PORTUGAL DREAMIN’ ®

Get hands-on with the new Agentforce Builder; a brand-new way to build agents that makes it easy to generate, refine, and control agent behavior in a single canvas using Agent Script. In this hands-on workshop, you’ll use natural language to create topics, instructions, actions, and guardrails, then add structure and precision with Agent Script, the human-readable scripting language that powers hybrid reasoning. You’ll work in the canvas view, get real-time help from the integrated assistant, and use the updated simulator to test and validate your agent. You’ll leave with new Agentforce Builder skills and a clear understanding of how to use AI-assisted agent development to create scalable, reliable, and secure agents across the Agentforce 360 Platform faster than ever before.

AI is everywhere—and so is the hype about the “death of SaaS.” But what’s really happening beneath the headlines, and what does it mean for Salesforce professionals? As a leader in a multinational with a large Salesforce portfolio, understanding the long-term strategy of SaaS is critical to my work. This session cuts through the noise to explore how AI and outcome-based platforms are disrupting the SaaS model. Discover how AI agents are changing business interactions, why per-user licensing is under threat, and which skills and strategies will keep you ahead. Learn to spot real opportunities behind the AI buzz—and avoid the pitfalls of overhyped disruption.

In June 2025, Salesforce launched Salesforce Channels a deeper integration of Slack into the Salesforce CRM that brings structured customer data and team conversations together in one shared space. In this session, we’ll walk through real‑world ways teams use channels to make collaboration frictionless. For example, a support rep can post a service case update in a channel tied to that case record, and the sales rep, marketing lead, and product owner can all see context and act without switching systems. You’ll hear practical tips on setting up channels, driving adoption, and designing workflows that keep teams aligned and customers at the center of every conversation helping your organization move faster and work smarter.

Salesforce has been telling us for years to move away from profile-based security. Eventually, I decided to listen—and then had to live with the consequences. In this session, I’ll share my firsthand experience migrating a mature, heavily customized org from a profile-driven security model to a permission-set-based one. I’ll explain why I made the change, how I approached it, and what happened once it was rolled out to real users. I’ll also talk about why “profile-less” wasn’t entirely possible in my case. Using Salesforce Field Service meant profiles still played a critical role, and I’ll cover how I balanced that reality with a permission-set-led design. I’ll be honest about what worked, what didn’t, and the surprises that only appeared after go-live. If you’re considering a similar move—or already in the middle of one—you’ll leave with practical lessons learned, mistakes to avoid, and a realistic picture of life after profiles.

Marketing Cloud Next promises deeper intelligence and tighter integration - but it’s not a one-size-fits-all solution. This session breaks down how Marketing Cloud Next actually works, what technical and organizational readiness is required, and real use cases where this setup delivers value. You’ll leave with a clear understanding of when MCE+ makes sense and when it doesn’t.

There are only 2 ways people become Salesforce Developers. You are either a developer already and need to learn Salesforce. Or you are a Salesforce Admin/Consultant/Architect and want to understand the full platform. If you are a developer, then everything is straightforward. But if you have never touched code... then all hell breaks loose. People recommend you "Go to Trailhead", "Do this Udemy course", "Watch that tutorial"... all of that is terrible advice. You can't become a developer off Trailhead. You can't become a developer by watching hours of YouTube tutorials. You need a different approach. And in my session I'll tell you exactly what to do so you can learn Salesforce Development in no time.

With Workflow Rules and Process Builder retired, Flow is the only way to automate Salesforce. Yet many admins feel overwhelmed, unsure when to use which Flow Type or how elements fit together. This stops admins from building needed automation. Through Admin Academy, I've trained hundreds of admins who say: "I understand what each piece does, but not how they work together or where to start." Admins need a framework that makes Flow intuitive, not intimidating. The coffee shop metaphor transforms abstract concepts into familiar experiences. Flow types become ordering methods, elements become coffee-making steps, resources become ingredients. This gives admins confidence to tackle any business process. [Event] values creative, accessible teaching that breaks down barriers. Coffee culture makes this metaphor especially resonant! The interactive format matches the collaborative spirit of community events. As Agentforce makes automation critical, Flow mastery is foundational.

Is working independently with your Salesforce skills in your future? But you are not sure how you would find clients? This session is for you! I will share the 4-step MVRK Methodology to build strong client relationships. We will cover: 1 - Your Mindset: How to go from curious to confident in your journey as an independent expert. 2 - Your Value: How to discover who your ideal clients are and how you can best help them. 3 - Your Relationships: How to help, not pitch, and build real business relationships. 4 - Your Keystone: How to balance your work and life, build a strong brand, and leave a legacy.

Over the past decade, I have implemented custom systems to manage outgoing grants for hundreds of philanthropy organizations. My digging out of pitfalls based on assumptions organizations make when they expect an online portal has made me a better consultant. In this workshop, let’s stand up a fully functional online portal (via Agentforce Nonprofit for Grantmaking) with a simple online form, from scratch, in under an hour (maybe closer to half-an-hour). I will walk through architecture decisions based on the most common requirements and why I made those choices. Our clients are usually budget-pinched with no technical expertise, but still expect to fully manage their system on their own (a fantasy, sure) but after doing this many dozens of times, I share the practical application and architectural decisions that make this successful.

Discover how Agile approaches can transform the way Salesforce projects are delivered. This session explores how prioritizing value over deadlines, getting working functionality into users’ hands quickly, and engaging stakeholders throughout the process can boost adoption and impact. Attendees will leave with practical strategies for making projects more collaborative, adaptive, and effective, ensuring work delivers measurable results that impress both users and the business.

Data is critical to your business, and good data is vital to any AI project. But how do you define your data governance process and maintain it over time? Join me as we explore a custom app that helps you define and maintain good data quality right inside your Salesforce environment.

Are you a Salesforce Admin or Developer looking for a positive change in your career? The leap from managing orgs to managing a business is thrilling, but the path is filled with unknowns. Join Salesforce expert Matt Kaufman to discover how to navigate the transition from employee to entrepreneur. Drawing on 20 years of experience founding and growing MK Partners—one of the ecosystem’s longest serving consultancies—Matt will share the unvarnished truth about building a business in the Salesforce world. Whether you want to launch a specialized consultancy or build the next big AppExchange solution, this session covers the essential roadmap for you.

In a world of AI and hyper-personalisation, it’s easy to forget that the strongest Marketing Cloud Engagement instances are built on simple, boring fundamentals. From my work across multiple complex MCE setups, I’ve seen the same pattern again and again: most “technical” problems come from missing foundations. This session focuses on the five pillars that truly matter — data, content, automation, retention, and security — and how getting them right is the difference between a smooth-running platform and constant firefighting. Learn how to stop fighting your instance and start scaling it with confidence.

Most Screen Flows are designed as linear wizards: a rigid sequence of "Next, Next, Finish." But real work isn't linear. Users need the flexibility to jump between tasks—like editing a specific Quote Line Item, then updating a Discount, without losing their place. In this session, we will break the "Next" button habit. We will learn how to design "Flow Dashboards"—single-screen command centers that act like mini-apps. We will explore the "Hub and Spoke" navigation pattern, using buttons and datatables to launch specific actions and return the user exactly where they left off. Stop building rigid wizards and start building interactive, non-linear experiences that your users will actually enjoy.

Your architecture career doesn't have to follow a traditional playbook - and in the agentic era, it probably shouldn't. This candid session explores unconventional paths to enterprise architecture success and what they mean for your future. Discover how to cultivate the growth mindset that transforms good architects into trusted strategic advisors, develop executive communication skills, and build knowledge-sharing communities that amplify your impact. If you're an aspiring architect, career transition, or just curious about the evolving role of an architect, this session offers honest insights and actionable guidance for thriving in the agentic future.

Agentforce provides a default and simple UI to interact with it, but some specific use cases may benefit from a dedicated interface. Combine the power of LWC and Agentforce to simplify interaction with your Agents.

AI built it. Should you deploy it? The critical questions aren't "does it work?" but "is it well-architected?" Learn to evaluate AI-generated solutions through Salesforce's Trusted/Easy/Adaptable framework: Does it protect stakeholders? Deliver value sustainably? Evolve with business needs? See real failures where AI created functional disasters, and develop the critical thinking patterns that catch architectural problems before production.

Today, “Marketing Cloud” in Salesforce doesn’t mean one product - it means several clouds, overlapping capabilities, and a rapidly evolving ecosystem that can be hard to navigate. Salesforce Marketing Cloud is an ecosystem that’s evolving fast. New names, new capabilities, AI everywhere… and a lot of big questions. What is “the new Marketing Cloud”? How do the pieces fit together? And what does this shift actually mean for marketers and CRM teams? In this session, we’ll cut through the noise and make sense of the transformation. You’ll get a clear picture of today’s Marketing Cloud landscape, understand what agentic marketing really means, and see what the new Marketing Cloud looks like in practice. Join this session to get a fresh perspective on Marketing Cloud, walk away with more confidence, and maybe even with... a little excitement ;)

Approval processes have been around for a long time, enabling Salesforce professionals to create multi-step processes to control how records are approved. With the new Salesforce Flow Approval Processes, users now have a more flexible and powerful alternative that integrates seamlessly with other flows, enabling the automation of complex business processes. Learn how to create a Flow Approval Process, send a record for approval, and approve it.

