# From Bollards to Bytes: Why Security Firms Need to Adopt a Cyber-First Approach

By Dan Gundry · Published 2024-04-23 · Updated 2026-06-09 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/cyber-shift-transition-physical-digital-security-dan-gundry

> Physical security companies face a critical inflection point as digital threats outpace traditional protective measures

## Key points

- Digital threats are surpassing traditional physical security measures.
- Security firms need to adopt a cyber-first approach.
- The shift to digital security solutions was a key theme at ISC West 2024.

Block Field

How can the security industry effectively navigate the shift from traditional physical security measures to adopting a [cyber-first approach](https://www.forbes.com/sites/forbestechcouncil/2024/01/24/cybersecurity-in-2024-challenges-and-innovations-in-a-volatile-era/#:~:text=In%20response%20to%20budgetary%20constraints,but%20at%20a%20lower%20cost.) in its sales and integration strategies? The transition from physical to digital security solutions was a major theme at the [International Security Conference & Exposition West 2024](https://www.discoverisc.com/west/en-us.html) held earlier this month.

On a recent episode of MarketScale’s roundtable show [Experts Talk](https://marketscale.com/shows/experts-talk/), [**Dan Gundry**](https://www.linkedin.com/in/daniel-gundry/), the host of [NOC Your SOCs Off](https://marketscale.com/shows/noc-your-socs-off/) and Senior Director of Control Room Sales, Americas at [**Barco**](https://www.barco.com/en), shed light on the [transformative challenges](https://marketscale.com/industries/building-management/isc-west-2024/) facing the industry. He further highlighted the cyber-first approach that the industry needed to adopt.

“They need to understand the conversation has shifted from a speeds and feeds conversation to… a cybersecurity conversation first and foremost. Selling a platform, selling software is very different than selling bollards and fences and cameras and card readers,” Gundry said.

> The conversation has shifted from a speeds and feeds conversation to a cybersecurity conversation first and foremost.
> *— Dan Gundry, Senior Director of Control Room Sales, Americas at Barco*

Tags: Barco, Dan Gundry, ISC West 2024, NOC Your SOCs Off

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