ESX is proud to announce the leaders of its 2025 Sales & Marketing Education Track as the event gears up for another impactful year. Taking place in Cobb County, GA – Home of the Atlanta Braves, from June 16-19, 2025, ESX promises a priceless opportunity for industry professionals to immerse themselves in the latest marketing & sales insights and strategies. Sales and Marketing Development is one of the most crucial processes an organization must establish to deliver a seamless, efficient revenue machine.
ESA is proud to welcome the two experienced industry pros who will provide expert guidance during the Sales and Marketing Education Track sessions this upcoming June.
Tracy Larson
President, WeSuite
Tracy Larson, President of WeSuite, the leading sales management software for security integrators is a graduate of Cornell University. Career highlights include VP Worldwide Real Estate & Facilities, Computer Associates; President, ITG Larson, Inc.; COO, Antar-Com, Inc.; VP Sales Operations & Key Accounts, Diebold. Tracy strives to continually learn, tackle new challenges, be an impactful team member and leader, and proactively give back. She is the Co-Chair of Mission 500, a security industry charity, an instructor for the Security Industry Association security project manager certification program, the 2021 SIA Sandy Jones Volunteer of the Year, a SIA TIME mentor, a member of the SIA Women in Security Forum Steering Committee, and a three-time SIA WISF Power 100.
“Business owners and their teams who are attending ESX are going to get not only some of the really core principles and methods and strategies for sales and marketing, but also advanced education,” Tracy shares. “Plus, they’re going to be able to tie things back to management and operations to encourage growth throughout their business.”
Chris Peterson
Founder & President, Vector Firm
Chris Peterson has almost 30 years of experience in sales and sales leadership, with a focus on system integrators. Chris started Vector Firm in 2010, and today it is the leading sales and marketing consulting and training business serving the security technology industry. Vector Firm has worked with over 160 clients on projects ranging from two-day strategic sales planning sessions to multi-year retained engagements. Through its virtual sales training platform, Vector Firm Academy, they serve over 520 paid subscribers.
“Professionals in our industry are constantly putting out fire and rarely get a chance to step back and just absorb information and learn,” Chris explains. “At ESX 2025, they’ll gain information they can take home immediately and put into action. It is vital that they get out of their day -to -day and learn best practices to take back to their business.”
Chris is a graduate from the University of Florida, with a Bachelor of Science degree in Mechanical Engineering. He lives in Orlando with his wife Shannon and daughter Manhattan.
Quentin Gunther
Loyalty Program Leader, Resideo
With close to 33 years in the industry both as a dealer and now as leader of Resideo’s Authorized Dealer program Quentin brings a unique perspective on both sides of the Industry. As a dealer, he has trained and managed many large sales teams and understands the challenges and rewards involved. From his real-life experiences, he has helped many companies realize their goals through program development, training, and sharing of best business practices.
“I really encourage everyone to take the opportunity to go to ESX,” Quentin explains. “Get out of your business for a few days, come to this event, learn a few things that you’ll be able to bring back and have an immediate impact.”
Lynnie Guzman
Director of Sales & Marketing, Holmes Security Systems
Lynnie Guzman, a seasoned business development and marketing professional, is the Director of Sales & Marketing at Holmes Security Systems in Fayetteville, NC, where she actively drives revenue and marketing strategy across Eastern NC. Her extensive background includes impactful leadership positions at various media organizations throughout the southeast for Gannett, where she led teams to achieve remarkable revenue growth while expanding digital knowledge and skills to help SMBs grow their businesses.
“ESX will benefit folks within the sales and marketing arena because it’s an opportunity for you to come and learn from your peers that have paved the way before you and have learned from mistakes.” Lynnie shares.
Her approach combines creative problem-solving with strategic planning, emphasizing customer engagement and community involvement. Her work extends beyond professional achievements to active participation in community and business organizations, reflecting her commitment to fostering positive change and development within her industry and community.
Join ESA at ESX 2025 in Cobb County, Georgia, and develop your brand and go-to-market strategy to keep the focus on building your RMR. Identify complementary markets, new products, and services to give your sales teams the edge over the competition and explore new sales management processes that will accelerate performance and increase your RMR.
