# Real-World IT Practices Are Streamlining AV Deployments and Raising the Bar for Consistency

By Ben Thomas · Published 2025-12-05 · Updated 2026-06-08 · Engineering & Construction on MarketScale
Canonical: https://www.marketscale.com/industries/engineering-and-construction/it-practices-streamlining-av-deployments
Creator hub: Pro AV Today

> For years, the AV industry has discussed the long-anticipated convergence with IT—but that shift is no longer theoretical. With cloud adoption accelerating, hybrid work normalizing, and organizations rebuilding digital infrastructure after years of rapid change, AV systems now sit squarely on the IT backbone. In fact, the majority of newly upgraded conference rooms require network-centric…

## Key points

- AV systems are increasingly integrated into IT infrastructures.
- Zones leverages retail and QSR experiences to enhance AV/IT deployment.
- Modern AV/IT implementations focus on security, efficiency, and revenue impact.

Block Field

For years, the AV industry has discussed the long-anticipated convergence with IT—but that shift is no longer theoretical. With cloud adoption accelerating, [hybrid work](https://www.forbes.com/councils/theyec/2024/02/15/leveraging-av-technology-to-foster-effective-hybrid-engagements) normalizing, and organizations rebuilding digital infrastructure after years of rapid change, AV systems now sit squarely on the IT backbone. In fact, the majority of newly upgraded conference rooms require network-centric workflows compared to five years ago, a trend amplified by the pandemic-driven overhaul of collaboration spaces.

What does this convergence actually look like when deployed at scale? And how can AV professionals adapt to an environment where IT now influences everything from user experience to data strategy?

Welcome to [*Pro AV Today*](https://marketscale.com/shows/pro-av-today/). In the latest episode, host [Ben Thomas](https://www.linkedin.com/in/benthomasproav/) speaks with [Sean Hobday](https://www.linkedin.com/in/seanhobday/), SVP of Sales, Global Supply Chain, and [Doug Eckrote](https://www.linkedin.com/in/douglas-e-eckrote-mba-760b125/), SVP and Chief Operating Officer at [Zones](https://www.zones.com/site/home/index.html), to explore how a global IT-centric company is applying decades of cross-industry expertise to its new foray into Pro AV. The conversation covers how real-world IT practices can streamline AV deployments, enhance user outcomes, and set new expectations for consistency and scale across locations.

**Key highlights from the conversation…**

**Why AV has officially become part of IT**—and how cloud, networking, and post-pandemic upgrades accelerated the shift.

**How retail and QSR experience shaped Zones’ approach**, especially around user experience, standardization, and scaling digital environments across many locations.

**What success looks like for modern AV/IT implementations**, from security and efficiency gains to measurable revenue impact and exceeding operational expectations.

Doug Eckrote is a seasoned executive with 30+ years of leadership in multinational technology, operations, and enterprise transformation, specializing in large-scale business operations, supply chain optimization, and go-to-market strategy. He has overseen multibillion-dollar business units, led major digital and operational transformations—including CDW’s $1.9B Small Business unit and its $4.2B eCommerce platform—and driven initiatives that significantly improved efficiency, revenue performance, and organizational capability. Recognized with industry honors such as Crain’s *Forty Under Forty* and Logistics Management’s Gold Award, he is known for guiding complex organizations through growth, modernization, and high-impact operational change.

Sean Hobday is a global sales executive with more than 30 years of experience transforming IT organizations through scalable infrastructure strategy, market expansion, and high-performance team development. He has led Zones’ worldwide sales growth across North America, Europe, India, the Middle East, and Asia, driving double-digit annual gains while advancing cloud, network, and data center modernization initiatives for enterprises across retail, utilities, finance, and manufacturing. Known for turning complex technology landscapes into clear, measurable business outcomes, he specializes in IT lifecycle management, competitive innovation strategy, and building customer-centric sales cultures that accelerate global growth.

*Article written by MarketScale.*

Tags: AV integration, data-driven AV, Doug Eckrote, IT convergence, Pro AV Today, scalable IT solutions, Sean Hobday, Zones

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