Managing a multigenerational workforce is becoming increasingly important in the B2B sector. With Baby Boomers, Generation X, Millennials, and Generation Z all contributing to the workplace, companies face unique challenges in communication, collaboration, and leadership styles. Understanding how to navigate these differences is essential for creating a harmonious and productive environment.
For B2B marketers, recognizing the distinct preferences and behaviors of each generation is crucial. Different generations consume information differently, respond to various marketing channels, and hold diverse values that influence their purchasing decisions. Tailoring marketing strategies to address these differences can lead to more effective engagement, stronger client relationships, and a competitive edge in the market.
In this episode of Inside The Box, we talk with Deva Rangarajan, a seasoned expert in sales and marketing strategy. We delve into how B2B companies can effectively manage and market to different generations, discussing practical strategies for bridging generational gaps and leveraging the strengths of a diverse workforce.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
