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2013 Event Program
February 19, 2013
Breakfast General Session: Finding Your Place in the Residential Interactive Services Market (8:00 am – 9:15 am)
It’s no longer a question of “if” but “how.” As ESA’s recently launched industry public relations program underscores, the residential market has quickly moved to “Security+.” System sales increasingly include not only intrusion and fire alarms but also remote control of thermostats, lighting, doors and cameras, used as much for premises information collection (like what the cat is up to) as for security. With mass marketers in the space with low-cost and do-it-yourself solutions and high-end A/V contractors increasingly awake to the opportunity for lighter technology and more affordable plays, where do security integrators position themselves in the market? What solution enhancements and add-ons are coming to create opportunities for differentiation, increased margin and winning in this competitive space. This session will walk through a newly introduced market map that will help you visualize the products and services your company will need to offer to win certain types of customers.
Moderator: Brandon Savage
Speaker: Michael Pope, President, Safety Technologies, Inc.; Patrick Egan, President, Select Security
Seminar – Technology Leadership: Teaming for Success on Commercial IT Solutions (9:30 am – 10:30 am)
ESA's 2012 Target Trends Survey shows security integrators are aggressively growing their IT solutions offers to compete effectively, grow revenues and add RMR. In this session, you’ll learn how an SDM 100 security integration company is teaming with an IT managed services provider to address targeted commercial prospects with solutions that will mean accounts that yield thousands of dollars in RMR each. Is this kind of win-win scenario in your company's future? Attend the session and find out.
Moderator: John Galante, President, AE Ventures
Seminar - Executive Leadership: How to be Customer-Focused without Losing Your Shirt (9:30 am – 10:30 am)
All that buzz about customer experience improvements could sound like it would break the bank. But a customer focus doesn't mean mindlessly yielding to customer demands or investing huge sums in new programs. It means creating an experience that delights customers, which can ultimately allow you to improve your company's profits. In this session, Kristen Simmons, customer experience expert and Managing Partner of Lightswitch, will share real examples of how companies inside and outside our industry have used low-cost means to improve their customer experience — and business results.
Speaker: Kristen Simmons, Lightswitch
Seminar - Revenue Leadership: Easy and Essential Sales Reporting and Activity Tracking (9:30 am – 10:30 am)
Finding the right balance on sales activity reporting and tracking is always a challenge. Management wants visibility into sales actions and results like no other function in the company. And the measurements that are instituted aren’t just about management information; they should be designed to help the sales focus on appropriate targets with winning measures. Ideally, tracking and reporting aren’t seen by the sales team as a burden but a useful guidance that helps them maximize opportunities. In this session, we hear from both an experienced sales leader and teacher and young gun about what really works.
Presenter: Jay Stuck, VP of Sales and CMO, SecureWatch24
Seminar - Chapter Management: Apprenticeship: Training the Future Workforce (9:30 am – 10:30 am)
ESA's federally-recognized National Apprenticeship Program for Protective Signal Installers (Security and Fire Alarm Systems Installers) addresses the industry's need to remain competitive by investing in the development and enhancement of the skills of the electronic security industry.
Speakers: David Koenig, Capital Fire & Security, Inc., Tracy Dalrymple, ESA Operations Manager, Training and Certification
Seminar - Technology Leadership: Interactive Services in the Light Commercial Market (10:45 am – 12:00 pm)
Much of the focus on interactive services to date has been in the residential market, where mass marketers are playing for keeps with interactive services and independent integrators really feel the need to match or better their offers. The commercial market, however, has just as much receptivity to interactive services and better price points with less competition. In this session, we’ll show you how to translate your residential interactive services know how to the light commercial sector and begin winning larger more profitable project and expanded RMR.
Speaker: Greg McLochlin, Honeywell
Seminar - Executive Leadership: Sourcing High Quality Human Capital: Where to Find Tech, Sales and Administrative Talent (10:45 am – 12:00 pm)
With the market heating up, the age-old question of where and how to find talent is back near the top of management challenges. And it’s not all one flavor. You need to fish in different ponds to find your tech, sales and administrative talent and you need different bait and incentives to complete the acquisition. In this session, you’ll get both a batch of best practices and a look at emerging information-age resources for tackling this critical management challenge.
