With the Salesforce education team

Tondro Spark Madrid

Lifelong learning, student success and AI. Working live.

Name: Tondro Spark Madrid
Start: 2026-11-20T10:00:00+01:00
End: 2026-11-20T16:45:00+01:00
Location: Salesforce, Madrid

See micro-credentials sold to companies and stacked into university qualifications, follow a student from admission to graduation with the alerts that keep them enrolled, and assess where AI can help your team, with people staying in control.

For vice-rectors and directors of lifelong learning and postgraduate study, executive education leaders, student services and quality teams, and IT and digital transformation leaders.

Friday 20 November 2026·10:00–16:45·Salesforce, Madrid

Reserve your place Find your relevant sessions

Which part of the day speaks to your work?

Lifelong learning and executive education
See short courses sold to individual learners and to companies, tracked for FUNDAE-funded training, and stacked into university certificates and master’s degrees. Bring the programme that is hardest for your team to price or administer.
For lifelong learning, continuing education, postgraduate and executive education units, university foundations and corporate relations.
Explore the 10:15 lifelong learning demonstration Reserve your place
Student services, academic affairs and quality
Follow one student from application to graduation, with early alerts in the first year and the indicators your quality unit reports for accreditation drawn from the same record.
For vice-rectors for students and academic affairs, registry and student services, quality units and engineering schools.
Explore the 12:00 student record demonstration Reserve your place
IT, data and AI
See AI working on learner and student records, examine where people remain involved, and look at the choice of model behind each agent, including models that keep data inside the institution.
For CIOs, IT and data leaders, data protection officers and digital transformation leads.
Explore the 13:15 session on models and the AI Act Reserve your place

Connect the demonstration to your institution’s priorities

Your priority may be making micro-credentials pay their way now that Plan MicroCreds funding has ended, reducing first-year dropout, producing accreditation evidence without a manual exercise every cycle, or a practical starting point for AI. Use the live demonstrations to examine the processes and records behind those priorities.

Bring one process you want to improve. Come ready to discuss what information it needs, who owns each step, and where staff need to make the decision.

Agenda

Agenda, Friday 20 November 2026
Time	Session
10:00–10:15	Welcome and the Salesforce education roadmap Where Salesforce is taking the education platform and its AI. For everyone
10:15–11:45	Lifelong learning: micro-credentials after the subsidy, with agents When a company asks for training, a catalogue agent drafts the micro-credential, with its learning outcomes, credits and where it stacks, and a sales agent qualifies the company and drafts the proposal. The course goes live in the storefront, an individual learner buys it, the company’s cohort is enrolled from the order, and an agent assembles the attendance and cost record the company needs to claim FUNDAE funding. Completed micro-credentials add up to a university certificate and count toward a master’s, with the credential data held in the European digital credential format. Continuing education on Salesforce → Especially relevant to: lifelong learning, continuing education, postgraduate and executive education leaders; corporate relations; university foundations; finance
11:45–12:00	Coffee
12:00–13:15	The student record, admission to graduation, with agents One student from application to graduation, with a dropout model flagging a first-year engineering student and an advising agent drafting the outreach for the adviser to approve. Students about to repeat a subject, and so pay the higher second-enrolment fee, are flagged while there is still time. An agent assembles the accreditation evidence pack (pass, dropout and graduation rates) from the record. Salesforce as an SIS → Especially relevant to: vice-rectors for students and academic affairs, registry and student services, quality units, engineering schools
13:15–14:15	What runs underneath, and the AI Act Agentforce, Claudeforce and self-hosted models, and when the data should never leave the institution. Each agent shown that morning is classified under the EU AI Act: which are high-risk (admission and assessment are), which are not, and what each classification requires. That means transparency duties now, and the high-risk obligations from 2 December 2027. When models have to run on your infrastructure → Especially relevant to: CIOs, IT and data leaders, data protection officers, digital transformation leads, plus anyone deploying the morning’s agents
14:15–15:15	Lunch
15:15–16:00	Keynote and Q&AHeather HerreraVice President for Strategy and Innovation, San Francisco Bay University SFBU’s AI work: its OpenAI partnership and the AI-enhanced MBA Pro+, on a university that runs its student system on Salesforce. For everyone, especially leadership and strategy
16:00–16:45	Workshop: AI use case planning Each institution shortlists its first AI use cases. For each one it settles what the student record needs to support it and whether it is high-risk under the AI Act. For operational and IT colleagues from the same institution, working together
16:45	Close
17:00–19:00	Happy hour

Every demonstration runs live. Bring your questions, and a process that is not working.

