Have you ever stopped to wonder why there’s still a lack of a structured educational process in the AV industry?

Most of the time, we see training initiatives focused solely on technicians—those working in pre-sales, support, or operations. But what about other talents? How are marketing, sales, procurement, and logistics teams supposed to stay up to date and learn the AV concepts essential to their roles?

It’s crucial for the entire company to be technically prepared, not just the operational team. I’ve seen situations where managers believed only technicians needed training. The result? Misaligned teams, missed opportunities, and an overreliance on a handful of specialists.

According to the LinkedIn Learning Report 2023, companies that invest in training for non-technical areas are 24% more likely to retain talent and 34% more likely to see revenue growth. In other words, cross-functional development is a strategic business move.

When marketing understands AV, it amplifies the work of the sales team, who then gain more authority and confidence to present solutions to clients. Procurement stops looking only at price and starts validating technical solutions, finding the best value. AV knowledge needs to be spread across the organization, creating growth opportunities and more robust career paths for everyone.

AVIXA, a global reference in the sector, highlights in its annual reports the growing demand for AV professionals in areas beyond technical roles, especially in sales, marketing, and project management. The market is changing—and those who don’t keep up will be left behind.

Today, most available courses still focus on technicians, widening the knowledge gap within companies. This leads to salary inflation, makes it harder to retain talent, and limits career development. Diversifying content—both in topics and depth—is the way to bring less technical areas up to speed and truly integrate the whole team into the AV universe.

Deloitte reinforces this perspective: companies with cross-functional upskilling programs have more engaged, innovative teams that are better prepared for future challenges.

Some companies are already investing in this approach, but they’re still the exception. How can we change this scenario?
Do you know of any success stories?
Share your experience in the comments—I’d love to hear your perspective!