Moderator: Shannon Murphy, VP of Sales & Marketing, ESA
Panelist(s): Laura Lacomble, Senior Human Resources Manager, RFI Communications and Security Systems; Jay Stuck, VP of Sales and CMO, SecureWatch24; Pam Petrow, CEO & President, Vector Security
Seminar - Revenue Leadership: Must-Do Digital Marketing & Lead Generation Programs (10:45 am – 12:00 pm)
Most security integrators are taking the plunge on professional website development and maintenance, email marketing and some level of social media. The goals? A simple and practical general awareness and interest for your company’s products and services among both customers and prospects…generate leads. In this session, ESA Sales & Marketing Professionals Group vice chair Lisa Matthews leads a panel of ESA SMPs and digital marketing resources to outline the essentials every security integrator should be executing.
Panelist(s): Lisa Matthews, Marketing & Communications Coordinator, Safety Technologies; Erica Wood, Chief Security Officer, American Fire & Security; Jeff Martin, President, AVS Systems
Seminar - Chapter Management: Day to Day Operations of a Successful Chapter (10:45 am – 12:00 pm)
This session will provide chapter management best practices, legal structuring of a chapter and day to day operational procedures. Perspective will be offered from an ESA Executive Director on the day to day operations of a chapter.
Speaker: Jean Novy, Executive Director – Wisconsin Electronic Security Association and Kentucky Electronic Security Association
Luncheon General Session: State of the Art in Retail Security & Complementary Technology Solutions (12:00 pm – 1:30 pm)
Retail consistently ranks in the top three vertical commercial markets served by ESA members. It’s a market energized by constantly evolving threats and criminal tactics along with the rapid introduction of new security technologies to address the threats. It’s also unique in the related opportunities it presents to security integrators in IT categories like automatic data capture, data security and secure transaction processing and business intelligence categories such as the use of IP camera systems and analytics for merchandise and customer service analysis.
Moderator: Tom LeBlanc, Editor-in-Chief, Commercial Integrator Magazine
Panelist(s): Steve Paley, President, Rapid Security Solutions, LLC; Dan Briggs, Vice President, Business Development, MSA Systems Integration; Don Childers, Director of Technical Training, Alarm South/Security Central
Seminar - Technology Leadership: State of the Art in Video Verification and Video Alarms (1:45 pm – 3:00 pm)
For two years, ESA’s annual MegaTrends survey has pointed to consistent strong expansion of video verification with traditional alarm sensing. Now that the technology and techniques are relatively widely deployed, we take a look at integrators who are doing the best job of configuring systems for reliable verification, responding effectively at the central station level and doing the best job of selling this feature enhancement to end-users.
Speaker: Morgan Hertel, Rapid Response Monitoring Systems
Seminar - Executive Leadership: Leading Organizational Change on Technologies, Products, Services and Culture (1:45 pm – 3:00 pm)
The security industry has never experienced an era of more rapid and fundamental change than today. Technology and business model evolution are driving the need for transformation in staff composition and skills. For an industry that’s resisted change for so long, it’s a shock and a challenge. In this session, you’ll hear the insights of executive peers. What are the top issues? What’s the conceptual framework they are using to address them? And, most important, what techniques are they using to win company-wide support and engagement for change?
Speakers: Dee Ann Harn, CEO, RFI Communications and Security Systems, ESA EMP Chair; Sam Fiske, General Manager, Smoky Mountain Systems; Joe Nuccio, President and CEO, ASG Security, ESA ILG Chair
Seminar - Revenue Leadership: Sales Team Compensation & Incentives–Plans that Work (1:45 pm – 3:00 pm)
Compensation and incentives are important ingredients in the magic elixir you serve your sale team to achieve your company’s desired growth. In this session, you’ll learn what’s working from industry leaders and get a first glimpse at the ESA Sales & Market Professionals Group first ever annual compensation survey.
