Are generational assumptions costing you revenue? |
Call me a messy millennial, but I’ve always been fascinated by the generational divide and the debates it sparks online.
For example, while researching audience behavior for a client, I learned that Gen Z participants were far more resistant to overt advertising than I anticipated, whereas Millennials were more likely to engage with the same content to maintain relevance. |
That finding led me to question how generational assumptions influence not just audience targeting, but internal sales and marketing dynamics.
Then I read Salesloft’s report, “The $56B Cost of Generational Conflict — and How AI Can Fix It.” Based on a survey of 2,000 U.S. employees in revenue-generating roles, the study estimates that generational tension costs organizations nearly $56 billion in lost productivity annually.
And the implications go far beyond channel preference. They touch trust in AI, communication habits, performance expectations, and how work itself is evaluated. So, today, I’m taking a closer look at how generational differences show up across sales and marketing, and what leaders need to understand to manage them effectively. |
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Managing generational dynamics inside revenue teams |
Salesloft’s research found that generational tension isn’t just cultural noise, but a clear signal of communication differences.
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- 60% of Baby Boomers believe Gen Z’s tech-forward approach weakens customer relationships.
- 64% of Gen Z believe resistance to technology limits innovation and costs deals.
- 70% of employees on age-diverse teams say generational friction reduces productivity, with an average loss of 5.3 hours per week.
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These findings suggest that the challenge is less about competence and more about coordination. So, here are three areas sales leaders should prioritize: 1. Define deal standards clearly.
Establish shared expectations for follow-up cadence, documentation, and buyer communication so performance isn’t judged by generational norms. 2. Train for adaptability.
Communication style should match the customer, not the rep’s age group. Flexibility wins more deals than consistency of preference. 3. Measure outcomes, not optics.
Revenue, conversion rates, and retention matter more than how work is performed. Clear metrics reduce generational friction.
🎯 The takeaway: Generational diversity can strengthen revenue teams, but only when leaders manage it intentionally rather than letting assumptions fill the gaps. |
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Generational marketing is more complex than we think |
If generational conflict is costing revenue internally, generational stereotyping may be costing performance externally.
Amazon’s generational marketing guide makes an important point: 56% of Gen X say society’s assumptions about their age group are inaccurate. And 72% say their interests define them more than their age. |
- Gen Z lives online.
- Millennials chase trends.
- Boomers prefer traditional media.
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But the reality is more nuanced. Gen X engages across both digital and traditional channels. Millennials may respond to aspirational relevance but resist overt manipulation. While Gen Z tends to reject forced trends. When we reduce audiences to age brackets, we ignore psychographics, context, and intent. What marketers should rethink: 1. Age is not identity.
Interests, motivations, and life stages often predict behavior better than birth year. 2. Medium ≠ mindset.
Just because your audience is digitally fluent does not mean they will be digitally persuaded.
3. Trend adoption varies within generations.
In my experience teaching Gen Z, many students were indifferent to emerging tech and often questioned its ethics. So, stereotypes about “chronically online” behavior or “clout-chasing” don’t hold up.
🎯 The takeaway: Your insight into generations should extend beyond just targeting “the youth”; it should focus on understanding motivations that transcend age groups. |
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“Gen Z doesn’t trust email.” “Boomers don’t understand AI.” “Millennials are cringe.” |
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The moment we turn generations into punchlines, it becomes easier to justify not liking them when we should be listening to them. |
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→ Translation: Generational differences are real, but generational stereotypes are lazy. The future of sales and marketing isn’t about making assumptions based on age. It’s about building systems that speak to each audience. |
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Faithe has spent more than a decade helping people understand the tools that move business forward. With a Ph.D. in Communication Studies, she breaks down project management, office tech, and social platforms into practical insights for sales and marketing teams. |
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