SECURITY & SAFETY TECHNOLOGY - NEWS - INDUSTRY LEADERS - EVENTS - LEGAL ISSUES
WATCHMAN
GLOBAL ELECTRONIC SECURITY FORUM
Vol. II No. 3
MARCH 2025
WESTERN
Top Right Drawer, continued on page 3
TOP RIGHT DRAWER
The Crucial Role of ISC Security Events in
Driving Innovation and Education in Security
By: Mary Beth Shaughnessy,
Event VP, ISC Security Events
This month’s Top Right Drawer article with Mary Beth
Shaughnessy is a Q&A where she discusses the upcoming
ISC West show’s focus on Cybersecurity, the role which ISC
Events have played in fostering cross-industry innovation,
and her journey into the Security Industry from humble
beginnings to now serving as the Event Vice-President of
ISC Security Events.
Give us a little background on how you started at RX / ISC
Security Events and your early impressions of the Security
Industry.
I’ve always been a people person, an extrovert who gets my energy from con-
necting with others and networking—probably no surprise to those who know
me. I started my career in sales, working part-time for a meeting planner, and
have always gravitated toward customer-facing roles. For twelve years, I worked
part-time, job-sharing with my great friend and colleague, Trish Moubayed, now
the Sales Director at ISC Security Events. When she joined RX, she encouraged
me to do the same, and off I went. My RX career began 15 years ago as a temp
in telemarketing. I quickly transitioned into customer service, working closely
with exhibitors and attendees, before being given the opportunity to join the ISC
team and manage its Attendee VIP Program. I really loved that role; it taught me
so much about the industry and allowed me to connect with so many wonderful
ISC customers at conferences and events. A few years later, I was promoted to
ISC Event Director and eventually to Event Vice President. Believe it or not, thirty
years later, Trish and I still work closely together every day!
My first impression was that the security industry is constantly evolving, and I
found myself learning something new each day. It was also, at the time, heavily
male dominated. Today, I sit on several Women in Security committees and am
proud to see progress in this area. Many more women are seen at industry events
and in leadership roles.
If you had told me years ago that I would develop such enthusiasm for security,
I wouldn’t have believed you. But over the years, I’ve made many close friends
and grown to love working with our security customers. I’ve discovered that I now
I met a friend for a drink at an oceanfront bar, and
found myself in the midst of a karaoke event.
My belief is that everyone in the world has one song
that they can sing brilliantly. My other belief is that
most karaoke singers have not found that song.
But that does not dissuade them. With passion
rarely supported, they belt out their song of choice.
You cannot deny their enthusiasm. You can question
whether they have heard themselves sing.
I’m looking forward to ISC West and the premier
kickoff event, SIA/ISC’s Got Talent, on April 1 (no
fooling) at the ROCKHOUSE in the Venetian. This free
event features a hosted bar courtesy of our sponsors,
and some of the best (scratch that)… some of the most
talented (scratch that)… some people who sing in the
security industry.
While many will travel to Las Vegas for the
opportunity to hear this talented group, we do know
that the true draw is the gathering of every significant
person involved in the ever-evolving electronic security
industry. More than 700 suppliers of products and
services, both proven and new to the market, along
with the leading companies who provide these
products to the end user come to this tremendous
gathering of security professionals. Just as significantly,
the end users will be represented, whether it be from
government, law enforcement, fire service, or security
directors from many large corporations.
My first ISC West 35 years ago was very exciting and
the organizers were thrilled with 1,500 attendees and
exhibitors…combined. This year,
ISC West will welcome around an
incredible 30,000 participants. If
you are in the electronic security
industry, you should be in Las
Vegas on April 1 to kick it off with
us and spend the rest of your
days learning about the very best
our industry has to offer.
I look forward to seeing you.
FROM THE PUBLISHER
MARCH 2025
GLOBAL ELECTRONIC SECURITY FORUM WATCHMAN
Vol. 2, No. 3 MARCH 2025
Page 3
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TOP RIGHT DRAWER
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share their same passion for the industry, and I can’t imagine work-
ing on any other RX show.
What is your view on the role ISC Security Events
have played into the massive growth of the Security
Industry?
