Scott Smith, Co-Founder of Henry North, sits down with Martin Boyd, Chief Marketing Officer at Big Joe Forklifts, to explore one of the most significant shifts in material handling today: the transition from internal-combustion equipment to integrated electric solutions. Drawing on more than three decades of experience spanning engineering, service, product management, and executive leadership roles at Hyster Yale, Toyota, Cascade, and Big Joe, Martin offers a unique perspective on where the industry has been and where it is headed.
In this conversation, Martin shares his unconventional journey from engineer to marketing executive and explains how his technical background continues to shape his approach to leadership, innovation, and go-to-market strategy. He discusses why Big Joe is betting heavily on electrification, how integrated lithium solutions are changing customer expectations, and why many organizations underestimate the complexity of transitioning from propane and diesel fleets to electric operations. The discussion also explores automation, dealership transformation, and the future role of material handling distributors. Martin explains why successful dealers must evolve from transactional sellers to consultative partners, how the adoption of automation depends on simplicity and measurable outcomes, and why the industry's next wave of growth will be driven by companies that can help customers navigate increasingly complex operational decisions.
Watch the YouTube video to learn about:
- Why automation must be simple and purposeful
- Modex 2026, automation trends, and Big Joe's vision
- Martin Boyd's 34-year journey in material handling
- Why he joined Big Joe and what drew him to the mission
- Big Joe's evolution from niche player to electrification leader
- The rise of lithium and the shift from internal combustion to electric
- How automation and electrification work together
- Why dealers must evolve beyond transactional selling
- Integrated lithium-ion and changing the dealership model
- From engineer to CMO and lessons in leadership
- Building teams, culture, and embracing failure
Listen to this episode above or on Apple Podcasts or Spotify.
Thanks to Load it or Leave it Podcast and Camp Jennings for hosting an insightful conversation!
TAGS:
