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Cam Marston Alabama
Cam Marston

Cam Marston is the leading expert on the impact of generational characteristics and differences on the workplace and the marketplace. As an author, columnist, blogger, and lecturer, he imparts a clear understanding of how generational demographics are changing the landscape of business.

Marston and his firm, Generational Insights, have provided research and consultation on generational issues to hundreds of companies and professional groups, ranging from small businesses to multinational corporations, as well as major professional associations, for over 15 years.

Marston's books, articles, columns, and blog describe and analyze the major generations of our time: Matures (born before 1946), Baby Boomers, (born 1946-64), Generation X (born 1965-79), and Millennials (born 1980-2000). He explains how their generational characteristics and differences affect every aspect of business, including recruiting and retention, management and motivation, and sales and marketing.

His first book, Motivating The "What's In It For Me?" Workforce (2005), explores the characteristics and motivations that each generation brings to the workforce and suggests management tactics applicable to any business setting. His next book, Generational Insights (2010) is a guide to the best practices in managing generational issues. Generational Selling Tactics That Work (2011) is the first book-length study of generational approaches to sales and marketing.

Marston's expertise has also been featured in the Wall Street Journal, The Economist, the Chicago Tribune, BusinessWeek, Fortune, Money and Forbes, as well as on Good Morning America and the BBC. He writes a monthly column for Business Alabama and Investment News and has been a featured columnist in Agent's Sales Journal, PROFIT Magazine and Multi-Housing News, among others. His blog tracks the latest changes and developments in generational issues and demographics.

As a consultant, Marston has provided generational insight and advice to leadership at the nation's most prominent corporations, including American Express, Fidelity, Merrill Lynch, Kellogg, Coca-Cola, Macy's, Warner Brothers, ESPN, Qualcomm, RE/MAX and Eli Lilly. He has also offered presentations and consultations for the U.S. Department of Agriculture, the Internal Revenue Service, and the U.S. Army, as well as major professional associations such as the American Bankers Association and the Million Dollar Roundtable. He is an ongoing instructor at Belmont University. Marston's presentations are informative, engaging, and often humorous. He offers concrete demographic research that is tailored to his audience. But he enlivens the data with anecdotes, tales from the real business world, attention-grabbing visuals, and quips that make the message memorable. Marston's clients consistently report that his research makes his programs relevant and his presentation style makes them interesting and fun.

Marston's insights and expertise are the product of 15 years of research and consultation across a wide range of industries as well as his own early-career background in corporate sales and research. He holds a Bachelor of Arts from Tulane University. He is a native and resident of Mobile, Alabama and a proud member of Generation X.


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  • The Gen-Savvy Financial Advisor - For decades financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946 - 1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance and other financial services. The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation's characteristics but also each generation's distinct anxieties and concerns prompted by the downturn.

    Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of "expert" is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.

  • Four Generations in the Workplace - For the first time in history, four distinct generations -- Matures, Boomers, Xers and Millennials -- are employed side by side in the workplace. With differing values and seemingly incompatible views on leadership, these generations have stirred up unprecedented conflict in the business world. Effective management of this generational divide is vital to longevity and success. In fact, it is the most important demand your company can make of its leaders.

    In this engaging presentation, Cam Marston answers these questions and more. Learn how each generation developed its core values, how that manifests in the workplace today, and why they can all not only operate alongside each other, but do so with extraordinary success. This program provides the generational insight, concrete examples and specific approaches to help frustrated managers build the individual connections needed to boost employee performance and retention.

  • Selling Across the Generations - The first rule of selling is steadfast: Know your customer. With four distinct generations playing active roles in the buying decisions of companies worldwide, that tenet is increasingly difficult to fulfill. It is no longer enough to be personable and knowledgeable about your product. To succeed in today's business climate, you need to approach each buyer with an informed generational perspective -- recognizing the underlying biases, values and expectations that pave the way to "yes." In this presentation, Cam Marston looks inside each generation's core values to identify what forms their buying decisions and gives you the understanding required to develop a solid sales process based on known generational biases and business preferences.

  • Attracting and Retaining a New Generation of Employees - Quality employees are your organization's most valuable resource. How do you find the best candidates, and how can you keep the ones you have? Who is on your "lifer list?" What are you doing to make sure they'll stay? Is it the right thing? This presentation uses best practices across industries to show how today's most competitive companies are competing for, winning and retaining their top people. It breaks down the motivations of each of the generations of employees and illustrates how companies "in the know" are using those motivations to better attract and retain their talent.
Generational Selling Tactics that Work Generational Insights Motivating the 'What's In It For Me' Workforce
Generational Selling Tactics that Work: Quick and Dirty Secrets for Selling to Any Age Group Generational Insights: Practical Solutions for Understanding and Engaging a Generationally Disconnected Workforce Motivating the "What's In It For Me" Workforce: Manage Across the Generational Divide and Increase Profits

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