ISC Security Events have come a long way over the past 50+ years,
evolving into global hubs for professionals across the physical and
cybersecurity landscape. The rapid pace of industry advancements
drives ISC to continuously highlight new, cutÝng-edge security inno-
vations, foster professional growth, and address the challenges of
today’s highly interconnected world.
This year’s event promises an exceptional lineup, featuring the
SIA Education@ISC program and showcasing over 700 exhibitors
presenting the latest security solutions. With a strong focus on tech-
nology, education, and training around cyber-physical threats, ISC
West emphasizes the need for a unified, holistic defense strategy. In
a world where physical and digital security are deeply intertwined,
collaboration is essential to safeguarding an organization’s data,
people, and assets. And ISC West stands at the forefront, serving as
a bridge between these two worlds.
What is some insight you can provide in ISC / RX’s
strategy behind staying ahead of the curve in fostering
the increasing cross-industry integration?
ISC Events have long been recognized as premier gatherings for
the physical security community, but we’re evolving to reflect the
changing security landscape. With the rise of cyber-physical attacks,
we’re broadening our focus to include more cybersecurity solutions
and content, creating a space where both physical and cybersecurity
professionals can come together. The line between physical security
and the protection of digital systems continues to blur, requiring
today’s security teams to adopt unified operational approaches
that drive visibility, promote situational awareness and enable fast,
informed decision-making.
At ISC, we’re driven by the belief that innovation and collaboration
are the cornerstones of the security industry’s future. Our mission is
to be the premier global event that unites physical and cybersecurity
professionals, creating a “one-stop shop” for ALL security experts.
You mentioned the trending focus for 2025 is
Cybersecurity, can you elaborate on the specifics.
Cyberattacks are on the rise, making it more critical than ever for
physical and cyber teams to work together. ISC West is leading the
way as the industry’s holistic event focused on driving the future of
unified cyber-physical security. This year’s show will place a stronger
emphasis on this critical convergence—from modern access control
systems to enhanced operational visibility, ISC West will showcase
the tools to accelerate incident detection and response.
GLOBAL ELECTRONIC SECURITY FORUM WATCHMAN
Vol. 2, No. 3 MARCH 2025
Page 4
Continued from page 3
This includes a dedicated Cyber & Connected IoT Pavilion,
providing an exclusive space for cyber-focused vendors, as well as
enhanced networking opportunities and specialized programming
designed to engage cyber attendees. SIA Education@ISC sessions
will continue to spotlight the integration of cyber and physical secu-
rity practices, and we have also partnered with RSA Cybersecurity
to provide even more cyber-focused content. Lastly, our day one
keynote speaker, Rachel Wilson, will bring her unique perspective as
a former National Security Agency executive and current Director of
Cybersecurity for Morgan Stanley Wealth Management
Give us your perspective on the outlook of ISC
events and what you anticipate the role of industry
gatherings in general will evolve to.
We are always striving to enhance our customers’ experience.
As show organizers, we face the challenge of ensuring that there is
“something for everyone,” delivering meaningful value, and intro-
ducing fresh, exciting features. We recognize the commitment it
takes for attendees to step away from their daily responsibilities and
families to join us, so we’re dedicated to making it worthwhile. Each
year, we aim to raise the bar by bringing in more thought leaders,
showcasing a wider array of innovative technologies, and creating
even more opportunities for meaningful networking. Achieving
top-quality results is no small task—it demands careful planning,
collaboration, and a dedication to continuous improvement. This
means actively listening to the needs of our attendees and exhibi-
tors, staying ahead of industry trends, and ensuring we provide an
experience that informs, inspires, and connects the security commu-
nity.
Mary Beth Shaughnessy has worked at Reed Exhibitions for 15 years and has
been working on ISC Security Events, ISC West and ISC East for 10 of those
years. Prior to her role as Event Vice President, she was the ISC Event Director,
and Manager of the VIP Attendee program. She currently oversees all show
logistics for ISC East and ISC West and is actively involved with many industry
partners and organizations. She sits on the Mission 500 board, the Security
Industry Association New Product Showcase committee and is a member of
the California Alarm Association Women in Security steering committee.
TOP RIGHT DRAWER
GLOBAL ELECTRONIC SECURITY FORUM WATCHMAN
Vol. 2, No. 3 MARCH 2025
Page 6
systems. Racz highlighted the need for a shift in mindset, urging
security professionals to consider the digital dimension of their
physical security infrastructure.
