Seismic Announces The Generation Enablement Report: The Rise of Enablement’s Influence; Finds Enablement Boosts Job Satisfaction and Efficiency Across the Four Generations in Australia’s Workforce
April 16 2024 - 3:00PM
Business Wire
New research reveals 85% of Australian
enablement technology users say it gives their team a competitive
advantage
Seismic, the global leader in enablement, today released the
findings of its new Generation Enablement Report: The Rise of
Enablement’s Influence. More than 300 Australian business leaders
were surveyed to understand their enablement strategies,
challenges, and go-to-market (GTM) processes. The survey explores
how attitudes and actions vary across Baby Boomers, Generation X,
Millennials, and Generation Z. And while opinions differ on
adoption, use, and effectiveness, one thing is clear: enablement’s
influence is growing worldwide, and so is that of its leaders.
According to the report, 86% of enablement technology users say
that the desire for strategic, effective enablement has increased
over the last three to five years. And it’s no wonder why: 86%
agree the technology is integral to weathering difficult economic
times. Not to mention, 85% of enablement technology users say it
gives their team a competitive advantage, and 82% say it enhances
their job satisfaction.
Despite these benefits, sentiment toward adopting new
technologies varies by generation. In particular:
- Generation Z: These employees are the most open to new
technologies, with 96% of Australian respondents reporting no
difficulty with adoption from members of Gen Z on their team. Yet,
they also responded with the lowest enthusiasm towards artificial
intelligence (AI). When asked about their organization’s likelihood
to invest more in enablement due to the promise of AI, only 85% of
Gen Z said yes. While this is a healthy majority, it is noticeably
lower than other generations.
- Millennials: Closely following their Gen Z counterparts,
Millennials are also perceived as quick to adopt new technologies
with only 12% of respondents reporting difficulties with
Millennials utilising new tools. However, Millennials are much more
optimistic about AI in the workplace, with 82% viewing AI as a
virtual partner to them and 92% increasing their enablement spend
due to the promise of AI.
- Generation X: Despite being seasoned professionals, Gen
X encounters technology adoption challenges with 65% of survey
respondents noting Gen X has “some resistance” to new technology.
More than other generations, Gen X leverages enablement analytics
to make data-driven decisions.
- Baby Boomers: It’s not surprising that 83% of Australian
respondents reported that Boomers have resistance to new technology
and struggle the most to implement enablement technology within
their teams. Despite this, Baby Boomers are increasingly
recognizing the importance of enablement tech – 63% expressed a
preference for companies utilizing enablement tech, and 85% said it
increased their job satisfaction.
“In an era defined by rapid technological advancement and
evolving workplace dynamics, the demand for enablement continues to
skyrocket,” said Paige O’Neill, Chief Marketing Officer, Seismic.
“No matter the generation, it is clear enablement holds the keys to
the most significant challenges we see today: engaging customers,
scaling GTM teams, adopting new tech, improving productivity, and
integrating AI-powered workflows. Moreover, the data in our latest
report shows that enablement helps bring people together and is
crucial for fostering an agile, innovative workforce.”
The report also indicates that enablement continues to explode
in usage and investment, with the majority (73%) of Australian
respondents using enablement technology at work – though Australia
reported the second-lowest usage compared to respondents in the
United States, the United Kingdom, and France, with Germany at 71%.
While sales and marketing teams rely more on enablement tech
compared to other departments, with usage at 65% and 55%
respectively, this technology is no longer reserved only for those
teams – nearly all (95%) surveyed Australian companies using
enablement tech have deployed it across multiple departments. This
trend is expected to intensify in the coming years, as 72% of
respondents plan to allocate additional funds to expand enablement
programs and functions, while 57% aim to implement enablement tools
in additional departments.
“Technology, enablement or otherwise, is only as good as its
adoption,” said Patricia Peral, Senior Director of GTM Enablement,
Beeline. “As enablement leaders, one of our core responsibilities
is to ensure that those who we expect to benefit from any new
technology understand both how to use it, and the value of using it
– no matter their generation. Additionally, we must ensure that we
enable on tools not only at launch, but continuously, as people
learn and adopt at different times in their journey.”
To learn more about the defining characteristics of Generation
Enablement and dive deeper into regional and generational
differences, visit the Seismic Blog or download the full report
here.
METHODOLOGY
Seismic conducted the Generation Enablement survey online
between February 22, 2024, and March 11, 2024. It reflects the
opinions of 319 full-time employees in a sales, enablement, or
customer success role at the management level or above in
Australia, including 13% of those who have the title of VP of
Sales, VP of Marketing, Chief Revenue Officer, Chief Sales Officer,
or Chief Marketing Officer. The research was conducted at 95%
confidence with a +/- 4% margin of error.
About Seismic
Seismic is the global leader in enablement, helping
organizations engage customers, enable teams, and ignite revenue
growth. The Seismic Enablement CloudTM is the most powerful,
unified enablement platform that equips customer-facing teams with
the right skills, content, tools, and insights to grow and win.
From the world’s largest enterprises to startups and small
businesses, more than 2,000 organizations around the globe trust
Seismic for their enablement needs. Seismic is headquartered in San
Diego with offices across North America, Europe, and Australia.
To learn more, visit Seismic.com and follow us on LinkedIn, X
(formerly Twitter), and Instagram.
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version on businesswire.com: https://www.businesswire.com/news/home/20240416577779/en/
Natalie Beaulieu Communications Director, Seismic
nbeaulieu@seismic.com