Editor’s Note: This article about Integrator of the Year winner CTI first appeared on our site on Nov. 20. We updated it as of Dec. 2 with additional information.
Each year, Commercial Integrator selects an integration firm that has distinguished itself in serving its customers and making a difference, naming that company Integrator of the Year. And this year’s selection certainly meets that description! This company not only has built a long-lasting legacy in the industry for its service offerings and valued customer base but also established itself as a company that emphasizes its people over profit. For these reasons and more, CI is pleased to announce CTI as its 2024 Integrator of the Year!
In this feature, CI sits down with John Laughlin and Cathy Kelly who dive into CTI’s business acumen, core values, acquisitions and plans for future growth. The duo also underscores how CTI elevates its employees and customers through a variety of programs and partnerships, including its affiliation with PSNI Global Alliance.
Read on to learn more about our 2024 Integrator of the Year!
A Journey Back in Time
On October 11, 1988, Jane and Dennis Woodhouse conceptualized Conference Technologies, Inc. at their kitchen in St. Louis. They then grew it to a small square 2,000-square-foot facility with eight-to-10 employees within eight years and broke around $2 million in revenue once during the eight-year period. It was during this time that John Laughlin, current CEO and president, joined the company as an accountant and bookkeeper.
Composition by Emerald.
“When I joined the company in 1997, I provided accounting assistance and then started getting into sales,” he reminisces. “I learned sales from Dennis and then we started partnering up where he did most of the engineering work [for clients] while I handled most of the sales and administration work.” According to Laughlin, this got the ball rolling for the company business-wise. “We really grew from there and I eventually helped build a live events division where I would carry tools and help do the installation work,” he says.
Turning to the first acquisition, Laughlin narrates, “We were operating in St. Louis primarily, but we started getting opportunities in Kansas City. However, given our physical size at the time, we weren’t really capable of executing too far away from St. Louis.” In his opinion, the company faced logistical challenges in going the distance and providing technicians in the Kansas area which was a three-and-a-half-hour drive away. “[Nevertheless], we knew there was a need for our services in multiple locations,” he continues. “We then got the opportunity to acquire the assets of Visual Works in Kansas City, and they had built a good organization based off of selling LCD projectors.”
By acquiring Visual Works, CTI could then expand its base in Kansas City, where it could leverage Visual Works’ assets and gain additional customers in the area. “Cathy Kelly moved to Kansas City to get us up and running there, and 18 months later, Ken Jacques joined her efforts. With an impressive 29 years at the company, Ken has been here even longer than I have,” says Laughlin. It was then that the company found its footing in the AV business sphere. As Laughlin explains, “We realized we were good at this. And we had people that were good at it!”
Cathy Kelly, chief people officer (who has been with CTI since 1998), agrees, saying, “That point in time really started the growth trajectory. Towards the end of 2004, we realized we were going to start expanding more significantly.” Indeed, the company had at least one acquisition each year for the next five-to-six years. “We opened up in Omaha and then we opened up offices in Decatur, Ill.; Wichita, Kan.; and Little Rock, Ark.,” Kelly says. From her perspective, the year 2013, in particular, was the biggest year for CTI, where the team opened up five different locations in a single year.
The Strategy Behind the Acquisitions
In the last few years, CTI has made headlines for its numerous acquisitions. In fact, CI’s 2022 Integrator of the Year, Vistacom, Inc., was acquired by CTI this past year. Reflecting on this full-circle moment, Kelly and Laughlin explain the reasoning behind the acquisitions. “The strategy has evolved over the years, but the philosophical principle has remained the same,” begins Laughlin. “We’re actually looking for groups of people that want to take care of customers. We want groups of people that that have the skillset and the aptitude and the energy to execute within this industry.”
According to Laughlin, when it comes to acquisitions, it’s very common for executives to determine the P&L sheets or tax records and examine the profitability of a business from a mathematical and economical perspective. “However, we do that as the second or third stage in our process,” he reveals. “In the beginning, we start with the organizational chart where we examine who the leaders are and how long they have been with the company. We also see how they interact with employees and clients.”
Composition by Emerald.
Composition by Emerald.
From there, Laughlin adds, they ascertain if the employees will stay with CTI long enough and bring the right attitude, effort and energy to the firm. These are the people who will be incredibly successful at keeping their customers and maintaining healthy profits, he emphasizes. “So, we’re really looking for the right people. And if the org chart looks good, we go ahead and complete the acquisition,” declares Laughlin. “And it’s a strategy that’s worked for us for 25-plus years.”