He stressed the importance of robust cybersecurity measures,
including strong passwords, regular software updates, and secure
network configurations, to protect these critical systems.
Racz is the first I have known, again back in 2018, to introduce the
“Zero Trust” concept for physical security and implementing cyber-
security measures.
To effectively address this evolving threat landscape, physical
security managers must take several crucial steps:
Establish a Zero Trust Foundation: In the context of physical
security, a Zero Trust approach means never implicitly trusting
any device or connection within the system. This requires contin-
uous verification and authorization before granting access to any
resource. Implementing micro-segmentation, where the network
is divided into small, isolated segments, is crucial. This limits the
impact of a successful attack and prevents lateral movement within
the system.
Conduct a thorough risk assessment: A comprehensive risk as-
sessment should identify all potential cybersecurity vulnerabilities
within the physical security infrastructure. This includes analyzing
network connections, identifying potential entry points for attack-
ers, and assessing the sensitivity of the data handled by the systems.
Implement strong access controls: Restricting access to the
physical security system and its data is paramount. This involves im-
plementing strong passwords, utilizing multi-factor authentication,
and enforcing least privilege principles.
Regularly update and patch systems: Keeping the physical security
system software and firmware up-to-date with the latest security
patches is crucial. Regular updates address known vulnerabilities
and mitigate the risk of exploitation.
Invest in cybersecurity training: Educating security personnel
about cybersecurity best practices is essential. Training should cover
topics such as recognizing phishing attempts, identifying suspicious
activity, and following secure operational procedures.
A proactive approach guarantees the continued efÏcacy of physi-
cal security measures while protecting sensitive data and preserving
operational continuity. The convergence of physical security and
cybersecurity is a continuous process and the threat landscape is
always changing. Prioritization of constant monitoring, adaptation,
and a proactive approach to security are crucial to maintaining a
robust and secure environment. Physical security managers can
greatly increase the resilience of their systems against cyber threats
by adopting these cybersecurity best practices in cybersecurity,
including the fundamental principle of Zero Trust.
Jay Bartlett has been in the computer industry for over
four decades, specializing in storage management since
2000. A serial entrepreneur, Jay has founded software and
hardware companies and has managed many technical
teams to deliver innovative solutions to the market. As
the CEO of Cozaint, Jay is driving intelligent surveillance
solutions to the physical security market.
By Jay Jason Bartlett, CEO, Cozaint Corp.
In 2008, the physical security market went through a significant
convergence when digital IP-cameras became the de-facto sur-
veillance camera technology. Not until 2012, however, would that
really make an impact on the market. Today, the physical security
market is undergoing another convergence: Cybersecurity as an
integral component of the physical security / video surveillance
infrastructure.
The convergence of physical security and cybersecurity is no
longer a futuristic concept but a critical reality. As physical security
systems become increasingly digitized and interconnected, they
have become susceptible to cyber threats. This necessitates a holis-
tic approach to security, where physical and cybersecurity measures
are integrated and continuously evaluated.
Previously analog and mostly isolated, video surveillance systems
are now IP-based, interconnected, and delivering powerful analytics
to the end-users. Increased security capabilities are made possible
by this interconnectedness, but it also creates risks.
These risks can be used by cybercriminals to alter video feeds,
obtain unauthorized access to private information, or even stop vital
processes. Hackers can, for example, remotely turn off cameras,
change video, or exploit the system as a springboard for additional
network attacks.
This convergence was presciently recognized by Pierre Racz,
President of Genetec, back in 2018. He emphasized the growing
importance of cybersecurity in the context of physical security
Physical Security and Cybersecurity: Convergence
GLOBAL ELECTRONIC SECURITY FORUM WATCHMAN
Vol. 2, No. 3 MARCH 2025
Page 8
Always Selling: Why There’s No Room for Excuses in Daily Sales Efforts
By Audrey Pierson, Audrey Pierson Consulting
In business, particularly in sales, the simple truth that is often
overlooked is that you are always selling. Whether you’re pitching a
product, representing your brand, or at a networking event, every
interaction presents a chance to advance your business. The most
successful salespeople are never off duty. Never waste a day to
create new opportunities to make an impact.
