8 February 2024 TB Members Calling


TB Members Calling #89 | José Luís Martín: “Be master of your silences and you will never be a slave to your words”

8 February 2024 TB Members Calling

PhD in Physics, industrial engineer and holder of a Masters in Business Administration from ESADE and a Masters in Management from IESE. José Luís Martín (Barcelona, 1955) has extensive training that complements his more than 30 years of experience in technology industries, sales and operations of major corporations. A background that makes this passionate about innovation and technology an ally in business transformation and, from the beginning of 2023, the director for Europe of the global technology consultancy Beyond Technology.


TB: What is the purpose of your project?

JL: We seek to generate well-being and significance for the ecosystem as a whole. Our engineers are fully qualified, with more than 82 certifications in key technologies, to contribute to the transformation of companies based on the implementation of new technologies in their business processes. A service, 24 hours a day, 7 days a week, 365 days a year and in more than 80 countries.


TB: Where do you see your project at the moment and where do you see it in two years’ time?

JL: We are in a phase of consolidating important alliances and partnerships that will give us strength in Europe. In two years we will be doing integrations in all corners of the continent with strategic partners such as Juniper, Amazon, VNWare or Google.


TB: A good idea you have had.

JL: Joining my experience to a company with great drive and vitality such as Beyond Technology.


TB: What is the biggest challenge you have faced?

JL: The continuing challenge of breaking down the reluctance of management teams to implement new technologies in organisations.


TB: The best advice you’ve ever been given.

JL: Be master of your silences and you will never be a slave to your words.


TB: A professional reference that inspires you.

JL: Jorge Mandujano, Chairman at Beyond Technology.


TB: On-site or remote?

JL: Face-to-face, especially for moments of truth. Remote for everything else. The hybrid world is here to stay.


TB: A startup or company.

JL: HR Bot Factory, for the integration of AI into its operating model.


TB: What do you do to unwind?

JL: Drive only for hours, preferably on a motorbike.


TB: A book to recommend.

JL: “Serendipity”, by Leslie Greenberg.


TB: A series, film or song that defines your moment in life.

JL: “Interstellar”.


TB: One recipe, one restaurant.

JL: Home-cooked meal at Casa Trampa restaurant in Barcelona.


TB: A place in the world.

JL: Barcelona.


TB: Where would you invest 100k?

JL: Half in two innovative sustainability startup projects. And the other in Bitcoin.


TB: If you were not a manager…

JL: I would be a teacher in management programmes.


TB: What is Tech Barcelona for you?

JL: It is a platform that brings together the city’s entrepreneurial ecosystem as a whole. It allows us to be in contact and understand the needs and requirements of other entrepreneurs, as well as to get to know in depth the value offer of many companies that are complementary in the value chains of our own business.