#48 Joe Falcone

The Sourcing Group (asi/330100) – Chief Operating Officer

2025 Rank: NR

Industry Experience: 40 years

Previous Appearances on Counselor Power 50: 0

Joe Falcone says he has a lot to be proud of. For starters, Counselor Top 40 distributor The Sourcing Group (asi/330100) – the print and promo company he helped launch more than 20 years ago and now helps lead as COO – hit nearly a quarter of a billion dollars in total sales in 2025, with projected growth in 2026 of about 8% to 10%.

“These are great numbers,” Falcone says, “but I think the bigger story is what’s happening behind them.”

Behind those numbers, Falcone says, is a company evolving to become much more than what one might think a traditional print or promotional products distributor offers.

“We’re taking much more of an agency approach to how we support our clients, looking at their brand and their business more holistically, rather than simply responding to the next project or product need,” Falcone says. “Our clients are asking us to solve bigger problems across merchandise, print, signage, creative, technology, logistics and fulfillment. Our opportunity is to bring all of those capabilities together under one team and create a more thoughtful, connected brand experience.”

That approach includes transparent pricing and using technological advancements like AI when appropriate. Falcone says that he’s very careful, though, to avoid “winning the race to the bottom” that comes with selling on price alone.

“Our job is to give clients more reasons to choose TSG beyond the price of an individual product,” he says. “Price will always matter, but so do trust, creativity, speed, expertise, execution and relationships. Our opportunity is to keep getting better at all of them.”

“Joe has always been willing to discuss a common problem or opportunity we share, and I’m thankful for our friendship.” Justin Zavadil, ASB (asi/120075)

Though Falcone is new to the Counselor Power 50 list this year, he’s well entrenched in the industry’s inner workings. His journey in promo started at 19 years old on the print side. “After a reality check in year one to actually make the calls, I was able to build my personal business to $4 million,” he recalls.

He might say he needed that reality check, but the motivation to put in the work and get the job done was something instilled in him by his father at a young age, who led by example. “I was raised with a solid work ethic, as my father was a police officer and a coach while working two other jobs to provide for the family and the community,” he says. “That taught me the values required from his mentorship, and I have strived to maintain those same values.”

Those values have carried him through his career, including a decade-long stint at former Counselor Top 40 distributor WorkflowOne, where he met his current TSG business partners, CEO Billy Caan and President Dennis Clemente. In his role at TSG as COO and partner, he applies his father’s lessons by leading with integrity and a strong work ethic. His colleagues and competitors recognize his ambition and business acumen, both grounded in a genuine regard for people.

Justin Zavadil, a member of the Counselor Power 50 and president & CEO of Counselor Top 40 distributor ASB (asi/120075), shares common connections with Falcone on the print side of the industry going back many years. “Joe’s a great leader, and I have a tremendous amount of respect for how he and his partners run their business at The Sourcing Group,” says Zavadil, Counselor’s 2025 Person of the Year. “TSG has always been a really strong competitor in both the print and promo markets, and I’m glad they’re getting the recognition they deserve on the branded merchandise side. Joe has always been willing to discuss a common problem or opportunity we share, and I’m thankful for our friendship.”

Falcone says the path forward for TSG includes investment in technology and automation, like so many in the industry are doing right now, along with infrastructure and operational improvements to make the client experience the best it can possibly be. When you’re avoiding a race to the bottom, after all, these are the things that set you apart from the competition and make customers want to work with you specifically. That’s Falcone’s stated goal.

And you can’t argue with results. TSG’s 2025 North American promo revenue reached $70.5 million – representing growth of 53% since 2023. But for Falcone, he’s approaching the future of TSG with an eye toward more than just financials and percentages as his guiding force.

“Growth will absolutely be part of how we measure success, but it won’t be the only measure,” Falcone says. “I want to build a company where great people want to work, great clients want to stay and both expect more from us because we’ve proven we’re capable of delivering more.”