We asked Karl Boissonneault, Xerox’s president of North America channels, for a few minutes of his time and posed seven questions to him. A 12-year company veteran, he has been in his current position since August 2023. Earlier in his career, Boissonneault was focused on the Canadian market and spent nine years with dealer A.F. Smith, as well as two years as a territory manager with Canon in Montreal:
We saw your announcement of the new GTM organization at Xerox. Can you elaborate on what that go-to-market strategy looks like and how it will affect partners?
KB: We’re making a meaningful change to the way we go to market, and it’s designed with partners front and center.
We implemented a new global print go-to-market model, moving away from a regionally fragmented structure toward a standardized global approach that unifies sales engagement and sharpens regional focus. The goal is straightforward: drive sustainable growth across print, IT solutions, digital services, and graphic communications by building a more integrated, efficient commercial engine.
Here’s a look Xerox’s “brand” new logo.
At the core of this model is a unified segmentation approach, starting in North America and Western Europe. Direct sales will focus on enterprise and corporate clients, while partners step into an expanded role covering SMB clients and hardware fulfillment, supported by inside sales. This isn’t just a reorganization; it’s a deliberate investment in the partner channel. This emphasis on partners is because we believe partners are the right way to serve SMB clients who need speed, flexibility, and localized engagement.
Across the board, we’re optimizing sales coverage, eliminating overlap, and embedding data, automation, and AI into our commercial engine to improve execution and decision-making.
All of this connects directly to our Reinvention priorities: simplifying the operating model, improving efficiency, and scaling coverage without adding complexity. And it’s built to support both our Xerox and Lexmark partners moving forward.
Building on the new GTM announcement and alignment with Lexmark, what is the status of the integration? What does that look like for your partners?
KB: The integration is progressing, and we’re focused on making sure partners feel the benefits quickly and concretely.
Xerox is now a single, integrated technology company built to simplify modern work. We have unified print, IT solutions, and intelligent digital services into a single provider. Instead of fragmented vendors solving pieces of the problem, Xerox delivers end-to-end solutions that reduce complexity, strengthen security and make work, work.
The Lexmark CX950se is an A3-format, color MFP.
We’re actively working to expand what partners can bring to clients. That includes access to the Lexmark 9-Series portfolio, the Xerox Easy Assist App, and the broader Xerox software and hardware ecosystem. The intention is simple: give partners a fuller, more capable portfolio so they can deepen relationships with existing clients and open new conversations that weren’t possible before.
In addition, we are refreshing the Xerox brand identity with an updated logo to reflect the integration of Lexmark and signal the next phase of Xerox transformation into a stronger, more competitive technology company.
How are you increasing your sales and marketing support for your dealers?
KB: Dealer success is a direct reflection of our success, and we’re backing that up with real investment.
One of the most significant things we’re bringing to the table is the Global Accelerator Network (GAN). This isn’t just another partner program. It’s a competitive advantage built specifically around our partners’ growth ambitions. Through GAN, partners gain access to a comprehensive, integrated portfolio of Lexmark and Xerox offerings that can be tailored to address any client need. In short, it gives partners more ways to win.
The Global Accelerator Network continues to be our most powerful vehicle for delivering partner support. Whether it’s structured training, access to co-marketing tools, or technical resources, the GAN is built to help partners compete and grow. We’re continuously evolving the program to ensure it keeps pace with what dealers need in the field.
Beyond GAN, we’re also expanding access to Market Development Funds (MDF). MDF puts real resources behind partners’ marketing and sales efforts so they can drive demand in their local markets, with our backing. We see MDF as a way to multiply partners’ capacity to reach clients, generate leads, and close business, without carrying the full cost alone.
What’s the benefit for dealers who add production to their portfolios?
KB: Adding production printing to a dealers’ portfolio means tapping into one of the most compelling growth opportunities in the market right now, and we’ve built everything partners need to capture it.
The continued migration of page volume from offset to digital presses is creating real, addressable business for dealers ready to move. Whether partners are just entering the color and monochrome segments or already established and looking to scale, the opportunity is there.
The Xerox® Proficio™ PX300 digital press is designed for mid-production color printing.
What makes Xerox different is the ecosystem we’ve built around the hardware. Our workflow automation, AI-assisted tools, and integrated approach across pre-press, on-press, and finishing give print providers a smarter, more productive way to run their operations. By removing manual touchpoints, dealers can cut costs, accelerate turnaround times, and redirect energy toward higher-value work.
The Xerox Production Ecosystem covers five core areas: productivity, workflow automation, AI-driven service delivery, data security, and reducing environmental impact; giving print providers a complete, future-ready operation.
We also recognize that no two print providers are the same. That’s why our portfolio is flexible and modular. From digital presses to automation tools and workflow solutions, the portfolio can be tailored to environments ranging from emerging print shops to high-volume commercial operations. That adaptability protects partners’ capital investment and ensures they can diversify, grow, and evolve at their own pace.
The two most critical areas in the current business environment are diversification (as a strategy), profitability, and sustainability. Will Xerox make any effort to provide the former Lexmark dealers with any solutions for those three prominent areas?
KB: Absolutely. We think we’re well-positioned to help on all three fronts.
Our differentiation lies in helping dealers win beyond hardware. Our ecosystem is focused on automation, analytics, and secure hybrid-work outcomes. We help partners build toward recurring, predictable revenue streams rather than relying solely on transactional hardware sales. That pivot toward services is one of the most effective paths to both diversification and improved profitability. Our refreshed managed print services is a strong example of how this comes to life; offering clients relief from complexity while delivering dealers a sustainable, margin-positive engagement model.
For former Lexmark BSD dealers who want to expand their offerings to include Xerox products and solutions, we’re making it easier to get started. Our field teams will facilitate access to Xerox programs and products to ensure mutual success.
Please summarize the areas where you believe Xerox’s products, solutions, support, and services will increase the dealer’s business?
KB: The way people work has fundamentally changed, and that creates a significant opening for dealers who are ready to evolve alongside their customers.
We’re continuing to build out a smarter, AI-powered workplace ecosystem that connects hardware, apps, cloud services, and emerging AI capabilities into a seamless experience. Whether your clients are working remotely, in a hybrid setup, or fully on-site, the goal is to deliver consistent productivity, security, and support to make it easier for their teams to focus on what matters most. That’s the kind of value proposition that creates stickiness and deepens dealer-client relationships.
Beyond the core print environment, we’re expanding to help organizations digitize workflows, automate routine tasks, and unlock new efficiencies. The world of work is evolving, and we’re positioned to lead with innovation, equipping clients with the tools and insights they need to thrive in a more connected, data-driven, and sustainable future.
AI and automation are especially central to this. Users today expect their office technology to actively enhance how they work, not just perform basic functions. The shift toward hybrid work and the evolution in printing needs means there’s a real appetite for the kind of integrated digital and remote solutions we’re bringing to market. Dealers who can speak to those needs confidently and back it up with a Xerox portfolio are in a strong position to grow wallet share with existing clients and open doors with new ones.
Closing Remark – Why partner with Xerox?
KB: Partnering with Xerox means having a company that’s invested in your growth, not just your orders.
The revenue growth potential is real. Dealers who embrace the full breadth of what Xerox brings to the table — hardware, software, services, and solutions — are positioned not just for incremental gains but for meaningful business expansion. We’re committed to supporting that journey, bridging gaps where they exist and helping you capitalize on every opportunity in your market.
