From BDR to Account Executive

Editor’s note: Our job on the careers blog is to pull back the proverbial curtain on what it’s really like to work at Salesforce. While we love writing these articles ourselves, sometimes the stories are best told by the people living them.

One year ago, we introduced you to Alicia Wuerth, a driven graduate from Germany who had already made bold moves across Europe, from Berlin to Lisbon, before relocating to Dublin to launch her sales career at Salesforce. At that time, Alicia had just been promoted to Business Development Representative, and her journey was only beginning.

A lot can change in a year, especially for Alicia. Since then, her job title has changed three more times, and her story has evolved in ways even she couldn’t have predicted.

In this update, Alicia shares — in her own words — how her life in Dublin elevated her career, how she built a vibrant community in a new country, and what it takes to thrive in tech sales. Whether you’re considering an international move or your first step into sales, Alicia’s journey offers both inspiration and practical advice. Now let’s hear it from her:

Five years ago, if you’d told me I’d leave engineering, move from sunny Lisbon to rainy Dublin, and fall in love with tech sales …I would’ve laughed. But looking back, every twist makes sense. By sharing how I ended up as an Account Executive at Salesforce in Dublin, a city I now call home, I hope to show you what’s possible for your own journey.

From engineering to sales: my unlikely path

I come from a world of periodic tables and logic. Both of my parents studied chemistry, and I was raised to think analytically from a young age. I loved solving problems and precision, and in school, math, chemistry, and biology were my favourite subjects.

Choosing to study Industrial Engineering was a natural next step. I was fascinated by the intersection of technical thinking and business strategy. 

Looking back, my “unusual” path from engineering to sales makes perfect sense. My parents didn’t just study chemistry; they met in sales. I grew up in a household where negotiation was a daily ritual.

Want more pocket money? A later bedtime? Let’s have a chat. Sales was always there, I just didn’t call it that yet.

My first real sales job was working in a boutique during university. I loved how every customer interaction was different. I could directly influence the outcome (and my salary as well), excite someone about a product, and measure my impact. It hit me: I love this. That’s when I decided I wanted to work in sales.

I wanted a career that builds genuine human relationships while working towards measurable goals, owning my salary, and being flexible in how I achieve it. Either being a CEO or being in sales would allow me to own my own schedule. Why not both: being the CEO of my own book of business?

Chasing complexity and impact

After finishing my bachelor’s degree in Berlin (among the top 5% of my class), I knew I had the discipline and resilience to take on big challenges. But I also realised that my heart wasn’t in engineering roles. My internship at a luxury beauty company confirmed it. I worked on the sales intelligence team, where I learned how powerful data can be in shaping sales strategies.

But I wanted to sell something that challenged my mind, involved consultation of multiple strategic decision-makers, and had a measurable business impact on customers.

So I decided to pursue a Master’s degree in management with a focus on sales. This is when I discovered the tech world and fell in love with it. The tech industry is everything I wanted: fast-paced, complex, and strategic.

I wanted a place to grow a meaningful, fast-paced career, and Salesforce stood out.

Its culture of innovation, world-class learning (the reputation as being the “Harvard of Sales” is true), and challenging environment promised constant growth. The people were genuine, passionate, and collaborative.

What sealed the deal? The freedom to build beyond my role, from mentoring to improving processes. That sense of ownership and impact was exactly what I was looking for. 

Dublin: the launchpad I didn’t know I needed

At the time, I was living in sunny Lisbon. Leaving behind the sea, the light, and my social circle to move to colder, windier Dublin? Honestly, I was scared.

But I was also curious. Why were so many people from across Europe flocking to Dublin? I found out quickly: it’s not just a city — it’s a launchpad. Dublin is home to the EMEA HQs of so many tech giants. It has this electric, youthful energy. Everyone you meet is on a mission: to grow their career and to find community.