Kelly chimes in, adding, “I think one of the strong points for us was that we tend to follow talent rather than just companies that are for sale.” Alongside this, she underscores Laughlin’s influence on the industry as a driving force in the acquisition process. “There are a lot of people who trust CTI and John personally, and so, when they are looking for a place for their people, we are one of their first calls,” says Kelly.
How the Acquisition Process Works
Turning to the process itself, both highlight the painstaking nature of the planning and integration. “In the first two-to-three months, we ask a lot of questions and try to be onsite,” says Laughlin. “We also build relationships, have deeper conversations and become involved with the organization.” In doing so, the team is then able to bring everyone on board and make them part of the CTI family. “Once they become part of the CTI family,” continues Laughlin, “we can better envision where we’re going and what we need to be prepared for.”
For Kelly, one of the biggest strengths of CTI’s acquisition process is the involvement of the leadership team. “They are very invested to see our company grow healthily, and they work with the new teams so that we can merge the cultures,” she remarks. In her opinion, the leadership team welcomes the challenge of integrating new people into the different departments. “They want to work in a new market and recruit talent in a new market,” she elaborates.
Kelly further proclaims that the leadership team wants, above all else, to gain new customers and see CTI grow in the AV industry. “It helps when you have an organization poised for growth and the core team is also eager [to implement the strategy]!” she expresses with enthusiasm.
Integrator of the Year CTI Emphasizes People, Tight-Knit Culture
According to Kelly and Laughlin, the people-first approach in the acquisition strategy also extends to its company culture. “One thing we’ve learned from the acquisitions and growth of the company is that we have to be serious about our culture,” says Kelly. “It is our culture that allows us to keep building on the team members.”
In fact, Kelly notes that when the new employees join the CTI fold, they first learn how to be on the same page as everyone else. “We have a one-page strategic plan called ‘CTI on the Same Page,’ where we talk about the company culture and bring it all together,” she states. “We try to show that we’re a cool place to work and that people enjoy being here.” Soon, the new teams enjoy being with their teammates and CTI ensures that everyone has adjusted over time.
“Of course,” Kelly adds, “We also take the responsibility of taking care of our customers as well as nurturing our talent very seriously.” To achieve this, CTI invests heavily in supporting education and growth opportunities for all its employees. “Being people-first means providing goals, ideas and ways to take [our] people forward,” says Kelly. “There are people who started with us at entry-level positions and 20 years later, they’re still here because they feel challenged, wear many hats and feel like they have a path to grow.” As an example, she points to Jacques who was delivering pizzas previously and then started at CTI as a technician. “Now, he’s our chief programming officer and has helped shape the technical and programming [divisions] at CTI,” says Kelly.
Education Programs at Integrator of the Year CTI
Charlie (L) and Ace (R), aka the AV-Ators, are the mascots whose mission is to pilot people towards the desired AV destination. Photo courtesy: CTI.
Diving further into the different educational opportunities at CTI, Laughlin attests that the initiative is driven by the notion of giving back. “You don’t stay and thrive in the AV industry if you’re not getting highly educated within the field,” he explains. “And this industry has been really good to me, and I truly appreciate what it has allowed for me. I want to give back as much as I can and the best way to do so is to provide access to education.” In his opinion, education is something that one should earn, and it should become part of one’s intellectual property. “There is a lot of opportunity within this industry and a lot of success you can find, but you do have to put in the work and find the right education path,” emphasizes Laughlin.
Indeed, CTI has given back to the industry through several initiatives including launching CTI University, a platform that offers degrees and certifications to CTI employees. As Kelly observes, most people accidentally stumbled into the AV industry, and very few have actually had formal training in schools or universities. “We took it upon ourselves to create our own education programs where we have different degree paths and certifications,” she adds.
Also Read: CTI’s Doug Carnell Joins #AVLivingLegends List
According to Kelly, the focus of CTI University is to help employees achieve any goal they wish — be it technical skills or overall business skills. She remarks, “We partner with manufacturers, life skill [coaches], content developers and other big companies to put their education content on the platform.” By doing so, employees have the chance to gain direct audiovisual training as well as learn about finance or how to break into new markets. “We’ve got the full gamut at CTI University,” says Kelly. “So, if there’s someone who wasn’t sure if they wanted to be in AV but now want to be an expert, we can help them achieve all the qualifications in 90 days.”
