We continue our Women in Security Q&A series with Jennifer Kent, senior vice president and principal analyst at Parks Associates. She shares her security industry mentors, her proudest career accomplishment and how the sector can become even better.
Security Sales & Integration: How did you get into the security industry?
Jennifer Kent: I started with Parks Associates in 2009, studying technology trends and what consumers want from their technology providers in and around the home. Security systems and services providers are a key channel bringing new technologies into the home so my research brought me into discussion with the leading security brands right.
This was right as the industry was embracing interactive platforms and new smart home devices were coming to market to reshape home technology landscape.
SSI: Have you encountered any difficulties or obstacles in your security industry career?
Kent: We host the leading executive conference for security and smart home players, CONNECTIONS, as well as five other executive events, including CONNECTIONS SUMMIT at CES. The pandemic shut down events and was an incredibly challenging time for our business as it was for security dealers and others who relied on in-home services.
Like many companies, we had to adapt quickly. We developed new skills to continue to work remotely, engage with clients online, and deliver value in different ways. That period forced us to evolve alongside the industry and ultimately strengthened how we connect with our clients and partners today.
It has also created an evolution in B2B marketing and sales, which gives us a new way to build on our events and content marketing activities for partners looking for thought leadership and elevated market position.
SSI: Whom would you point to as the most influential and helpful mentors in your career? What did they do to help you?
Kent: Tricia Parks, the founder and CEO of Parks Associates, was incredibly influential early in my career. She is a researcher at heart and personally led the research team for my formative years as an analyst. Her edits of my work helped me transition from academic language to business communication and shaped how I assess market trends, distinguishing what information is strategic versus simply descriptive.
Her insistence on excellence in research, quality writing, independence and evidence-backed analysis continue to guide how I approach research today and remain the values I emphasize with our analyst team.
SSI: What is your proudest career accomplishment?
Kent: Pushing myself to try new things. If you’re not a little scared some of the time, you’re not taking enough risks. Today I feel comfortable on stage and in boardrooms with executives, but that confidence came with experience and practice.
Expanding my voice on social media, stretching my capabilities as a consultant and helping our company adapt to market shifts are incredibly exciting challenges. They’re also a little bit daunting but that’s how I know I’m growing and becoming more capable.
SSI: What do you love most about working in the security industry?
Kent: The security industry is a vibrant mix of established companies with decades of history who are trying to change, alongside global technology leaders offering consumers a different vision of security plus startups adding something new to the conversation.
That combination makes for deeply interesting strategic conversations. As an analyst, it’s intellectually stimulating to study the security industry and rewarding when a client is successful. I love to interact with people at our executive events and be surrounded by the most innovative players in the market and I really enjoy events like ISC West to see people we work with in so many different ways.
SSI: How can the security industry become even better?
Kent: The industry can become even better by continuing to bring in new perspectives and talent. Security is evolving quickly as it intersects with smart home technology, AI and new service models, and that creates opportunities for people with a wide range of skills and backgrounds.
Encouraging more women and young professionals to enter the field — and ensuring they have opportunities to lead — will strengthen the industry and help it stay innovative.
Click here to read our entire Women in Security Q&A series!
