img-Host-Committee-Artboard 2 copy 5-100.jpg

Janie Goldberg
OmniSource Marketing

“If you’re not failing often, you’re taking too few risks. Failure from inspired, decisive action is a priceless teacher. Failure to act is an expense you cannot afford.”

  • Founded: 1987
  • Year WBE took Ownership (if not founder): 1991
  • Headquartered: Indianapolis, Indiana
  • About: OmniSource Marketing is a brand performance agency, managing promotional merchandise for Fortune 500 companies at the enterprise level.  Our PromoCloud spend management solution makes it easy for buyers across vast, global enterprises to quickly and easily procure brand-approved promotional merchandise.  Our contractual clients include the largest, global Food and Beverage Companies, Automakers and OEMs, Simon Malls and Universities.  We drive contractual compliance by making brand-approved promo simple to find, easy to buy and quick to deliver
  • Website:
  • Social Media: Twitter, Facebook, Instagram, LinkedIn

Q: When and how was your business started? OR If you did not start your business, how and when did you come into ownership of your company?

At nearly 50 years of age, I left the business my dad started to strike out on my own.  A friend had a small t-shirt printing business which couldn’t get off the ground.  I knew nothing about printing t-shirts, but I thought, “I know business—I could do something with that.”  Now, 28 years and over 75 million t-shirts later, I’m not only the owner of one of the largest WBE promo agencies, I can still print a t-shirt!

Q: How has your company grown and changed since becoming WBENC-Certified? What has been the greatest benefit of certification for you and your company?

Since getting certified, my agency has doubled its revenue.  Certification qualifies us to earn an audience with Fortune 500 companies we would otherwise never be asked to pitch.  Through certification, WBENC training and continuous pitching, we have not only found our voice, but refined it to speak directly to the needs of corporations, in a language corporate buyers understand.

Q: What advice do you have for a new entrepreneur?

Don’t be afraid to fail!  If you’re not failing often, you’re taking too few risks.  Failure from inspired, decisive action is a priceless teacher. Failure to act is an expense you cannot afford.

Q: How did you learn about WBENC Certification?

By accident—don’t be like me!  After being passed over in supplier consolidation at one of my largest customers, I found their supplier diversity team and they found me after the fact.  I was the largest WBE in my commodity; they had no idea we existed and I thought my state certification was enough!  Today, when I see an invoice to a new account that seems like a major corporation, I make sure to find their supplier diversity department so they know we’re doing business with each other.

Q: If you partnered with other WBENC-Certified WBEs in the past on contracts or utilized other WBEs as suppliers, what has been the benefit? Why do you feel it is important to work with other WBEs in the WBENC network?

Understand your commodity and find partners in nearby commodities.  In the marketing space, - through our WBENC Regional Partner Organization, Great Lakes WBC - we can vet WBEs who complement our services, like printers and mail houses, to expand the scope of our service offering.  It not only expands our offering, it deepens our bench of talent, improving our ability to surprise and delight our clients.

Q: How do you approach the Business Fair Floor?

With respect for my company and others!  That means being prepared by researching corporations to find who’s a good fit for us.  It means focusing on their company—and how my company adds value to their supply chain.  And it means respecting their time by delivering a quick pitch, with a request to follow up in a manner suitable to them in the coming weeks.