Embrace the Mindset
Selling is not simply part of a job description; it’s a continuous
mindset. Think of yourself as a brand ambassador at all times. Use
this approach to shift your perspective and see every conversation
as a chance to subtly promote your brand or product. Set your in-
tention that every interaction is a seed that could grow into a future
sale or partnership.
Know Your Value Proposition
To effectively sell daily, you need to completely understand what
you’re selling and why it matters. Your value proposition is your best
tool as it defines what sets your services and products apart from
others. Being clear and confident about this helps you weave rele-
vant aspects of what you offer into various interactions, reinforcing
how and why your business stands out.
Build Relationships, Not Just Client Lists
Sales are not just transactional; they’re relational. Daily selling
involves more than just pushing for a close; it’s about building
genuine relationships. This approach fosters trust and loyalty, which
are crucial for long-term success. Every email, call, and meeting is
an opportunity to strengthen these relationships, ensuring that your
network feels valued rather than just the recipient of a sales inquiry.
Adapt and Learn
The landscape of business changes rapidly. What worked yester-
day might not work today. Continuous learning and adaptability are
essential traits for anyone in sales. Keep abreast of industry trends,
customer feedback, and technological advancements. Use this
knowledge to tailor your daily sales strategies, ensuring they remain
effective and relevant.
Leverage Every Tool at Your Disposal
Today’s digital age offers myriad tools to help you sell every day.
Social media, content marketing, and CRM systems are just the tip
of the iceberg. These tools can help you maintain a consistent sales
presence, reaching potential customers through various channels
without overwhelming your schedule. Learning to integrate these
tools seamlessly into your daily routines maximizes your reach and
enhances your effectiveness.
Consistency is Key
Perhaps the most crucial aspect of daily selling is consistency.
It’s not about grand gestures or massive deals every day; it’s about
consistent, small actions that keep the momentum going. This could
mean sending a follow-up email, posting on social media, or simply
reaching out to a new contact. These efforts accumulate, creating
a compound effect over time that can significantly boost your sales
results.
Handle Rejections Gracefully
No matter how effective you are, rejections are part of the sales
process. The key to daily selling is not letÝng these setbacks derail
your efforts. Instead, view them as opportunities to learn and refine
your approach. Each rejection provides valuable insights into what
might not be working, allowing you to adjust your pitch or strategy
accordingly.
Learn from Success
Remember as well, to take time to learn from your achievements.
When you’re successful, recognize what worked so you can repeat
it. Celebrate your victories, but also dissect them to understand the
specific actions that led to success.”
Stay Motivated
Selling every day requires a high level of motivation and energy,
which can be challenging to maintain. Find what motivates you,
whether it’s success stories, goals, or personal rewards, and keep
that at the forefront of your daily activities. Staying motivated
ensures that you bring your best self to every sales opportunity, no
matter the size.
Selling every day with no excuses is a powerful strategy that can
lead to significant gains in business. It requires a proactive approach,
a positive atÝtude, and a refusal to let setbacks slow you down. By
integrating these principles into your daily routine, you’ll not only
see improved sales results but also develop stronger relationships
and a more robust business network. Remember, every day is ripe
with potential; make sure you’re there to seize it.
Audrey Pierson is a seasoned expert with 35 years
in the electronic security industry. She helps security
sales teams and alarm dealers/integrators achieve
top-tier results through her Security Sales Academy,
offering online training and live coaching. Audrey
also provides expert supervision via her Virtual
Security Sales Manager program, equips new hires
through the Security Industry QuickStart program as
well as many other training opportunities.
Contact: www.audreypierson.com, 831-277-7447,
audrey@audreypierson.com.
GLOBAL ELECTRONIC SECURITY FORUM WATCHMAN
Vol. 2, No. 3 MARCH 2025
Page 10
Security Central Appoints Caroline H. Brown as
Chief Executive OfÏcer
Security Central announced the appointment of Caroline H. Brown
as Chief Executive OfÏcer (CEO). Brown, who has served as President
of Security Central since 2018, will now lead the
company into its next chapter of growth, innova-
tion, and continued excellence in security services.