Speaker: Bob Ryan, Senior VP, Sales and Marketing, ASG Security
Seminar - Chapter Management: Dissemination of Information (1:45 pm – 3:00 pm)
This session will discuss various mediums to disseminate information and tips for using each. Tactics of press releases, e-blasts, newsletters and direct mail will be discussed as well as targeting specific audiences with a call to action that is appropriate for that audience. Additionally, building distribution lists and tracking responses will be covered.
Speaker: Kevin Lehan, Executive Director – Illinois Electronic Security Association, Public Relations Manager for EMERgency24
Seminar - Technology Leadership: Beyond IP & LANs to Cloud Based Architectures–New Tech Proficiencies Required (3:15 pm – 4:30 pm)
Just when you thought you knew everything you needed to know about networks, the technology revolution takes us from local area networks to the cloud…and an increasingly eclectic cloud it is. This executive level session will provide an overview on how to architect networks with the appropriate routing, application performance, and security technologies for the cloud. In addition to looking at fixed, at-premises networks, we’ll cover mobile connections to the cloud. Attend this session and get a better sense for the new network knowledge and proficiencies you’ll need to cope with the next big tech change.
Speaker: Don Childers, Director of Technical Training, Alarm South/Security Central
Seminar - Executive Leadership: Valuations Update–New Products & Services Transform the Account Valuation Landscape (3:15 pm – 4:30 pm)
RMR-based offers of home and building control, video and access control are still relatively new and the security industry’s financial analysts are still sorting out valuations based on account longevity and profitability. This session offers a snapshot of where we stand in these categories and explains where the consensus is forming on key metrics that influence account valuations up and down.
Moderator: George De Marco, Security Industry Consultant
Panelist(s): Rich Perry, Security Networks; Richard Ginsburg, G3 Capital Partners; Amy Kothari, Alarm Capital Alliance
Seminar - Revenue Leadership: Marketing to and through Responding Authorities (3:15 pm – 4:30 pm)
Most electronic security companies fear their connection to responding authorities, but enlightened players understand responding authorities can be powerful sources of leads and endorsements if you have the right relationship and marketing techniques. Learn more from the guys on the front lines of our industry’s relationship with public safety.
Presenters: Ron Walters, SIAC; Stan Martin, SIAC
Seminar - Chapter Management: Legislation and Licensing (3:15 pm – 4:30 pm)
Forget what they told you in school about the legislative process – learn how it really works! This session will touch on local and state legislation. You will learn what you need to know about being successful when proposing a bill. Methods of contacting legislators and/or local politicians will be uncovered. Members will be called to action to contact their legislators and/or local politicians!
Speakers: Maria Malice, President Arizona Alarm Association, Vice President, Cops Monitoring, Kevin Lehan, Executive Director – Illinois Electronic Security Association, Public Relations Manager for EMERgency24
February 20, 2013
Breakfast General Session: Experience The Experience Experts (8:00 am – 9:30 am)
At ESX 2012, former Mazda CMO, Kristen Simmons, introduced ESA members to the concept of tending to the customer experience as the key competitive battleground in today’s marketplace. In this panel discussion, moderated by Deborah O'Mara of Security Dealer & Integrator magazine, Kristen is joined by two other experience marketing experts from the high tech and home building/real estate sectors to help further enlighten security integrators on the need to engage in this new dimension of marketing, customer service and business planning. You won’t want to miss the insights provided by these three powerful voices on the experiential approaches to selling consumer technology services and lifestyle enhancements—the very spaces your company lives in on a daily basis.
