We are proud to feature Dr. Andreas Hochberger, Senior Vice President Corporate Marketing at Eppendorf, in our Amazing Speaker Interview series for The MarTech Summit Berlin 2026. With over three decades of global experience in the life sciences industry, Andreas brings a unique blend of scientific depth and commercial leadership. At Eppendorf, he leads brand management, central marketing services, and the company’s MarTech infrastructure, driving alignment across marketing, sales, and product teams. He will be joining the Panel Discussion | [Cross-Functional Collaboration] Breaking Silos for Revenue Growth through Aligning Marketing, Sales, and the Customer Journey, offering insight into how large B2B organisations can foster collaboration and build scalable systems for sustained growth.
About Eppendorf
Eppendorf is a leading life science company that develops and distributes instruments, consumables, and services for laboratories around the world. With a strong reputation in the biotech, pharmaceutical, and academic sectors, Eppendorf supports scientific breakthroughs by providing high-quality and innovative solutions across liquid handling, cell handling, and sample preparation. The company’s global marketing function continues to evolve through data-driven strategies, modern MarTech adoption, and a deep focus on brand and customer experience.
Quick Q&A with Dr. Andreas Hochberger
Could you please give us a quick introduction of yourself?
My name is Andreas, and I’m the Head of Corporate Marketing at Eppendorf in Hamburg, Germany. We are a leading provider of Instrumentation and Consumables for Life Science Laboratories, a very specific B2B sector. I am a trained Scientist (PhD in Molecular Biology), but have been working in various commercial and management roles, including Marketing, for more than 30 years with 4 different companies and in 3 countries. In my current role at the company HQ, I am responsible for all Brand management topics, Central Marketing Services, and the technical foundation of Marketing, including MarTech, CRM, Marketing Automation, our website, and eCommerce platforms.
Why did you choose to participate in this summit?
In my actual role, the majority of activities are centred around MarTech-related tools, processes, and concepts, even for Brand-related topics. It is important to stay up to date, given the enormous pace of this field, especially due to AI. Furthermore, the exchange with peers from other industries is always inspiring and helpful to get new perspectives and ideas and to calibrate my own daily challenges.
In the life sciences sector, scientific depth and commercial speed often need to co-exist. How do you align product, marketing, and sales teams when they come from very different mindsets?
Currently, the sector is under some pressure due to geopolitical challenges, the impact of AI, and general shifts in the healthcare industry and academic funding, all affecting purchasing behaviour. Balancing proper diligence and Brand compliance with short-term activities to secure revenues is indeed an ongoing challenge. Product Management and Marketing need to be more streamlined and effective by establishing clear Centres of Excellence in both the HQ and the regional Sales Organisations. Boundaries between Sales and Marketing are getting more and more blurry. Marketing teams are now in a typical transforming and performing mode to continuously adapt and deliver.
In your experience, what are the early warning signs that silos are forming or widening, and how do you respond to course-correct?
Well, this is an ongoing battle for decades in any commercial organisation, depending on the company culture. There is always this tendency to avoid complexity by creating comfort zones in small, fully autonomous and controlled units, aka Silos. A well-positioned Vision and Mission, clear common goals, precise role profiles, and enough time for communication and exchange are key to counteract this natural tendency.
Looking ahead, what new roles or ways of working do you believe will be essential for sustaining cross-functional collaboration in the next phase of business growth?
Traditional, more generalist career pathways are getting replaced by more specialised ones. There is a stronger differentiation between the early, dark-funnel phase of the Customer Journey and the traditional prospect/leads-generating activities, demanding different role profiles. Key to success is a well-structured and easy-to-use MarTech stack, clear roles and responsibilities in the Commercial Organisation, but also an increased Brand visibility. We now need to move to an organisational design where highly specific domain expertise is well accepted. One benefit of engaging all the AI tools and getting more productivity in Marketing should be to free up time for more open discussions and creative brainstorming among teams to avoid always getting overwhelmed by the daily operational churn or the Brand being drowned in the AI-slop.
Dr. Andreas brings clarity to a challenge many global organisations face: navigating the balance between scientific rigour and commercial agility. His commitment to role clarity, open communication, and effective MarTech adoption is a blueprint for sustainable, cross-functional collaboration. As the lines blur between sales, marketing, and product, Andreas reminds us that culture, structure, and shared goals are what truly drive alignment. We look forward to hearing more from him att The MarTech Summit Berlin 2026 as he shares practical strategies for building agile, integrated teams in a rapidly evolving industry.
The MarTech Summit Berlin is back on 5 March at the JW Marriott Berlin!
We’re thrilled to announce the return of The MarTech Summit Berlin, taking place on 5 March 2026 at the elegant JW Marriott Hotel Berlin. This proven annual flagship brings together over 350 MarTech professionals for an English-speaking regional summit. The day will be packed with more than 40 carefully-vetted, industry-leading speakers, offering insights into the latest MarTech trends and facilitating peer-to-peer exchanges among forward-thinking marketers.
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Last updated: January 2026
