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By Tom Lansford, January 14, 2013
Dassault's Executive Vice-President for Industry, Marketing, and Communication had a successful and diverse career prior to joining the 3DExperience company. She describes herself as the non-engineer in an engineering company. In Brussels, Ms. Menghini described not only the new 3DExperience platform, but a little bit of her own experience at Dassault as well.
|Monica Menghini brings a varied background to Dassault including marketing expertise from some of the most successful consumer marketing companies in the world.|
At first glance, Monica Menghini is one of those individuals with an apparently inexhaustible quantity of talent. Our friends at Graphic Speak highlighted her varied background earlier this year. Formerly a professional volleyball player as well as a criminal investigator, Ms Menghini is a marketing professional coming from Saatchi & Saatchi and Proctor & Gamble.
The 3DExperience Platform is the successor platform to V5 for PLM and V4 for DMU. At least equally challenging from a technical view, the 3DExperience platform is taking design and engineering to a completely different place. Dassault's customer's can certainly understand directly the challenges faced in pushing the limits of designing, modeling, and simulating, but the 3DExperience platform integrates much more than the next level of these technical components. It also adds extensive information capture and presentation technologies. It aspires to provide 3D experiences for Dassault customers, but also to their customers – which includes a non-technical audience of the massive consumer markets. In this way, the marketing challenges for the PLM giant are as formidable as the scientific ones.
One of Leonardo Da Vinci's perspectives on sophistication was to point out that “simplicity is the ultimate sophistication”, and Monica Menghini draws on that position in her efforts to communicate to the world the importance of Dassault's newest platform. She admits to being the non-engineer in an engineering company and follows immediately that she is a businesswoman. The significance lies in the changes facing Dassault's customers and the means, methods, and approaches they will utilize in the coming decades to address the profitability of their businesses. The 3DExperience platform is built for them, and Ms. Menghini has the challenge of pushing this transformational message across the world.
In talking about her own experiences within the company, her passion shines through. While she initially could not envision being excited about non-sexy products like software, she sees that it is not an illusion that Dassault products can help their customers change the world. She is passionate about the cycle in which Dassault's new products help their customers more rapidly design and deliver better products which provide a positive experience for end customers and simultaneously reduce the impact on the planet.
You can experience Ms. Menghini's passion in the video here. Take a few minutes to enjoy the non-engineer in the engineering company.
|In this video, Dassault Systèmes Executive Vice-President for Industry, Marketing, and Communication, Monica Menghini, shares her insights on the impact of the Dassault Systèmes 3D Experience platform.|
|Tom Lansford is an analyst at CADplace. He previously managed European workstation marketing at NVIDIA & speaks 4 languages. His professional interests include graphics solutions. More...|