Xerox Reorganizes Sales Force for Digital Growth

ROCHESTER, NY—Xerox recently revealed a company-wide strategy to mobilize its global direct-sales force behind an initiative that, over a 10-year period, will grow to represent as much as 50 percent of its overall business.

Xerox has refocused its direct-sales efforts by industry, rather than by products or geography. Six segments teams—each with its own P&L responsibilities and customer councils—are being established, focusing on publishing, creative professionals, prepress, commer- cial printing, franchises/ quick printing and service bureaus.

As part of its new "Global Industry Solutions" portfolio, Xerox wants to redefine the value of digital printing by helping graphic arts companies use knowledge to outpace competitors in the global marketplace.

According to Frank Steenburgh, senior vice president and general manager of Worldwide Graphic Arts Business, Xerox Document Solutions Group, "What's most important in this industry is competitive differentiation that enables customers to capitalize on the fundamental shifts going on in the industry—shifts that are redefining the way business gets done and the way value is getting delivered," contends Steenburgh.

Solutions are being developed by Xerox, and in partnership with other strategic suppliers. Initially, these will include:

* The 1:1 Marketing solution for high-impact, personalized documents will enable service providers to seamlessly integrate PostScript files into mainframe applications, where the majority of customer data resides.

* Its Global Distribution solution will enable providers to distribute documents via a secure, global, electronic network; to better service existing clients by offering access to global production and publishing services worldwide; to guarantee that every document printed at other production sites meets customers' quality standards; and to access services needed in a global market, such as reformatting, translation, multi-national document management, scanning and digitization.

* Xerox will offer its Digital Book solution, which uses print-on-demand technology, enabling book printers to digitally store titles and print the desired quantity instantly.

* Its Internet Delivery solution will allow document service providers, which output hard-copy statements and bills, to redirect data to recipients via the World Wide Web.

This will enable graphic arts companies to support collection and analysis of personal data for cross-selling and 1:1 marketing; save time through streamlined statement processing; and drive down the cost of producing statements, from $1.40 to 30 cents.

* Just-In-Time Documentation will enable graphic arts firms to provide their customers with updated and accurate documentation. For example, the latest version of a product manual, user guide or other document can be stored digitally—always ready for corrections, updates and use.

Upon request, the most current version can then be printed and finished for shipment in the desired quantity and at the point of need.

Steenburgh also revealed that Xerox's portfolio of graphic arts industry solutions will expand further.