Xerox has announced a redesigned global print go-to-market structure that unifies sales engagement, sharpens regional focus, and positions the company to reclaim market share and drive growth across key solution areas. Notably, the evolution reinforces the company’s commitment to partner-led expansion
The updated print go-to-market framework is organised into three regional models, North America, Western Europe, and the rest of the world, supported by a dedicated global production print services division and two specialised teams focused on distribution and inside sales.
Xerox says the new structure is built around a streamlined, integrated sales system designed to enable stronger client outcomes, reduced service costs and increased sales efficiency, while tapping into high value opportunities in print, IT solutions and digital services, and graphic communications.
Unified sales structure
The model unifies the Xerox–Lexmark sales structure and sharpens regional focus, positioning it to drive growth across enterprise, SMB and partner-led segments. Direct sales will concentrate on enterprise and corporate clients, with greater emphasis on services integration, workflow optimisation and managed solutions, while partners take on expanded hardware fulfilment and SMB coverage, supported by inside sales, strengthening consistency, scalability and operational simplicity.
The integrated model is designed to strengthen Xerox’s competitive position across the combined Xerox–Lexmark portfolio, enabling greater consistency across routes to market while supporting profitable growth.
Regional focus
Thomas Valjak will lead Western Europe channels and partners while Danny Molhoek will lead Western Europe managed accounts. The restructure also signals the full integration of the two companies which will now operate under the Xerox brand.
Valjak explained that globally the company is bringing both teams together. “We are moving away from the Lexmark team and the Xerox team. We’re combining both sales organisations and creating two go‑to‑market teams on a regional level and on a country level.
“We are establishing a named accounts organisation led by Danny which will focus on directly pursuing opportunities with named accounts in the corporate, enterprise and public sector spaces, with complex solution requirements. Some of them might be national, some of them international, or even global.”
The channel sales organisation headed up by Valjak will manage engagement with partners serving non-named accounts.
Partner-led strategy
“Lexmark works with a dedicated group of account managers who each oversee a defined list of major organisations, many of which were identified years ago. Xerox operates in much the same way,” Molhoek explained.
“These teams focus on large commercial and public sector clients, whether local, global, or international. They’re what I’d call missionary salespeople, they go in, champion the full portfolio, and uncover new opportunities within those accounts. That doesn’t always mean we sell direct; often those wins are fulfilled through our channel partners. And historically, at Lexmark, we’ve always leveraged the strength of our partners in exactly that way, just as Xerox has too.”
He continued: “The interesting thing as well is, if you take a look at both organisations from a channel enterprise point of view, there’s hardly any overlap. We’re super happy with that by the way!
“I’m currently defining the concepts and roles we need, and everything is moving smoothly. As we take the next step, we can now look at a wide range of historical Lexmark accounts and align them with a broader portfolio of products. From Xerox’s perspective, many of the strengths we’ve built at Lexmark, our international reach, geographic coverage, and ability to support global clients translate perfectly. In that sense, it’s a perfect match.”
Valjak added: “That’s why we refer to it as the named account sales organisation and the channel sales organisation, so there’s noassumption that named account means direct. Our default strategy is always partner first.
“If an end-user already works with a partner who brings additional value, other services, product categories, or capabilities, we continue through that partner. We only engage directly when a customer explicitly requests a vendor- direct relationship such as in an RFP, or when the requirements are so global, complex or specialised, that direct engagement is the best path. Otherwise, we go through the partner.”
Expanded portfolios
In terms of bringing the Lexmark portfolio to Xerox partners and vice versa, Valjak said there are still a lot of integration efforts ahead.
“When it comes to ordering tools, pricing systems, and channel programmes, everything remains as‑is for this year. We’re working hard to bring these elements together over the foreseeable future. For legacy Lexmark partners, there’s significant opportunity, especially with our production offerings, which are completely new to many of them. We’re training our teams internally and sharing these developments with partners externally so we can map out the next steps.
“Likewise, Xerox partners are now looking at the Lexmark portfolio and seeing real potential, BSD, for example, is generating a lot of interest. We’re putting the right structures in place to give partners broader access, whether they come from the Xerox side exploring Lexmark products or vice versa. Over the next few years, the portfolios will naturally merge into one, but we’re not waiting for that. We’re already moving forward, even if it is still early days.”
Broader A3 portfolio
Xerox is already making progress building an increasingly integrated portfolio of printers, MFPs, software and services. For example, legacy Xerox clients and partners worldwide now have access to the Lexmark 9-Series line of printers, extending the company’s A3 platform with a line known for its versatility, simplicity, serviceability and sustainability.
Compatibility between Lexmark devices and Xerox managed print services, print solutions, app and Xerox Workflow Central reinforces a consistent and scalable operating model across enterprise and departmental environments, including back office, retail, healthcare and manufacturing.
Jacques-Edouard Gueden, Chief Revenue Officer at Xerox said: “This is more than an integration milestone. It marks a meaningful step forward in how we operate and go to market. By aligning our teams behind a unified portfolio and sales model, we are strengthening reliability, operational consistency and long-term value for our clients. This is Reinvention in action, simplifying our core and driving sustainable growth.”
The 9-Series platform
The 9-Series platform, built in- house and engineered for long-term performance, is structured around four core attributes. Versatility, simplicity, serviceability and sustainability.
Whether supporting front office teams or high-volume production environments, the platform handles a wide range of media sizes (A6 to SRA3), demanding duty cycles, and advanced finishing needs. Professional colour features, including PANTONE calibration, help clients produce polished, consistent output. An intuitive interface with clear prompts helps users complete everyday tasks quickly and confidently. Clients benefit from the peace of mind that comes with the industry’s most comprehensive security portfolio, delivered as a standard feature right out of the box.
The 9-Series uses long-life components and a streamlined design with fewer parts to help reduce the risk of technical issues. Routine maintenance is designed to minimise disruption, toner can be replaced with one hand, service points are clearly marked, and guided visual cues simplify common actions, reducing downtime and keeping work moving.
With industry-leading post- consumer recycled (PCR) content (56% by weight for base-model MFPs and 73% for the base-model printer, based on IEEE calculation procedures), the 9-Series helps lower environmental impact across the product lifecycle helping businesses meet performance needs while advancing environmental commitments.
Unified software and workflow experience
Xerox and Lexmark printers and MFPs also now support software and apps including Xerox Easy Assist, Xerox Print & Scan Experience, Xerox App Gallery, XEROX-LEXMARK and ConnectKey apps. Cloud connectors and workflow applications such as Xerox Translate & Print and Xerox Workflow Central allow organisations to standardise processes, simplify fleet management and accelerate digital processes across mixed device environments.
Collaboration
Valjak said that internal collaboration across both organisations and external collaboration with the channel is key.“At past Lexmark events, I’ve always stressed how important it is for us to gather feedback, act on it, and maintain a genuine two way conversation.
“I’m now doing the same with Xerox partners, and the response has been extremely positive. At the end of the day, it’s all about unlocking more value for our partners so they can increase value to their customers, hopefully leading customers to choose our partners, and in turn, choose us.
“That means expanding access to the portfolio and enabling partners to do more. There’s so much beyond hardware, when you think about software solutions, channel programme offerings, and opportunities like bringing BSD into the Xerox partner ecosystem or introducing production to Lexmark partners.
“The good news is that, as Danny said, there’s very little overlap between the two partner bases. Xerox partners typically focus on smaller businesses, while Lexmark resellers tend to serve medium and large organisations. That creates real opportunities for leverage on both sides,” he concluded.
