Executive conversations, speaking and media.
Keynotes, interviews and podcasts on industrial B2B AI transformation, agentic systems, CRM, data and enterprise change.
Speaking topics
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.
Industrial AI adoption: the decisions behind the pilot
A practitioner discussion of the publicly reported Holcim ordering pilot and the leadership questions it raises: which customer friction to address, who owns the workflow and how to judge adoption. The session distinguishes reported pilot results from assumptions about scale and asks what must be in place before another business adopts a similar approach.
Audience: Industrial executives, commercial leaders and transformation teams
- Choose a workflow from a customer problem.
- Define ownership, human escalation and an adoption measure.
- Separate pilot evidence from a rollout business case.
The executive AI mandate: value, ownership and operating change
A working session for leaders defining an AI transformation mandate. Participants connect strategic priorities with investment decisions, workflow accountability and organisational change. A practical mandate checklist makes unresolved decisions visible before a team commits to delivery; it can also guide an executive search brief or a leadership review.
Audience: CEOs, executive committees, boards and transformation sponsors
- Translate ambition into a business mandate.
- Agree decision rights and accountable owners.
- Review value, adoption and operating risk together.
From AI ideas to investment choices: a process-first portfolio
An executive workshop using AI Opportunity Map to compare AI proposals with automation, process redesign and other interventions. Participants map an operating problem, make assumptions explicit and choose a small experiment with a baseline and review point. The method is a decision aid rather than a promised result or an automated investment recommendation.
Audience: COOs, commercial executives, AI portfolio owners and business unit leaders
- Find opportunities in work people actually perform.
- Compare AI with simpler interventions.
- Set a baseline, owner and decision threshold for the next experiment.
Media kit
Juan Beltrán is an industrial B2B AI transformation executive based in Zug, Switzerland. He brings more than 17 years of experience in global industrial companies, including ABB and Holcim, and currently leads digital marketing for a global energy technology business. His work connects commercial strategy, CRM, data and AI with operational adoption. His Holcim work has been featured by McKinsey and Salesforce. He is the author of AI Opportunity Map, a process-first method for comparing AI and operational improvements.
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.
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.
On this page
- Using generative AI to deliver cement at Holcim
Interview about the autonomous AI ordering assistant for Holcim's construction customers and the adoption results reported for the Spanish pilot.
- Holcim's digital transformation journey with Salesforce and AI
Conversation about Holcim's customer journey, Salesforce and commercial data. Salesforce's accompanying article was published on 27 August 2025.