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Millennials and the B2B Sales Industry [Study]

Millennial Survey

By 2025, the vast majority of the workforce will be comprised of Generation Y, also known as the Millennials. In order to compete in today’s global economy, employers will need to have a comprehensive understanding of Millennials in the workplace.

That is why at Peak Sales Recruiting, we wanted to gain a better understanding of the Millennial generation’s perception of a B2B sales career and their overall career preferences. We wanted to understand whether or not they had any interest in a B2B sales career and why, what attracts millennials to a certain job, and their workplace preferences.

The 2016 Millennials in the Workplace: Transforming the B2B Sales Industry Study reveals the answers to these questions.

Here’s a few key insights. Get the complete report by filling out the form below.

Millennials’ Perception of a Career in B2B Sales


At the beginning of the survey, participants were asked to rate their perception a career in business-to-business (B2B) sales. The chart above reveals the majority of respondents had a positive view of a B2B sales career, however, an alarming 17% did not know what B2B sales was. To find out what respondents said needs to be done to improve a negative perception, download the full study below.

Millennials Who Would Consider a Career in B2B Sales


As demonstrated in the pie chart above, the majority of respondents (62%) would consider a career in B2B sales. Following this question, respondents were asked to comment why they would or would not consider a career in B2B sales. The most common answers are revealed in the full study.

Millennials’ Top 5 Considerations When Choosing a Job


Participants in the study were asked to rate 21 items from most important (5) to least important (1) when considering a job opportunity. Each answer was given a point value and the sum of those points were converted into a mean number. The chart above reveals the Millennials’ top 5 considerations when choosing a job.

Work Preferences: Communication, Location, and Motivators

Study participants were asked to indicate their workplace communication, location, and motivational preferences. The results revealed that Millennials are seeking employers who are prepared to forgo traditional workplace arrangements and change their day-to-day operational practices.



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Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless. Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner. He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.