INNOVATOR PROFILES
65
DAVID GRIFFITHS Job title VP global sales Company Datapath Limited
How did you get into AV? I consider myself lucky to have started my career over three decades ago as a technical support engineer with a projection systems manufacturer. Progressing from technical support to project design, I eventually transitioned to the sales team. What are you currently working on? In my role as vice president of sales, my current primary focus revolves around developing effective go-to- market strategies and capitalising on the success of our latest solution, Aetria. Aetria stands as Datapath’s comprehensive integrated solution that’s tailored for the seamless design, management and operation of control rooms that can vary in scale. I actively engage with partners and customers in the market, ensuring a hands-on approach to understanding and meeting their needs. In essence, my role goes beyond traditional sales duties. It is a dynamic fusion of strategy, market immersion, customer advocacy and product evolution. Every single day presents a new opportunity to not only drive revenue growth, but also empower customers with solutions that propel their control room environments into the future. Favourite project? It’s always a challenge to pinpoint just one project from my extensive experience, given the multitude of opportunities I have been fortunate to be a part of. I could cite projects based on their sheer scale or revenue value, as these are often indicators of success. Yet, there’s unique satisfaction from those control-room projects that stay somewhat hidden from the limelight, and will only occasionally surface for recognition. In those moments, I can proudly gesture at the screen and say, ‘I was involved in that’. However, my favourite type of project holds a different charm altogether. It’s the kind where you immerse yourself deeply in the end user’s world, forging a connection that allows you to truly understand their preferences, dislikes and the exact specifications they desire in a system. This intimate engagement provides invaluable insights into the core challenges faced by the end user. By understanding these challenges first-hand, you’re not merely delivering a solution – you’re crafting a tailored response that addresses their precise needs. It’s in these projects that the essence of problem-solving shines brightest. Every aspect, from the initial design phase to final implementation, is
guided by a profound understanding of the end user’s perspective. What exactly does the future hold for the AV industry? The industry’s embrace of AV/IT integration is becoming increasingly pronounced with each passing day. This convergence of audio-visual and information technologies is not just a trend; it’s a transformative force reshaping the market landscape. As new technologies emerge, they inevitably disrupt the existing norms – pushing boundaries and presenting novel possibilities. However, with innovation also comes challenges. Each new technology, while promising advancements, brings along its own set of limitations and hurdles to overcome. This dynamic environment requires constant adaptation and ingenuity from industry players. Amid this backdrop, the quest to deliver superior products and solutions persists. Companies will be driven by a relentless pursuit of excellence, spurred on by the demand for cutting-edge solutions that meet the evolving needs of customers. This drive for improvement propels the industry forward, creating a ripple effect of innovation and opportunity. It is a thrilling time for professionals in the AV/IT space. The pace of advancement opens doors to all kinds of new possibilities and avenues for growth. The expanding industry horizon offers a wealth of opportunities for those ready to seize them. From the development of smarter, more efficient systems to the creation of immersive user experiences, the potential for innovation truly knows no bounds. What advice would you give to someone starting a career in AV tech? Embrace flexibility, as each day offers a chance to expand your knowledge. In the AV industry, you’re part of a vibrant community where you’ll meet a diverse array of talented individuals. There’s a wealth of learning opportunities from these industry experts, many of whom will continue to shape the AV landscape. You’re likely to cross paths with them again, in different roles and settings, throughout your career.
It’s a thrilling time in the AV and IT space. The pace of advancement opens doors to all kinds of new possibilities”
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