Revenue Growth Strategies: Targeting Commercial Verticals

If systems integrators want to continue to grow and prosper, they must expand into new vertical markets—and increase their recurring monthly revenue (RMR) in the process. 

At ESX 2025, the session Targeting Success: Strategies to Tap into Growing Commercial Verticals explored practical ways integrators can achieve both goals. 

The panel featured Chris Gilbert, President of Security Pros, LLC; Randall Renfroe, CEO of Allstate Security Industries, Inc.; and Mike Sandes, Vice President of Commercial Services at Loud Security. Together, they shared strategies for identifying profitable sectors, tailoring solutions, and delivering service that fosters long-term customer relationships. 

Start by Analyzing Your Accounts

Gilbert opened by challenging attendees to regularly evaluate their customer base. “Are you analyzing your accounts and figuring out where you make your money—and where you don’t?” he asked. He recommended running client lists through CRM software at least once a year to better manage interactions and identify growth opportunities. 

Each company, he noted, will approach this differently depending on its business model, but consistent analysis is the foundation for expanding into new verticals. 

Video Monitoring: A Market Ripe for Growth

Renfroe was clear about his company’s strategy: “For us, it’s anything that we can do video monitoring on. Any and all—that’s our biggest focus. There’s an application for it in every industry.” 

When Sandes pressed him for hot markets, Renfroe pointed to cannabis. “It’s a great one because they have to have it, and not a lot of people do it well. The hard part is knowing the rules and regulations and how to implement what’s required.” 

Sandes agreed, comparing cannabis monitoring to fire sales: both are compliance-driven. “When you get into compliance sales, knowledge sells. People know it, and that makes the sale easier. It’s about value, value, value.” 

He also advised unbundling analytics for higher RMR. “If there’s gunshot detection, don’t roll it all into one package. Offer it à la carte—customers will pay for features they truly value.” 

The fact that most facilities already have cameras makes video monitoring an easy upsell. As Renfroe emphasized, “Most customers have never even been approached about it. The opportunity is huge. You can pick up thousands of accounts quickly, and once you learn it, the profitability is off the charts.” 

Beyond the Basics: Access Control and Fire

Gilbert noted that access control is evolving far beyond scheduling doors. Integrators can leverage AI-powered video systems to enhance investigations and offer added services. “You can provide investigation services, support, and deeper integrations to make sure those systems work together,” he said. 

Sandes applied the same thinking to fire systems. “Why just install alarms when you can also provide ongoing inspections?” he asked. “Take the monitoring, take the service contract with inspections—make it a requirement.” For integrators, this approach ensures consistency, compliance, and added RMR. 

Seeing What Makes Sense

Gilbert reminded attendees not to lose sight of customer value. “You can be all over the place,” he cautioned. “Look at what you provide. When we go into discovery meetings, we ask: What brings value to this customer? Where are they spending their time? What do they need? What services are we offering?” 

Aligning offerings with customer needs not only strengthens relationships but also uncovers new opportunities. 

Key Takeaways

The panelists left attendees with several actionable insights: 

• Evaluate accounts regularly to identify profitable sectors. 

• Prioritize compliance-driven markets like cannabis and fire, where regulations create built-in demand. 

• Unbundle services such as video analytics to maximize RMR. 

• Leverage existing infrastructure (like cameras) for easy upsells. 

• Pair installations with ongoing services (e.g., inspections, monitoring) to build long-term revenue streams. 

• Stay focused on customer value to ensure offerings align with real-world needs. 

Final Thought

The message was clear: integrators can no longer rely solely on traditional markets and services. By expanding into new verticals and focusing on compliance, ongoing service, and value-driven solutions, they can unlock powerful new streams of recurring revenue. 

As Sandes summed it up: “Value, value, value. That’s how you win.”