Moderator: Deborah O'Mara, Editor-in-Chief, Security Dealer & Integrator Magazine
Panelist(s): Kristen Simmons, Lightswitch; Esther Lopez, Sr. Director of Customer Experience, Cross Country Home; Amy Westwood, Director of Technology, Celebration Associates
Luncheon General Session: ESA MegaTrends Meet ESA MegaMinds (12:30 pm – 2:00 pm)
ESA’s annual MegaTrends Survey has become a source of information on industry direction that the industry looks forward to each year. The study pinpoints trends in product and services mix, technology and applications and operational investments among security integration companies. This year’s reporting will be leavened by insights from the some of the brightest executive minds in electronic security. The chair and vice chair of ESA’s Integration Leaders Group and its Executive Management Professionals Group will provide their take on the trends, why they are happening and a look at what their companies are doing that aligns with the trends.
Moderator: Merlin Guilbeau, ESA Executive Director
Panelists: Joe Nuccio, President and CEO, ASG Security, ESA ILG Chair; Michael Pope, President, Safety Technologies, Inc.
February 21, 2013
ESA Breakfast Presentation: Honing Human Capital: New Challenges for a New Era in Security (7:45 am – 9:00 am)
Developing and managing human capital (a.k.a. staff) is one of the most critical responsibilities of company leaders. In this session, fueled by recent ESA Professional Group research studies, we’ll provide insights from industry leaders charged with executive management, operational management and sales management within their organizations as well as perspectives from the next generation of leaders on topics including:
- Sourcing and on-boarding new technical and sales staff
- Training and developing existing staff
- Cross training and other requirements associated with interactive services
- Effective compensation, incentive and recognition strategies
Hear from some of the best on what the key issues, strategies and tactics are, then dig in deeper with questions and contributions of your own.
Moderator: John Galante, President, AE Ventures
Panelists: Dee Ann Harn, CEO, RFI Communications and Security Systems, ESA EMP Chair; Dana Klesh, Owner, United Alarm; Trevor Block, Senior Vice President – Field Operations, Guardian Protection Services, ESA ISP Co-Chair; Todd Gaito, Sales and Marketing Manager, Wayne Alarm, ESA YSP Chair
ESA Industry Luncheon and Update (12:00 pm – 1:15 pm)
ESA will discuss new member benefits and initiatives as well as provide a sneak peak on new NTS courses and content under development. Learn ways you can save your business thousands of dollars by utilizing ESA's new Member Savings Program with partners that offer discounts on health services, office supplies, payroll services, gas, and many more! You won’t want to miss this!
ESA Silver Finale Reception (6:00 pm – 7:15 pm)
Sessions Eligible for Florida Continuing Education Units (CEUs)
The ESA Leadership Summit is excited to announce that many of the seminars in the program are eligible for Florida Continuing Education Units (CEUs).
The seminars listed below are also eligible for National Training School (NTS) CEU credits of 0.1 for each course.
The following seminars eligible for CEUs.
Tuesday, February 19
- Finding Your Place in the Residential Interactive Services Market (8:00 am – 9:15 am)
- Stepping Up Your Commercial IT Solutions Play (9:30 am – 10:30 am)
- Easy and Essential Sales Reporting and Activity Tracking (9:30 am – 10:30 am)
- Sourcing High Quality Human Capital: Where to Find Tech, Sales and Administrative Talent (10:45 am – 12:00 pm)
- Must-Do Digital Marketing & Lead Generation Programs (10:45 am – 12:00 pm)
- State of the Art in Retail Security & Complementary Technology Solutions (12:00 pm – 1:30 pm)
- State of the Art in Video Verification and Video Alarms (1:45 pm – 3:00 pm)
- Leading Organizational Change on Technologies, Products, Services and Culture (1:45 pm – 3:00 pm)
- Sales Team Compensation & Incentives–Plans that Work (1:45 pm – 3:00 pm)
- Beyond IP & LANs to Cloud Based Architectures–New Tech Proficiencies Required (3:15 pm – 4:30 pm)
- Valuations Update–New Products & Services Transform the Account Valuation Landscape (3:15 pm – 4:30 pm)
- Marketing to and through Responding Authorities (3:15 pm – 4:30 pm)
Wednesday, February 20
- Experience The Experience Experts (8:00 am – 9:30 am)
- ESA MegaTrends Meet ESA MegaMinds (12:30 pm – 2:00 pm)