Martin Boyd on Electrification, Dealer Evolution, and Building the Future of Material Handling

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 happening 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 the way he approaches 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 into consultative partners, how automation adoption 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. Martin on Linkedin Chapters [00:00] Why automation must be simple and purposeful [02:46] MODEX, automation trends, and the Big Joe vision [06:40] Martin's 34 year journey through material handling [10:06] Why he joined Big Joe and what drew him to the mission [14:25] Big Joe's evolution from niche player to electrification leader [17:34] The rise of lithium and the shift from IC to electric [21:21] How automation and electrification work together [24:55] Why dealers must evolve beyond transactional selling [28:34] Integrated lithium and changing the dealership model [31:22] From engineer to CMO and lessons in leadership [35:55] Building teams, culture, and embracing failure [39:16] Giving back through veterans and dementia support [42:17] Load It or Leave It [45:45] Why Martin would choose material handling all over again