TOP 50 DISTRIBUTORS: Core Values

By Elise Hacking Carr

What does it take to be a strong leader? It seems everyone has an opinion. A quick Google search yields millions of results, ranging from passion to persistence. But being trustworthy tops the list of valuable qualities. An effective communicator with a compelling vision and stellar presentation skills always falls short if there isn’t a culture of transparency. That trust, though? It goes both ways. Placing trust in employees can make them feel connected, which ultimately has a positive impact on a company’s bottom line. Just ask this year’s top three distributors. Not only did they take the time to build a staff of talented professionals, they encouraged them to do what they do best. Together, they accomplished great things, a testament to the old adage: “There’s no ‘I’ in team.” Their stories don’t end there. See what some of the industry’s biggest names had to say about accomplishments, future goals and management style.

1. InnerWorkings Inc.
Principal: Eric Belcher, CEO

Print+Promo (P+P): What was your company’s biggest accomplishment over the last year?
Eric Belcher (EB): We continue to bring innovation to the multichannel customer experience, from the retail environment right down to the external packaging that consumers receive by mail today. Owning this complete range of experiences is the future of our industry.

P+P: What is your company’s top priority for 2016?
EB: Through the use of our own data, we will predict trends that enable our clients to get ahead of the competition, build new strategies and execute global marketing campaigns with greater precision and impact.

P+P: What makes this industry so special? What does it get right?
EB: This industry is responsible for the success or failure of every major marketing campaign. I love that we are constantly evolving to make marketing happen successfully in every market around the world.

P+P: How would you say your leadership style has evolved?
EB: I’m spending even more time today with our clients than I have in recent years. The more I do, I feel as though the better my decision-making is.

2. Proforma
Principals: Greg Muzzillo, Founder, and Vera Muzzillo, CEO

Print+Promo (P+P): What was your company’s biggest accomplishment over the last year?
Greg Muzzillo (GM): Eighteen owners qualified for Inc. magazine’s prestigious list of the 5,000 fastest-growing businesses in America for 2015. [In addition:]

15 owners made our Million Dollar Club for the first time.
Two owners made our Multi-Million Dollar Club for the first time.
Six owners made our 5 Million Dollar Club for the first time.
Two owners made our 10 Million Dollar Club for the first time.
Two owners made our 25 Million Dollar Club for the first time.
12 owners closed $3 million-plus acquisitions with the help of Proforma’s acquisitions team.
14 owners closed $1 million-plus programs with the help of Proforma’s global major accounts team.
Eight owners hired $1 million-plus sales reps with the help of Proforma’s recruiting team.

P+P: What is your company’s top priority for 2016?
GM: Of course we look forward to continuing to help our print and promo distributor members dynamically grow their sales, increase their profits and have more fun in the pursuit of their dreams. That said, our top priority for 2016 is the successful development of our new division, Global Graphics Network (GGN). GGN’s unique focus is on assisting owners of commercial print shops to similarly grow their sales, increase their profits and have more fun in the pursuit of their dreams, too. One of the unique features of the GGN model is that it is not a 100 percent broker model. Many GGN members may elect to continue to own equipment and continue to produce some of their ongoing sales.

P+P: What makes this industry so special? What does it get right?
GM: Our industry is very special because virtually everything we sell is custom printed. Our customers buy print and promo because they have a unique need to communicate a message, grow a brand or incite behavior. This gives the best-of-the-best in our industry an opportunity to be true solutions providers, not just peddlers of products.

P+P: What is currently the biggest challenge a distributor faces? How can one overcome that challenge?
GM: As our supplier base continues to consolidate and tighten their terms, increasing numbers of undercapitalized distributors may experience challenges in being able to do business without providing cash advances and/or accelerating their payments to suppliers. We see a number of distributors joining Proforma because they need assistance with accelerating cash (in addition to a number of other issues, including sales and profit growth).