01732 759725 34 Accelerating the pace At the Xerox Western Europe Channel Forum which took place in Frankfurt 11-12 May, the company provided an update on the Lexmark integration process, set out its go-to-market strategy and priorities, and outlined growth opportunities for resellers across print, digital services, and workflow solutions. Michelle Ryder reports Xerox’s December 2024 announcement of its intention to acquire Lexmark prompted mixed reactions from the channel. Some said that the combined strengths of both organisations – Lexmark’s technology ownership and Xerox’s wider solutions portfolio would be a positive, while others thought that Lexmark would be absorbed into the larger Xerox organisation, and that its long-established, channel-centric heritage would be lost in the process. From the outset, however, Xerox leaders were adamant that the integration would focus on combining the best of both companies. That strategy was reinforced in Frankfurt where Xerox demonstrated a clear commitment to positioning partners as its primary route to market. This was reflected in a new go-to-market strategy that places partners at the centre, supported by a broader portfolio spanning A3 and A4 devices, production print, workflow software and services. Unified sales organisation Xerox now has a unified sales organisation that merges direct engagement with a partner-first mind-set, designed to strengthen its competitive position across the combined Xerox–Lexmark portfolio, enabling greater consistency across routes to market while supporting profitable growth. As reported in PrintIT Reseller Issue 139, Thomas Valjak has been appointed President of Channel Sales Western Europe and Danny Molhoek as President of Enterprise Sales Western Europe. The model unifies the Xerox– Lexmark sales structure and sharpens regional focus, positioning it to drive growth across enterprise, SMB and partner‑led segments. A pivotal moment Valjak opened the Channel Forum by describing it as a pivotal moment, bringing partners from both legacy organisations together for the first time. He characterised the integration of two companies with rich heritage, as a journey, emphasising the significant opportunities for Xerox and its partners to grow together. Valjak outlined Xerox’s five strategic plays: rebuilding its transactional model, expanding its footprint through partners, strengthening A3 leadership, differentiating through digital and IT solutions, and becoming the partners’ partner of choice. “There is opportunity to do more with partners,” he said, adding that the number one benefit of working with partners is that they extend Xerox’s reach and add capabilities beyond its own portfolio. “Our strategy is partnercentric and we are working toward indirect fulfilment being the default,” he stated. He also addressed the challenges facing the market – customers scaling down fleets, renewing existing contracts, and navigating a commoditised hardware landscape with increasing price pressure. “Profits are under pressure and MIF churn remains high,” he said. “Staying the course is not a good strategy.” Valjak confirmed that Xerox’s priorities centre on increasing print market share by keeping devices in the field longer, placing equipment with new customers, and delivering value through differentiation rather than price. He explained that the focus is on slowing MIF erosion and driving growth by extending contracts and warranties on existing fleets, prioritising new customer acquisition, and increasing attachment of services, software and solutions. Targeting high value core markets Molhoek emphasised the strategic importance of the named accounts division, clarifying that it is not a direct-only operation. He stressed that the division would only engage directly with customers where an existing arrangement already exists or where a customer explicitly requires a direct vendor relationship. All other opportunities, he said, will be pursued in collaboration with channel partners. The named accounts division will focus on high value core markets. Its strategy centres on expanding, developing and closing sales opportunities with named enterprise customers, driving corporate and commercial sales through XBS, and partnering with SIs to extend Xerox’s capabilities and reach. EVENTS continued... Danny Molhoek
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