“It has been my privilege to work alongside
Caroline for years, and I can say with absolute
certainty—not just as her father, but as a col-
league—that she has made Security Central
stronger, more innovative, and better every
single day,” said R. Courtney Brown, Chairman
of the Board of Directors. “Her leadership, stra-
tegic vision, and dedication to excellence have
propelled this company forward, ensuring its
long-term success.”
Under Caroline Brown’s leadership as President, Security Central
expanded operations, including the strategic establishment of a second
central station in Knoxville, Tennessee. This expansion was a calculated
move to enhance redundancy, broaden capabilities, and reinforce the
company’s commitment to providing uninterrupted, top-tier service to
its clients. Caroline’s expertise is backed by an impressive academic
background, including a finance degree from Lees-McRae College, an
MBA from Wake Forest University, and a Master of Studies in Law from
Wake Forest University, which she completed in 2024. Her pursuit of
continuous education reflects her commitment to navigating the com-
plexities of the security industry with precision and insight. “Security
Central is more than just a workplace for our team—it’s a place where
people come to make a difference, to protect lives, and to be part of
something meaningful. That culture exists because of Caroline. She has
built an environment where people are valued, where perspectives
are respected, and where leadership is about listening just as much
as it is about making decisions,” said Brown.
Brown’s leadership has already left a lasting impact, and her transi-
tion to CEO marks an exciting new phase for Security Central. “She has
strengthened this company, positioned it for long-term success, and
built a foundation that will carry us forward. Her deep understanding
of our business, her passion for excellence, and her strategic vision
make this transition a natural and exciting next step,” added Brown.
Caroline’s leadership has already left a lasting impact, and her transition
to CEO marks an exciting new phase for Security Central. Her ability to
make decisive, strategic choices, particularly during pivotal moments
such as the challenges of 2020, have positioned Security Central as a
leader in the industry.
As CEO, Brown will continue to drive the company’s strategic vision,
ensuring Security Central remains at the forefront of security solutions.
Under her leadership, the company is poised for sustained growth,
innovation, and an unwavering commitment to excellence.
By: Brian Plant, AlarmBrand
Direct mail campaigns in the security industry can produce incredible ROI,
but the process is often too painful and expensive for most small businesses.
Targeting zip codes, getÝng a list, designing a postcard, dealing with a printing
company, and coordinating postage and shipping can be very expensive and
time consuming. To make matters worse, it’s almost impossible to measure
ROI, so you never really know if the investment was worth it.
At least that’s until now. The deliverability and exposure Direct Mail can
provide in modern times has been revolutionized by capabilities created
by automation
Among the significant advancements which make direct mail marketing
as viable as maybe it once was:
1). Precision based targeting of zip codes & demographics
2). Ease of creation of postcards, flyers or brochures with compelling designs
3). Ease of professional printing
4). Quickly ship via standard or first class postage with the ability to digitally
track recipient responses.
The stigma of wondering if direct mail campaigns actually produced ROI
can now be more accurately tracked. At AlarmBrand, we track response rates
with QR codes, dynamic phone numbers and personalized landing pages so
that you can know for certain that your campaign generated a response.
If you have a CRM like HubSpot, SalesForce, Zoho, ActiveCampaign,
Pipedrive or Keap, there are tools like automated emails and workflows to
Postcard Marketing Is As Easy As Sending An E-mail
engage prospects who respond to your campaign immediately and empower
salespeople to follow up with precision timing.
These tools are also trackable without CRM integration, in some cases.
Finding the right partner to deploy these solutions is critical to optimizing
the results of any Direct-Mail campaign.
GetÝng your Direct-Mail campaign off the ground and flying into your
customers mailbox can be easy and fast.
As E-Mail inboxes are becoming increasingly stuffed, delivering your
company’s message to the old school mail box is becoming increasingly
more viable again.
Now is the time to stop ignoring an important chance to grab your audi-
ences’ attention because it’s too hard or expensive can cost thousands in
lost RMR opportunity.
National alarm companies are spending millions on direct mail for a good
reason. Don’t get left behind. Be among the first in
the alarm industry to take advantage of this amazing
new solution.
PutÝng it simply: Design. Print. Ship. Track…Done.
Brian Plant is the CEO and Lead Digital Strategist
at AlarmBrand, an A.I. driven marketing company
dedicated to revenue growth for small businesses in
the security industry.
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