I call it the Silicon Docks effect. You meet people from everywhere. They’re ambitious, kind, and open. Everyone’s in the same boat, and because of that, friendships form fast.

Salesforce made the move as smooth as possible. A relocation package, help with apartment hunting, and introductions to future colleagues before I even arrived all helped. And once you’re at Salesforce, the events, the volunteer days, the after-work drinks—those moments help you land on your feet.

I never imagined I’d find so much laughter, support, and inspiration in one office. And yet, here we are!

Are you ready to grow your career abroad with Salesforce? Hear from the experiences of Pelle and Synne .

The fast track to Account Executive: What six roles in two years taught me

In just two years, I’ve moved from:

• Business Development Associate (Commercial Graduate):  My introduction to tech sales. I focused on learning how to research companies and understand business models. This was all about developing commercial acumen and laying the strategic foundation for why our solutions could help the customers.
• Sales Development Representative (SDR): Here, I became the first point of contact for potential customers. I booked over a hundred qualification meetings, asking the customer the right questions to uncover needs, challenges, and timing. I learned to listen deeply and build trust fast.
• Senior SDR: In this role, I started supporting the onboarding of new hires, sharing what worked (and didn’t), and helping them ramp up faster. I also fine-tuned my messaging, experimented with outreach techniques, and coached peers informally.
• Business Development Representative (BDR):  I owned the outbound strategy, built tailored outreach campaigns, and collaborated with AEs. It taught me consistency, strategic focus, and pipeline ownership.
• Senior BDR:  I mentored peers, ran cold calling sessions, and helped organise cross-functional events like Pipe Up Days. I also led internal enablement in areas in-demand AI skills, shared best practices, and coached new joiners.
• Account Executive (AE): I’m the CEO of my own territory. From initial discovery to closing, I own the customer relationship. I work closely with stakeholders, manage complex deal structures, and align Salesforce’s solutions to real business problems.

How did I do it? When I started to connect with senior people, they all had something in common; it wasn’t just about hitting quota. Yes, performance matters, but it’s the way you show up that makes the real difference:

Not only in chasing the pipeline but also in helping my team succeed. Whether it is sharing talk tracks, prepping for pipe gen days, or co-hosting enablement sessions, your impact grows when others grow with you.

I aligned with those who had walked the path before me.

I’m actively seeking conversations with top performers who have already made the transition. Their best practices, mistakes, and advice helped me fast-track my own development.

I found a mentor.

Someone who challenged my thinking, gave me honest feedback, and opened doors. Mentorship is a game-changer, especially in fast-paced environments like tech sales.

I focused on quality over quantity.

It’s not about how many activities you do – it’s about how strategic, relevant, and outcome-driven you are. One well-thought-out call or mail can unlock more than 50 rushed ones.

I mastered stakeholder management (externally and internally).

Clients are one piece of the puzzle. Managing your internal stakeholders (AEs, SEs, managers, SDRs, etc.) with clarity, consistency, and ownership makes you someone people want to work with.

I prioritized staying ahead with technology.

Working in tech means being at the forefront of innovation, and that’s one of the things I love most about my role. As the #1 AI CRM, Salesforce gives us access to cutting-edge tools that truly transform how we work.

I’ve integrated AI into my daily routine, using it to simplify admin tasks and focus more on what really matters: my sales strategy. With Agentforce, our agentic AI platform, I’ve evolved how I work with the support of digital labour. Learning how to get the most out of each new technology like this isn’t just exciting, it’s a core part of my job.

In the end, Salesforce always highlights it: performance opens doors, but mindset, collaboration, and value creation keep them open.

If you’re working toward your next step, stay curious, stay coachable, and always find ways to make life easier for the people around you. That’s leadership, regardless of title.

Alicia Wuerth, Account Executive

But let’s be real. When I started, I was scared of cold calling. It took me five minutes to dial a number, and during the conversation, I stumbled. But I learned: people on the other end of the line are just people. And the moment I focused less on selling and more on helping, it clicked.

Now, cold calling is part of my routine. My tip? Don’t overthink it. Know your value, stay human, and just start the conversation. You’re not interrupting someone; you might actually be solving their biggest headache.

Beyond growing my career, I’ve always loved building things that bring people together and drive impact. From launching Pipe Up Days (a collaborative event with AEs + SDRs to build pipeline) and leading enablement sessions to sharing insights from Salesforce’s learning benefits, I focused on creating spaces where others could grow, too.

I supported recruiting events, hosted onboarding sessions, and organised team volunteer events, such as padel fundraisers and horse rescue volunteering.

Why? Building gives me purpose beyond the numbers. When the team grows, everyone wins, and that’s the kind of success that matters.

From teammates to best friends: Finding meaningful connections in a new country

As I mentioned before, one key element of building a successful career (and life) is surrounding yourself with the right people, especially when you are starting fresh in a new country.

When I moved to Dublin, I was excited but nervous. I didn’t know too many people, and I wanted to create genuine connections. Salesforce is the perfect place to find your community. Many others had recently relocated, like me, and there are endless events and activities to help us meet and connect. That’s how I met Bibiana, someone who’s been a key partner in my career and life ever since.

Bibiana joined my SDR team shortly after I moved to Dublin. She had also lived in Portugal, and though we hadn’t met before, we clicked instantly.

We started as teammates. Then we became each other’s coach. Then best friends. Then flatmates. And now, she’s joining my AE team! 

We’ve taken every step of this journey together: from hosting team events for SDRs, BDRs, and AEs to helping each other with onboarding and role-playing.

We’ve supported each other through onboarding, promotions, and tough days and worked side by side on strategic accounts, combining our strengths to make an impact.

One example: We once collaborated on an outbound strategy for a strategic German account. I had the structure and research; she brought the creative outreach and perfected the tone of the message. Together, we cracked the door open and booked a key meeting that led to impactful pipeline.

Our strengths complement each other; Bibiana brings creativity and energy with her background in marketing, adding a fresh perspective to our projects. I bring organisation, emotional intelligence and relentless drive.

When sales get tough (and they often do), we know how to lift each other up. We talk, laugh, cry (yes), and then go again.

The biggest lesson I’ve learned from Bibiana? Confidence is built in the doing. She’s the one who challenges me to get out of my comfort zone. She reminds me I’m capable — even when I doubt it.

Bibiana has taught me so much about resilience, self-belief, and pushing past comfort zones. She’s the person I call when I doubt myself, the one who reminds me of the bigger picture, the one who always says, “Let’s go one more time.”

Together, we’re stronger. We’ve co-built strategies, challenged each other, and made this rollercoaster journey not only bearable but beautiful.

Why Dublin? Learn more about Europe’s Tech Hub from three Salesforce sellers

The kind of leaders we needed – and we are becoming

Our shared dream? To one day lead a high-performing sales team, where people feel safe to grow, challenged to excel, inspired to show up as their authentic selves, and have fun along the way.

At Salesforce, that dream is within reach. Leadership is approachable, feedback is welcome, and you’re trusted with real ownership early on. We’ve already taken on senior responsibilities, mentored peers, and built strong networks across the org.

We want to become the leaders we once needed — leaders who empower others, create a sense of belonging, and remind people they’re never in this alone. Because when people feel supported, connected, and excited about their work, that’s when the real magic happens.

If you’re feeling scared to take the leap, don’t be. I promise it’s worth it.

If you’re thinking about joining Salesforce in Dublin, do it. The move might feel big, but so is the opportunity.Here’s what I learned: the scariest moves often lead to the biggest growth. You’ll find a city full of energy, a team that truly supports you, and maybe even your own version of a Bibiana.

Do you want to skyrocket your career in sales and grow an international network? Explore our open roles across Europe and take the next step toward your future at Salesforce.