Entering the government technology space requires a deep understanding of compliance, an unwavering commitment to reliability and a specialized approach to partnership. For Almo Pro AV, this involves building a dedicated team designed specifically to support resellers and partners navigating the complex vertical of public sector.
At the recent E4 Experience in DC Metro, Dan Ferrisi, group director of content + editorial
industrial + tech, Emerald, sat down with Beth Dudley, director of sales for the public sector, Almo Pro AV, to gain insights into the unique nuances of government contracts and how the company is equipping its partners for long-term success.
What Makes the Government Market Unique?
According to Dudley, the public sector operates under strict guidelines and heightened expectations. Unlike corporate meeting spaces or hospitality venues, government applications often involve high-stakes scenarios where technology failure is not an option.
Subsequently, when dealing with government agencies, trust and performance are paramount. “They operate in a highly trusted environment,” Dudley explains. “If you have won a contract with the government, you can also lose it by not performing.”
Furthermore, Dudley notes that government agencies are cautious about who they partner with as they require vendors to have a firm grasp of compliance and contracting rules. Moreover, falling short can lead to severe consequences, including disbarment from federal projects. Because of these strict parameters, she emphasizes that relationships and reliability form the foundation of the public sector business.
From Dudley’s perspective, the key factors that define this market thus include the following:
- Mission-critical reliability: Integrators must offer solutions that support vital operations as the technologies required for mission-critical spaces differ from those of a conference room.
- Absolute availability: Partners must be willing to answer the phone on a weekend to resolve any urgent issues immediately.
- Strict compliance protocols: Handling controlled unclassified information requires secure, specialized operational workflows.
Why Did Almo Build a Dedicated Public Sector Division?
According to Dudley, before officially launching its dedicated public sector division, Almo handled government orders but did not employ an all-in approach. Recognizing the vast potential and specialized needs of this vertical, however, the company decided to fully commit to the sector.
Financially, the government market offers a steady stream of opportunities. “It is a steady market once you get in, so it’s always going to be profitable,” Dudley says. “There’s always contracts…even as administration changes or elected officials change, [for] they just move the money.”
To capture this market, Almo has built a go-to-market strategy centered on compliance, legal readiness and targeted marketing. By hiring specialized personnel and establishing a distinct operations structure, Almo is now a trusted partner capable of managing the rigid terms and conditions required by government end users, says Dudley.
As the team expands, the goal is to create sub-vertical specializations. As an example, Dudley notes that a dedicated team member might focus exclusively on Department of Defense contracts, which then allows them to build a deep rapport and specialized expertise within that specific subgroup.
How is Almo Equipping IT Resellers for AV Integration in the Public Sector?
Dudley observes a significant shift in the integration industry where many IT resellers are now being asked to incorporate complex AV systems into their government projects. However, she adds that many lack the specialized training required to design and deploy these solutions confidently.
Dudley then remarks that Almo recognizes this gap and provides the essential resources to help resellers succeed in their projects. “A lot of them are IT resellers first and foremost, [but] AV is now integrating in there, and they don’t have the background or the education, so they are leaning on us harder,” she explains.
According to Dudley, Almo differentiates itself by offering highly accessible, human-centric support. For instance, resellers are not routed through an anonymous ticketing system; instead, they have direct access to specialized team members. This dedicated support system includes:
- Providing on-call assistance during site visits when resellers need immediate AV guidance.
- Connecting resellers with the right manufacturer representatives for federal, state and local projects.
- Attending partner-hosted technology summits to educate IT teams on AV integration trends.
- Collaborating with specialized internal groups like the emerging tech team to deploy advanced solutions like drones.
Final Thoughts
For Dudley and her team, the ultimate reward lies in seeing the impact of their work on essential government functions. Whether it is supporting wildfire responses or modernizing national park facilities, the focus remains firmly on outcome-based selling. “There’s something about the public sector that once you start in it, it’s really hard to leave,” she says.
To learn more about product distribution, training and education, and technical support options available for the pro AV community in mission-critical environments, visit Almo Pro AV’s Public Sector site.