Not only do these education programs boost the employees’ skills, but they also improve and scale their autonomy in the branch offices. “Suppose we have a technician going from the Missouri branch to the Nebraska branch, then we educate them on the standards and protocols accordingly,” reveals Kelly. As a result, employees get to expand their expertise all over the country, and subsequently, all over the globe.
Audiovisual Technician Registered Apprenticeship
The U.S. Department of Labor Registered Apprenticeship offers a prospect to jumpstart a career in audiovisual technology. The program focuses on developing highly skilled technicians through rigorous, multi-year training and specialized instruction with seasoned professionals. According to the company, it’s a direct pathway to a well-compensated, rewarding career at CTI. Here, successful candidates get to do the following:
- Master 11 key AV integration skills over 4,000 hours, including high-priority competencies like installation, calibration and safety.
- Participate in 288-plus hours of related training instruction, covering CTI processes, industry standards and certifications from AVIXA, Crestron, Q-SYS, Audinate and others.
- Receive raises while progressing through the training program, rewarding growth and mastery of skills.
- Work on diverse AV projects across the country, gaining experience and enhancing necessary skills.
- Obtain valuable certifications at no cost, boosting professional credentials.
Learn more at CTI.com/careers/cti-registered-apprenticeship.
Affiliation with PSNI Global Alliance
Without a doubt, CTI is dedicated to putting people first at every instance. This also extends to its customers. To better serve all national and international clients, the integration firm is also a Professional Systems Network International (PSNI) Member. Founded in 1986, PSNI Global Alliance is a premier network of professional audiovisual and broadcast communications systems integrators.
Speaking on the impact of the PSNI affiliation, Laughlin says, “When we joined PSNI, we started helping in any way that we could by sharing what we learned about the industry such as customer experience scores or financial data throughout our organization.” However, in his opinion, what CTI gained back in return was worth 10 times more than what it offered. “Chris Miller, head of PSNI, is a phenomenal [person] and one of the most valuable assets in my business life,” says Laughlin. “I love working with him and he’s got this great group of people that have built the PSNI Global Alliance that would help us execute work across the world.”
Laughlin reveals that the CTI team would meet up with the PSNI partners at different shows where they would all share ideas and directions. “Any one event is meaningless but when you put together a decade worth of those meetings, you earn a decade worth of education, experiences and relationships,” he remarks. As an example, Laughlin brings up a recent project that included integrating 500 rooms worldwide with the help of PSNI Global Alliance. “In 90 days, we were able to execute all of that at a really high level, and without the Alliance, I don’t know how we would’ve done it!” he states.
Echoing this statement, Kelly adds, “Working directly with Chris allowed us to gain a lot of manufacturer support and how they could serve our customers better along with the technologies.” In her opinion, this is only the tip of the iceberg of what PSNI offers to its members. “If you really dig down deep, there are hundreds of things they provide that improve the companies’ overall business,” she says.
As Laughlin puts it, “PSNI ended up being a key part of our overall success — I’ve learned so much from that group of talented people that I don’t know how I could ever reproduce it!” Presently, Laughlin serves as chairman of the Board at PSNI Global Alliance. Commenting on this position, he adds, “I’m just trying to give back as much as I can to repay them for everything [that] they’ve given us.” According to Laughlin and Kelly, CTI will continue to participate and help take the organization to bigger heights.
Continued Investment in People for Sustained Growth
CTI completed 35 years in October 2023. The integrator is still growing stronger than ever. Photo courtesy: CTI.
When asked about CTI’s next steps, Laughlin reiterates the approach that has made it immensely successful: to continue investing in its employees and customers. “I think if you invest in people, they will guide you over the next three-to-five years,” he says, “And if you have these people build really good relationships with your customers, [then the customers] will guide you over the next three-to-five years.”
Laughlin adds this is a better way to guide the organization versus trying to guess and jump ahead of short-lived technologies or trends. “Sure, I’ve got my five-year or 10-year strategic plan,” he says. “But I’d rather just invest in our people and let them guide us. And I think it’s something we will continue to do!”
Indeed, it’s this very investment that bears testament to CTI and its thriving legacy and that makes it worthy of the title “Integrator of the Year.” As Kelly concludes, “To be part of an organization that already loves the challenge of growing and already has the people willing to kind of merge the cultures and make it happen is pretty exciting!”
