Security Sales & Integration May 2021 - 64

SSI Summit Stars
INTEGRATOR OF THE MONTH:

Alarm New England
BUSINESS
BASICS

Director of Sales & Marketing:
Alexandra Curtiss
Headquarters Location: Boston
Year Founded: 1972
Annual Revenues: $20.7M
Number of Employees: 110

Robust
digital
marketing and
an inside sales
team led to
2,300 new
customers and
$100,000 in rate
in five years.

This photo commemorates
Alarm New England's partnership with local police in
West Hartford, Conn.

alarmnewengland.com
Number of Accounts: 27,998
Technologies, Services & Markets:
Business and home security and automation
systems, including burglar and fire alarms
and monitoring, as well as video surveillance
and smart devices.

LEADERSHIP STATEMENT
In 1972, Sonitrol and Alarm New England
Founder Doug Curtiss began working closely
with local fire, school, and police departments to
reduce false alarms with Sonitrol audio technology. He would build one of the largest commercial integrators in the country providing security,
access control, video and life-safety products. In
the early 2000s, Doug entered the residential
channel through a series of strategic acquisitions.
Fast-forward to 2015, I joined the company with
a passion to build a modern organic sales and
marketing machine to further dominate the residential and small business market. Robust digital
marketing and an inside sales team led to 2,300
new customers and $100,000 in rate in five
years. Today, Sonitrol and Alarm New England is
an end-to-end security integrator servicing Massachusetts, Rhode Island and Connecticut.
TOP 3 CHALLENGES
1. Complexity of technology. We are proud of
how many different and complex systems we are
able to work with. However, as one can guess,
this requires constant training for our 40+ technicians and in-house customer care team.
2. Finding great people. We hire hard-working,
ethical and passionate people who see a long
successful career with our company. Like any
competitive industry, finding and retaining
talent who truly want to learn and grow will
always be difficult.
3. Communication with customer base. Proactive communication with our customer base
could always be better. We believe in using the

Alexandra Curtiss

latest technologies to better serve our customers
and in 2020 implemented a new phone system,
email marketing and Rapid Response's text
messaging service to better communicate with
our most important asset - our customers.

TOP 3 OPPORTUNITIES
1. Customer service - In 2021 we have set
our sights back on our existing base of customers to help them grow their systems with
new technology and satisfaction with us as
their provider.
2. Video analytics - We have found Alarm.
com cameras with built-in analytics to be a
serious differentiating factor. Both the small
business and residential settings benefit greatly from the reduction of unnecessary smartphone notifications.
3. Access control for small business - Alarm.
com has given us the tools for competitively
pricing access control systems in the small
business sector. Previously reserved for large
buildings, we are excited about this new niche.
TOP 3 DIFFERENTIATORS?
Find out at securitysales.com/summitalarmnewengland.
This department spotlights some of the security
industry's most progressive
integrators that have participated in the SSI Summit. This
exclusive, invitation-only event is held annually in conjunction with the Total Tech Summit, which includes hundreds
more integrators from the residential and commercial A/V
fields. For more info, visit totaltechsummit.com.

SECURITY SALES & INTEGRATION (USPS 511-590) (ISSN 1539-0071), Vol. 43, No. 5, is published monthly by Emerald X, LLC., 100 Broadway, 14th Floor,
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Security Sales & Integration MAY 2021

SS2105 pp64 Summit Stars.indd 64

securitysales.com

4/16/21 3:59 PM

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Security Sales & Integration May 2021

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