Ready to level up? This session breaks down the path from Salesforce Admin to Architect into clear, manageable steps. Learn from a 17-year Salesforce veteran how to strategically plan your certifications, master the most challenging exams, and invest in the skills that matter most. You will leave with a plan for your professional development.

To encourage us to integrate within security best practices Salesforce has gifted customers 5 free integration licences, but are you using them? In this session we’ll get the lowdown on the setup of this licence, its associated permission set licence, as well as covering all you need to know to migrate your integrations over (including gotchas).

70% of Salesforce projects fail not from technical issues, but from human communication breakdowns. This session reveals the ‘Human API’ framework—a practical method to diagnose and fix team dysfunction using familiar technical concepts. Through interactive diagnostics and real multicultural project stories (from Mumbai to Porto), you’ll learn to identify the invisible ‘parsing bugs’ that cause teams to misinterpret messages, create conflicts, and derail implementations. You’ll discover: How the same message triggers different reactions based on personal ‘parsers’ Why cultural assumptions create communication failures A 4-step debugging process for team interactions Practical tools to document your team’s ‘API’ and prevent recurring issues Based on 17 years managing international teams and insights from Portugal Dreamin’ 2025, after speaking about 'Tamo Juntos' , this session transforms abstract team dynamics into concrete, fixable problems. You’ll leave with immediately actionable frameworks to improve collaboration and project success rates.

Stop testing one-by-one. Use Agentforce Grid to batch-test prompts, debug sessions in an AI-native spreadsheet, and scale workflows without code.

Most Salesforce teams struggle to maintain their org documentation. Over time, they become black boxes where changes feel risky and knowledge disappears when people leave. This happens because documentation is treated as an end-of-project deliverable, not a governance tool embedded in delivery workflows. When it's not useful, teams stop maintaining it. Salesforce diagrams solve this by acting as a shared visual language across departments. Organised in hierarchy, they let business stakeholders zoom out for strategy while developers zoom in for implementation, making documentation useful at every development stage. - Why diagram maps work better than text documents - Main Salesforce diagram types and when to use each - How to organize them in hierarchy: capability → process → architecture → data/automation - Maturity progression: from solo documentation to cross-department governance. Included Demo: 4-level capability and architecture maps with drill-down and cross-referencing

Revenue Operations teams often struggle with disconnected tools, manual quoting, and slow order execution. In this session, I’ll show how Agentforce and Agentforce Revenue Management (formerly Revenue Cloud) deliver a unified, agent-led Quote-to-Cash experience inside a single workspace. We’ll walk through how product catalog, pricing, CPQ, orders, and asset lifecycle work together to streamline revenue workflows, along with real-world implementation patterns from telecom projects. You’ll learn how to automate quoting and order submission using Flows and out-of-the-box CPQ Invocable Actions, and understand where standard features end and extensions begin. The session includes a live demo and practical, production-ready approaches for Admins, Developers, and Architects looking to modernize RevOps with Agentforce.

Salesforce Flows are brilliant at handling structured data—picklists, checkboxes, and dates. But what happens when users send "messy" inputs? Emails, screenshots, and PDF invoices often force Admins to rely on manual entry because standard automation simply cannot read them. Until now. Join Lead Admin Evangelist Jennifer Lee to discover how to unlock the power of Multimodal AI using Prompt Builder and Flow. We will go beyond simple text generation and build automation that actually "sees" images and "reads" PDFs. In this deep dive, we will cover: Multimodal Magic: Configuring Prompt Builder templates to accept file inputs. The Flow Architecture: How to pass unstructured data to the LLM and parse it into structured output. Real-World Application: Taking data from an image and PDF to take action on a Salesforce record. Leave with the technical blueprint to build AI Agents that handle the real-world inputs your users live in every day.

The Salesforce community across Africa is driving career growth and social impact through mentorship, collaboration, and shared opportunity. This session highlights how community-driven efforts are transforming lives by helping individuals grow into leaders while uplifting others. It emphasizes success as a collective journey, where rising together creates lasting impact.

Closing Keynote