Gen Z is entering sales roles fast and changing how leaders manage teams. In Revenue Brew, our CEO Yoni Tserruya explains why their adaptability and ability to filter out noise make them naturals for modern sales, while CROs at Toshiba and Sago highlight their tech fluency and demand for sustainable cultures.
Gen Z is no longer the “future workforce”—they’re here, and they’re already reshaping sales. Their reputation may be mixed (think work-life balance, camera-off Zoom calls, and a preference for casual culture), but sales leaders are finding real advantages in this generation’s adaptability, tech fluency, and cultural awareness.
In a recent Revenue Brew article three CROs, including Lusha co-founder and CEO Yoni Tserruya, shared how Gen Z is influencing sales teams and what leaders can learn from them.
Tech-native advantage
Toshiba America CRO Steve Sauer says Gen Z’s ability to quickly adapt to new tools makes them invaluable during times of change:
“Their learning curve is going to be much quicker on some of the AI tools we’re using. They adapt quicker. They want it. There’s never pushback on change.”
For teams implementing AI and automation, this mindset ensures adoption happens faster and more naturally.
Filtering noise, moving fast
Yoni Tserruya sees something different: a cultural competency that helps Gen Z stand out in customer-facing roles.
“If a message doesn’t land, they don’t keep forcing it, they move on and try something new,” Tserruya told Revenue Brew. “They’ve grown up in signal overload, so they’re quick to filter out noise and zero in on what matters. When they reach out, it feels personal, not just personalized.”
Adaptability and speed are their strengths. But Yoni cautions that sales also requires patience:
“The flip side of speed is sometimes patience. Sales still takes time. Even with the best data, the right signals, and all the automation in the world, some deals move slowly. The Gen Z reps who succeed are the ones who learn to balance that hunger for speed with the discipline of consistency.”
Building sustainable culture
Ashley Wade, CRO at Sago Health, emphasizes that Gen Z thrives when they feel safe, supported, and empowered to show individuality. In her view, their demand for balance isn’t a drawback — it’s a chance to reshape sales culture for the better:
“Gen Zers bring this ethos of balance and work boundaries that point toward a more sustainable way of working long term.”
What this means for sales leaders
Gen Z’s arrival in sales forces leaders to rethink old playbooks:
- Lean into their tech fluency to accelerate AI adoption.
- Channel their adaptability and cultural intuition into customer interactions.
- Balance their hunger for speed with training on patience and consistency.
- Foster environments of trust and psychological safety to unlock performance.
As Yoni puts it, sales success in the streaming era is about relevance, not repetitio—and Gen Z may be best positioned to thrive in that reality.
Read the full Revenue Brew story here.
