The Buyer’s POV: How to Win Enterprise AV in 2025

Enterprise AV long ago stopped being about wiring up rooms or picking the right camera. Meeting spaces have become critical infrastructure. As such, the people responsible for them are under new pressure to deliver something far more complex: reliability, flexibility, and real business value.

That was the focus of The Buyer’s POV: How to Win Enterprise AV in 2025, a recent web summit hosted by Xyte. The session was hosted by Andrew Gross, VP of Sales at Xyte, and joined by two seasoned voices from the field: Jeff Deetz from Deloitte, and Michael Goldman from CDA. Right out of the gate, Andrew put things in perspective: “AV is no longer about the gear - it’s about the outcome. That shift has real implications for how integrators show value.” Jeff and Michael picked up that thread and shared what they’re seeing on the ground - how expectations are changing and what today’s enterprise buyers actually care about.

In this blog, we’ll recap the key insights from that discussion. We’ll explore how buyer expectations have changed, what enterprise leaders now care about most, and how integrators can respond with smarter tools, better service, and new kinds of value. 

From Installers to Strategic Partners

The days of winning deals based on hardware pricing are over. Enterprise buyers want more - and they need more. Today, it’s not about who can deliver the cheapest bundle. It’s about who can keep rooms running, prevent issues before they happen, and help leadership understand what’s working and what needs to change.

That shift came through clearly in the webinar. Jeff Deetz explained it this way: “It’s really about how we ensure stability and reliability in that room that instills confidence with our customers… having a roadmap for what that room will be after the three to five year lifespan. That’s key for growth.”

Companies aren’t looking for vendors. They’re looking for partners who think beyond the installation. That includes monitoring, reporting, proactive support, and ongoing analysis of how rooms are used. When those things are in place, it becomes easier for IT and finance teams to make smart decisions - and easier for integrators to stay involved long after the initial rollout.

Why Data Matters More Than Ever

Room uptime still matters - but it’s no longer the only number that counts. Enterprise buyers are asking deeper questions. How are rooms being used? What’s causing support issues? Are users having a good experience? The answers can be found in the data - if you know what to look for.

Michael Goldman made the point clearly: “There’s a massive set of value that people don’t think about when it comes to the data.” He described a common scenario where teams believe they understand how spaces are used - until the numbers show otherwise. When usage patterns and failure rates are visible, decisions about design, support, and refresh planning become a lot more grounded.

That kind of insight is especially useful at scale. Enterprise leaders want to know which rooms are working well, which ones aren’t, and what that means for their budget and headcount. They also want fewer surprises. A monitoring system that flags an issue early - and pushes that alert to the right team before anyone walks into the room - can make a measurable difference.

Standardization, Software, and the Shift Away from Hardware Lock-In

Enterprise buyers are actively seeking systems that work together, scale easily, and won’t need to be replaced every time the business shifts. That means fewer proprietary ecosystems - and a lot more focus on open standards, remote management, and software that keeps things flexible.

Jeff Deetz explained it well: “We’re moving from more hardware-defined technology to software-driven solutions… something we can grow into.” That kind of thinking is showing up everywhere. IT wants tools that integrate with their existing stack. Real estate wants rooms that can be reconfigured without tearing out infrastructure. No one wants to get locked into a system they can’t update or expand.

Michael Goldman put it more directly: “If you go down the proprietary path, evolving and changing and pivoting to meet the demands of what gets thrown at you is going to be incredibly difficult and costly.”

This is why efforts like OpenAV Cloud matter. It’s a step toward more collaboration across the industry - a common framework that helps different vendors and platforms speak the same language. That kind of interoperability helps simplify installation and creates a clearer path for long-term support and growth.

Managing the Meeting Experience, Not Just the Equipment

Getting a device online isn’t the goal. It’s just the starting point. What enterprise buyers care about now is whether the room actually helps people do their jobs without stress, delays, or technical friction. That means paying attention to more than just device status. It means understanding how the space performs in real-world use.

Michael Goldman said it clearly during the session: “The Holy Grail, the one thing that everyone's missing is how was the overall experience of the meeting? That is critical.” Just because a screen turns on or a call connects doesn’t mean the meeting worked. If someone couldn’t share content or struggled with audio, the result is still a loss in focus and time.

This is where integrators can offer something more meaningful. When you identify problems before users encounter them, you’re helping users avoid frustration. That builds trust. As Andrew Gross put it, “It’s not just about whether the system is up - it’s about whether the room is helping people get their work done. That’s the bar now.” That level of service makes the difference between being seen as a vendor or as a long-term partner.

With the right tools, like Xyte, that kind of support becomes scalable. You can track issues across clients, monitor what matters, and help teams avoid the small failures that derail momentum. It’s a smarter, more proactive way to stay ahead of what users actually need.

What Comes Next - And What Integrators Should Watch Now

Meeting rooms are no longer just rooms. They are part of how work gets done. This means they need to keep up with the tools, platforms, and workflows that people rely on every day. For integrators, this shift creates pressure, but also opportunity.

Michael Goldman offered this perspective: “We’re now into computers, not just AV systems… and we’re thinking in three-year cycles.” That means shorter refresh timelines, higher expectations, and more crossover with IT. The integrators who understand that shift - and design for it - are the ones who will stay relevant.

Agentic AI, automation, and smart monitoring are no longer future concepts. These are features clients expect now, especially in environments with hundreds of rooms and limited support teams. Platforms like Xyte reflect that expectation, making it possible to monitor devices across networks, surface issues early, and build real service strategies around what’s happening on the ground.

Enterprise buyers aren’t just upgrading tech. They’re rethinking how meeting spaces contribute to their business. As Andrew Gross noted, “Our goal with Xyte is to give integrators the visibility and control they need to be part of the client’s long-term operations - not just the install.” Integrators who can support that shift - with insight, flexibility, and tools that scale - are going to be the ones they keep calling.

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