of the audience, which makes Dreamforce a natural venue for revenue-tech vendors. Thousands of side events, dinners and parties happen across San Francisco during the week.

Location and venue

Moscone Center (North, South, West) plus nearby hotels and Yerba Buena Gardens, San Francisco.

Does it change location? No. Dreamforce has always been held in San Francisco.

High-angle view of downtown San Francisco. Photo by Jamie Street on Unsplash.

Dreamforce attendee profile

Sales, marketing and service leaders
Salesforce admins, developers and architects
CIOs and digital transformation leaders
Salesforce partners, SIs and ISVs
Customers from every industry

For B2B sellers this is one of the most valuable rooms of the year. The people who set budgets and choose vendors are the core audience, not a side group, so a well-targeted list turns directly into meetings.

Going to Dreamforce with a sales target? Start with the actual list of people who will be there. Enriched profiles, CRM-ready format, delivered before the show. Contact Prospector

Target industries at Dreamforce

CRM and sales technology
AI agents and automation (Agentforce)
Marketing and customer experience
Customer service and contact centers
Data cloud and analytics
Salesforce consulting and ISV ecosystem

The sales opportunity at Dreamforce

Dreamforce puts thousands of CROs, sales VPs, RevOps leaders, service directors and Salesforce admins in one city for three days. They come to learn what Salesforce is shipping and to find tools that work with it, which is exactly the conversation most revenue-tech companies want to have.

The flip side is competition. Hundreds of vendors chase the same people, and the best meetings happen at side events and dinners booked weeks ahead. Knowing which companies are sending revenue leaders is the starting point for any serious Dreamforce plan.

Who should attend Dreamforce?

Best for: B2B teams with a clear ideal customer profile in sales, service and CRM, a defined meeting goal and someone ready to run outreach four to six weeks before the event.

Less ideal for: companies hoping to generate leads purely from booth traffic. At Dreamforce, the strongest results come from meetings booked in advance, not from walk-ups.

How much does Dreamforce cost?

Option	Price / details
Full-price Conference pass	$2,299 (2026)
Last-chance price	$1,899; group offer: $999 per person for teams of 3+
Salesforce+ online	free for selected programming
Also good to know	2027 registration opens in spring 2027
Typical cost	About $1,900-2,300 per person; ~$1,000 with group deals.

Prices change between editions and by registration date, so treat these as a guide and check salesforce.com/dreamforce before you buy.

The Dreamforce app and platform

Salesforce Events mobile app: agenda building, session reservations, AI-generated session summaries and maps.

The official app is good for finding a booth or a session. It is much less useful for prospecting: data is thin, you can’t export it, and messaging limits stop you from reaching more than a handful of people a day.

Is Dreamforce worth it?

Pros	Cons
Revenue leaders are a core audience, close to Prospector’s buyer	San Francisco hotels are extremely expensive that week
Massive side-event scene for meetings	Very large; meetings need pre-booking
Strong partner ecosystem	Heavily Salesforce-centric content
Group pricing can be cheap	Expo is crowded; standing out requires sponsorship

Getting meetings at Dreamforce

When	What to do
Early planning	Pull the attendee, exhibitor and speaker lists and score them against your ideal customer profile.
Pre-show outreach	Contact your top tier personally and your second tier with a short sequence. Aim to book meetings, not booth visits.
On site	Work from a printed or mobile list of priority accounts and use breaks and evening events for warm introductions.
Post-show	Follow up fast, share what you promised, and keep the list for next year’s edition.

San Francisco hotels sell out early for Dreamforce week. If you are hosting a dinner or side event, lock in the venue first, then invite prospects from your list with a specific date and time.

The hard part of this plan is step one: the list. That’s exactly what I do. Get your Dreamforce attendee list and spend your time on the conversations instead.

Frequently asked questions

When is Dreamforce 2027?

21-23 September 2027 (2026 edition: 15-17 Sept). Dates can shift, so confirm on the official website (salesforce.com/dreamforce) before booking travel.

Where is Dreamforce held?

Moscone Center (North, South, West) plus nearby hotels and Yerba Buena Gardens, San Francisco.

Does it move? No. Dreamforce has always been held in San Francisco.

How much does a Dreamforce ticket cost?

About $1,900-2,300 per person; ~$1,000 with group deals. See the pricing table above for pass types.

Who attends Dreamforce?

Mainly sales, marketing and service leaders; salesforce admins, developers and architects; CIOs and digital transformation leaders; salesforce partners, SIs and ISVs.

Can I get the Dreamforce attendee list?

Event organisers rarely sell attendee lists. Prospector builds one for you from the event app and website: attendees, exhibitors and speakers, enriched with job title, company, company size, industry, LinkedIn profile and work email where available, delivered as a CRM-ready file before the event. Ask about Dreamforce here.

Get the Dreamforce attendee list

Whether you are exhibiting or walking the floor at Dreamforce, the teams that win are the ones who arrive with meetings already booked. Get in touch through Prospector and I’ll put together the attendee list for your event.

Photo credits

Cover image: Photo by Teemu Paananen on Unsplash
In-article image: Photo by Jamie Street on Unsplash

Sources

Event details were last checked in October 2026. Dates, venues and prices can change, so confirm them on the official event website.