Where your priorities appear in the day

Here is where each priority appears in the day.

Priority	Where you will see it
Revenue from short courses after Plan MicroCreds	Lifelong learning (storefront and company sales pipeline)
Training companies fund from their FUNDAE credit	Lifelong learning (attendance and cost recorded on each participant)
Courses that stack into certificates and master’s degrees	Lifelong learning (progress toward the certificate)
Digital credentials in the European format	Lifelong learning (credential data on the learner record)
First-year and engineering dropout	Student record (dropout model and advising agent)
Evidence for institutional accreditation	Student record (evidence pack assembled from the record)
Data protection and where models run	What runs underneath (self-hosted models)
Agents under the EU AI Act	What runs underneath (each agent classified) · Workshop
Executive education	Lifelong learning (programmes for companies on the same system)

Keynote and Q&A

Heather Herrera

Vice President for Strategy and Innovation, San Francisco Bay University

15:15–16:00

Heather Herrera gives the keynote and then takes questions from the room.

Heather Herrera is Vice President for Strategy and Innovation at San Francisco Bay University, a nonprofit university in Silicon Valley that runs its student information system on Salesforce. Her work includes SFBU’s partnership with OpenAI and MBA Pro+, its AI-enhanced online MBA, and she serves on the steering committee for the university’s reaffirmation of accreditation. Before SFBU she was chief strategy and innovation officer and assistant dean of assessment and accreditation in the School of Leadership and Education Sciences at the University of San Diego, and for nine years Executive Director of Academic Affairs at New York University’s Steinhardt School. She holds a Ph.D. in English Education from New York University.

How SFBU built its student information system on Salesforce →

Workshop

AI use case planning

Your institution, your shortlist

16:00–16:45

Each institution shortlists its first AI use cases. For each one it settles what the student record needs to support it and whether it is high-risk under the AI Act.

Practical information

Date: Friday 20 November 2026
Time: 10:00–16:45. The welcome starts at 10:00.
Venue: Salesforce, Paseo de la Castellana 79, 28046 Madrid. We send joining details to everyone who has reserved a place.
Lunch: Lunch at 14:15 is part of the day, with coffee at 11:45.
Happy hour: 17:00–19:00, after the close. Let us know on the form whether you will join us.

Hosts

Tondro Consulting implements Salesforce for universities. The Salesforce education team joins us to present the platform roadmap and hosts the day at its Madrid office.

Questions

Which session is most relevant to my role?

Lifelong learning, continuing education and executive education teams should start with the 10:15 demonstration. Student services, academic affairs and quality teams should look at the 12:00 session. IT, data and digital transformation teams will find the 13:15 session on models and the AI Act particularly relevant, and the 16:00 workshop brings operational and IT colleagues together. The full day connects these perspectives.

Where does the day take place?

At the Salesforce office on Paseo de la Castellana in Madrid. We send joining details by email to everyone who has reserved a place.

Can I bring a colleague?

Yes, and we encourage it. The day works best when operational and IT colleagues from the same institution attend together. Each person reserves their own place with the form below.

Who is Heather Herrera?

Vice President for Strategy and Innovation at San Francisco Bay University, which runs its student information system on Salesforce, and the keynote speaker at 15:15.

What do you do with my details?

We use them only for this event. We do not add you to a mailing list.

Places are limited.

Bring the colleague who owns the other half of the process

The day is most useful when the people responsible for the work and the people responsible for the systems can assess it together.

Lifelong learning or executive education + finance or the university foundation
Student services or academic affairs + the quality unit
IT or data protection + an operational process owner

Each person should reserve their own place.

Reserve your place

Reserve a place

Friday 20 November 2026, 10:00–16:45, Salesforce, Madrid