TOP
STORIES
 1 of 5
Safety Technology Standards for Schools Outlined at ISC West
Partner Alliance for Safer Schools detailed four tiers of product agnostic life safety strategies to help K-12 districts protect against scourge of school shootings.
 2 of 5
What Obamacare Means For Your Small Business
Learn how to find low insurance prices, take advantage of tax credits and employ private health insurance within your business.
 3 of 5
Forecasts Mixed for Industry’s Economic Future
GDP growth remains slow, but there’s some level of optimism that things are (slowly) continuing to rebound. But how long will the recovery last? It all depends who you ask.
 4 of 5
#FF: Cameras That ID’d Boston Marathon Bombers Almost Turned Off
In light of recent updates in the Dzhokhar Tsarnaev trial, get another look at the technology that helped the FBI identify the suspects in the Boston Marathon bombing of April 2013.
 5 of 5
Wrigley Field Debacle a Lesson to Integrators
Open communication and working with client and other unions generally helps installers put together better projects.
Marketing & Proposals Integrator of the Year: Adtech
Sales individuals embedded in the vertical markets they pursue and a new VP of sales and marketing add up for Adtech.

Article


CEO David Gormley says Adtech’s goal is to be the most prepared integrator it can be and that must start with a sales force that’s entrenched in the market.
December 06, 2012 By CI Staff

Adtech Systems’ Sudbury, Mass., headquarters is about eight miles from Commercial Integrator’s office. So impressions of Adtech executives were very fresh on managing editor Arlen Schweiger’s mind when he returned after doing interviews for our April 2012 profile of the integration firm.

CEO David Gormley, he said, is a master of multitasking. He was able to appear fully engaged in the interview while frequently, yet politely, taking quick breaks to attend to minute operational details. Schweiger, who has interviewed his fair share of integration firm executives, was surprised at how engaged Gormley is and how he seemed to be able to go beyond the “big picture” and focus on the little things.

That characteristic probably comes in handy when marketing a company. Marketing, in itself, is often about the big picture, but proposals are very much about making clients realize that the minutia won’t be neglected.

Marketing Minutia

Adtech is known as an integration firm that caters to higher-education clients, but that label oversimplifies the $37 million integrator. It’s also focused on K-12, healthcare, corporate and hospitality markets, even doing 10 percent of its business in the residential market under its Home Entertainment Expo brand.

When pursing leads and creating proposals, sales individuals at Adtech have an advantage over some of their competitors, because they tend to specialize in their respective vertical markets. They learn how to talk the talk and anticipate the curveballs that may have caused clients to swing and miss on previous projects. Gormley says Adtech’s goal is to be the most prepared integrator it can be and that must start with a sales force that’s entrenched in the market.


Click image to view photos of Adtech’s recent installation projects.

“Success comes from having the right people internally here to make sure jobs are prepared properly, and then having good, quality PMs [project managers] in the field to keep it all together,” Gormley says. “It starts with sales. They have to hone themselves [with the technology], because when they become known as the specialist in their market place, it helps close business.”

The sales manager has weekly meetings with all of the sales reps to discuss potential projects for bidding. The sales rep then works with the engineer on the proposal, including the products and pricing, and Gormley reviews the package before it’s submitted.

Part of the key to Adtech’s success is staying on top of current events. The team follows certain websites to find out what construction projects are impending or under way, and stays in the loop with schools, architects, engineering firms and others to keep pace with what’s out there. Gormley recalls one time about a half-dozen years ago when he says it wasn’t as easy to learn when projects were in the pipeline, and he got a call from an electrical contractor asking if Adtech had a price on an upcoming high school project.

“I was like, ‘What project?’ There was no mechanism for us to know when these things were there,” Gormley says. “Today, we know long beforehand what’s coming and what’s going to be in a project … so we’re more prepared and have quotes ready.”

Proposals Get Personnel

Adtech ramped up its roster of inside sales reps to assist the busy outside sales reps with more administrative tasks. “It seems the more techs I hire, the more business is there to push them into,” Gormley says, but the last thing he wants to happen is for customer calls to go unreturned. Meanwhile, Gormley, the de facto sales manager for Adtech over the last 20 years, made the decision to hire for a newly created position, VP of sales and marketing.

View the 9 photos attached to this entry
             
View photos
Social Bookmark or Share This
  • Facebook
  • Twitter
  • Digg
  • Del.icio.us
  • Yahoo! Bookmarks
  • Google Bookmarks
  • StumbleUpon
  • Technorati
  • Reddit
  • Windows Live
  • LinkedIn
  • Evernote
  • E-mail


  • Latest
  • Blogs
  • Photos
  • Resources
Integrators, This is Your Most Important Opportunity

With NSCA and SIA's Partner Alliance for Safer Schools, AV integrators have the ability to play a role in preventing tragedies like what happened at Sandy Hook Elementary School.

Why Assistive Listening Systems Are Crucial to MNEC
When Green AV is Matter of Life or Death
Dealing with Dissenters, Trolls and A-Holes in Today’s Digital World
Kudos to InfoComm, Shame on Its Members
View more blog posts
White Paper:
Zooming In on Eye-Opening Surveillance Technologies

Demand for video surveillance is poised to intensify with cloud services, Ultra HD, edge devices, wider dynamic ranges and superior compression.

White Paper: 8 Ways To Calm a CIO’s AV Anxiety
Webcast: Inside PASS Electronic Equipment Guidelines to Safer Schools
White Paper: 5 Steps to Cheaper, Simpler Huddle Spaces
White Paper: State of the Industry Report
White Paper: An Integrator or Audiophile’s Guide to Networked Audio
White Paper: LED Light Fixtures: No Electrician Required
White Paper: The Ultimate Guide to As-a-Service
View more papers or webcasts



Recent comments

Item 9 thoughts.

When streaming ANY video, you need to consider the venue, as some systems/solutions…

Posted by Dennis on 2015 04 08 · commented on
'10 Important Considerations for HDBaseT Deployments'.

Thanks for your question, Dan. Here’s some information from Chuchla and CPIC officials that I think…

Posted by D. Craig MacCormack on 2015 04 03 · commented on
'Inside Chicago Police's Tech Strategy for Arming Officers with Real-Time Information'.

Intriguing application and deployment.  I didn’t see anything speak to how the data is actually…

Posted by Dan Gundry on 2015 04 03 · commented on
'Inside Chicago Police's Tech Strategy for Arming Officers with Real-Time Information'.

Thanks for your comment, Kaleo. InfoComm itself is not criticizing its members for not making the $2,000 commitment.…

Posted by D. Craig MacCormack on 2015 03 23 · commented on
'Kudos to InfoComm, Shame on Its Members'.