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You can watch all their talks through webinars online after they post them
Bowl Leader
Much easier to go at certain career levels because the conference becomes more of client relationship/sales and marketing event than it would for a developer or admin, for example.
Typically only speakers or sales reps attend. You have a good chance if your client is presenting also.
Subject Expert
Deloitte at least used to have an "ambassador" program where leadership would nominate people to go, in very small numbers, and you had to work their off site event location. I got nominated one year, was already in the Bay because of my client, but I spent a grand total of 2 hrs at Dreamforce all week because my engagement partner thought the optics of me going/others not were bad... So I spent most of the week in the office. Very frustrating.
I was on the client side and went twice. Even stayed on the infamous dream boat one year. Honestly 1x was enough.
Anyone can buy a ticket if they have the money. If you want to go for free, your employer could pay (if they’re cool) or you could apply to be a speaker and if chosen, you get a ticket.
Our practice manager, director and BD went. Pretty typical.