Where Talent Meets Teamwork: The Real Magic Behind Pro AV
You can spec the sharpest display, install the cleanest rack, tune the tightest DSP—but without connection? It’s just a bunch of impressive parts sitting quietly.
AV isn’t about isolated greatness. It’s about what happens when individual talent meets collective purpose—when the right people and the right gear sync up to create something greater than the sum of its parts.
This industry runs on collaboration—and that’s my favorite part.
Every Piece and Every Person Matters
On the surface, a polished AV system looks seamless. But behind that experience is a network of sharp minds, skilled hands, and real-time teamwork.
- Displays shine because someone spec’d the right brightness.
Audio hits because someone knew how to tune it.- Control works because someone thought through the end-user experience.
Individual talent makes it shine—but collaboration is what makes it unforgettable.
A few weeks before Easter, one of our audio pros, Tom Kehr, CTS-D, CTS-I, helped me figure out what questions to ask the AV tech at my church to spec headsets. That gave me exactly what I needed to take to our always-friendly and responsive partner, Sean at Shure, who helped me choose the best headset option available in time for the Easter program. Just a few small pieces of gear—but a perfect example of how great results come from people working together and sharing what they know.
This Industry Runs on Connection
Compatibility. Sync. Collaboration.
These aren’t just tech specs—they’re the values that keep ProAV moving.
We play well with others. We share what we know. And we show up—online, onsite, at trainings, and at events. Trade shows and demos give us a chance to exchange more than information—we share a little of ourselves. That’s where real bonds form, and those connections make everything we do together stronger.
Whether it’s our in-house technical lead Eric Olson, CTS, hopping on a call to break down complex specs… or my west coast LG BDM counterpart, Jennifer Fisher, turning a long-lead DVLED project into a ready-to-ship solution by combining two of LG’s 136” all-in-one DVLED bundles with a connector kit—saving time and serious money… or Daryl from LG following up on an RMA on his day off to make sure it’s approved in time for a grand opening.
It’s these behind-the-scenes wins that turn potential into real results.
Almo: Collective Support in Action
At Almo, nothing moves alone—including our reseller and dealer partners.
Our culture is rooted in integrity, innovation, teamwork, and treating people like family. That’s how we show up for each other—and it’s why we’re able to support the AV industry in such a meaningful way.
Every win is backed by a crew that makes it happen:
- Sales reps who stay sharp to offer real solutions
- BDMs who bring product expertise and project support
- LinkLab specialists who step in with programming, drafting, and install services when you need them
- Warehouse teams who pack with care and move fast
- Buyers who keep gear in stock
- Behind-the-scenes pros in registrations, claims, inside sales, IT, and marketing—working together to deliver the best experience for everyone involved
We don’t just move product—we help move the whole project forward.
The Best Part of AV? The People.
This industry doesn’t just run on tech. It runs on people who care.
People who dig into design, stay up on specs, and solve problems under pressure.
People who build not just systems—but experiences—for the people who use them, and with the people who help bring them to life.
And we have a good time doing it. I’m proud to be part of that.
Together Is How It Works
AV isn’t a solo gig—it’s a team effort from start to finish.
When strong products and sharp professionals sync up, the result is something no single piece could achieve alone.
So here’s to the techs, the trainers, the reps, the warehouse teams, and our vendor and reseller partners. To the folks who ask smart questions, find better answers, and always make time to help.
When we plug in, sync up, and support each other — we build systems that work, and an industry that works even better.
About the Author
Tiff Jones-Morton | DSCE
BDM – Brand Specialist
Supported Manufacturers: LG Business Solutions (NE, SE, MW)
I have often joked that AV doesn’t run on electricity – it runs on food and coffee (or energy drinks for the installers). Truthfully, it runs on relationships. Some new but most old. Something came up and they took care of you. What was supposed to happen, happened or they helped ease a difficult situation. It was something that went beyond the swag – it was that personal touch. A quick call or email after hours. Listening. Solving the problem and making it right.
AV is a relationship business whether it be with manufacturers, distributors, rep firms or clients. The equipment itself is often secondary.
InfoComm
From there we were greeted with a personalized surprise – the huge Samsung video wall in the lobby had been customized to welcome the Exertis Almo team to the Experience Center!
Soundcraft mixer so that you could easily switch between the different models – a very enlightening experience for a mic nerd like myself!
But all of this was just an introduction to the main hall, where JBL loudspeakers, Crown amplifiers, BSS and dbx signal processors, AMX control and video products, and Martin lighting were on full display. Harman has put a lot of effort into this room, and they make it easy to demo, see, and A/B their installed product lineups. Tewks led us though the experience, explaining the differences between the various Crown amplifier series, discussing and demoing the multitude of JBL ceiling and wall-mounted loudspeakers and explaining fun stuff like speaker waveguides.
On the other wall, at a relatively safe distance, were JBL’s line array speakers flown from the ceiling. The SRX, VRX, and VTX-series line array speakers are JBL’s flagship offerings for large venues, and its not everyday you get to hear this level of performance in a private setting. The folks at Harman very cleverly configured the line array demo to start at the push of a big red button – our own Brent Dowler got to do the honors. After the button was pushed, the lights went down and the show started.
Here is a list of things that I don’t want to see or hear including my nicknames for each:
Fast forward, I joined the world of Pro AV distribution. My role as a Category Manager for 
While I had read AVIXA’s and Pearson’s (the testing center) details on what to expect, I was a bit verklempt when I first arrived at the testing facility. You may not wear a jacket inside nor a cap nor jewelry. In fact, I had to leave my wedding ring in a locker, along with my keys, phone etc. No hair ties or clips. Empty your pockets. Expect to roll up your sleeves and do your own pat down. Don’t get frazzled. This is standard practice. Do not take a calculator. One will be provided for you along with a dry erase marker and sheet. You need two forms of identification. ie, passport and driver’s license.
BDMs strengthen relationships with manufacturer partners on various levels. We provide regular reports and valuable information to manufacturers, ensuring they are well-informed about market trends, sales performance, and customer feedback. This collaboration helps in:
As BDMs, we bring immense value to resellers by serving as a bridge between manufacturers and Exertis Almo. This partnership helps resellers by:
