Industrial B2B AI Transformation Executive
I lead AI transformation at the intersection of enterprise strategy, commercial operations and organisational change, turning promising AI use cases into capabilities the business can run and measure.
Biography
Juan Beltrán works at the intersection of enterprise strategy, commercial operations and organisational change. Over more than 17 years in global industrial companies, including ABB and Holcim, he has focused on connecting digital and AI initiatives with the people, processes and business decisions needed to make them useful.
He currently leads digital marketing for a global energy technology business. His foundation is commercial transformation: CRM, customer journeys, enterprise data and the operating workflows behind sales and marketing. At Holcim, he led strategy and delivery for an AI-assisted ordering experience for construction customers. McKinsey published an interview with him about the Spanish pilot in February 2025; Salesforce has also featured his perspective on Holcim's digital transformation.
Juan is the author of AI Opportunity Map, a process-first method for comparing AI with other operational interventions. He publishes executive essays, decision tools and clearly labelled product concepts on this website. He is based in Zug, Switzerland, and works in English, Spanish and German. His writing and speaking reflect his personal views.
Leading digital marketing for a global energy technology business; 17+ years in global industrial companies, including ABB and Holcim.
Zug, Switzerland · English · Spanish · German
Enterprise AI transformation
Connect business priorities with an AI portfolio, clear ownership, adoption and measurable operating outcomes.
Commercial and customer transformation
Bring CRM, data, sales and marketing decisions together around the industrial customer journey.
Executive and advisory conversations
Discuss transformation mandates, investment prioritisation, governance and execution with leadership teams. Advisory work is considered in a personal capacity, subject to availability and employment compatibility.
Public evidence
- McKinsey & Company: Using generative AI to transform customer experience
Published interview about the Spanish ordering pilot. The pilot figures are reported outcomes within that scope.
- Salesforce: Holcim's digital transformation journey — with Juan Beltrán
Published conversation about Salesforce, commercial data and AI in sales excellence.
Evidence and scope
Spanish pilot with construction customers
Figures as publicly reported in the interview for that pilot scope. They are not an independent audit, a benchmark, or a guaranteed outcome elsewhere.
- Digital ordering adoption reported moving from 25% to 93% in the pilot.
- Around 66% of initial order proposals generated by the assistant were accepted.