Generational shifts are transforming B2B buying networks and internal teams and creating challenges for traditional revenue processes. Digital native (Millennial and Generation Z [Gen Z]) buyers have distinct preferences shaped by their consumer behaviors and expectations, which often lead to dissatisfaction with outdated marketing and sales practices. Multigenerational teamwork, strategic planning, and testing new tactics can rejuvenate those outdated B2B practices. This report uses data to uncover the root cause of unhappy buyers and presents recommendations for prioritizing digital natives’ insights while leveraging the best practices of Baby Boomer and Generation X (Gen X) buyers.