There are few leaders who bring more care and intentionality to acquisitions than Doceo CEO and President John Lewis. The very subject never ceases to bring a smile to his face.
Based in York, Pennsylvania, Doceo is a rapidly growing office technology provider representing an august lineup of OEMs—Toshiba, Epson, Canon, Kyocera, Dell, Lexmark and Xerox. Under Lewis’ leadership, the company has become one of the most respected growth-minded organizations in the Mid-Atlantic and one of Toshiba’s largest distributors in the United States. When it comes to acquisitions, Lewis enjoys sitting down with fellow entrepreneurs, listening to their stories and helping them transition in a way that honors their legacy.
Doceo’s own legacy is something Lewis has carefully shaped over the past two decades. And while succession planning is underway, he’s not quite ready to pass the torch. Having just turned 60, Lewis plans to work another 10 years before retirement. He’s promised his wife, Meleah, that he’ll call it a career at 70. Between now and then, he hopes to complete another 40 to 50 acquisitions, each one carefully selected to align with the company’s culture and long-term vision.
While Doceo’s current footprint is rooted in the Mid-Atlantic, Lewis is fully open to expanding beyond it so long as the opportunity aligns with Doceo’s strategy and culture. Just last year, the company pursued a prominent dealership in Texas, but the deal ultimately didn’t cross the finish line. For Lewis, it served as a reminder that Doceo’s growth isn’t about chasing every opportunity—it’s about pursuing the right ones, at the right time, with the right fit.
When asked whether Doceo could reach $100 million in revenue before he retires, Lewis doesn’t hesitate. “It’s too soon to say,” he said. “But I feel very good about our odds. We’re building the right way: with the right people, the right partners and the right mindset.”
Lewis is quick to clarify that growth for growth’s sake isn’t the goal. For him, every acquisition must dovetail with Doceo culturally, operationally and relationally. He’s seen firsthand how deals done for the wrong reasons can unravel a company’s identity.
“I’ve watched great companies lose their culture overnight,” he noted. “You need to acquire a company for its human capital and/or strategic customers.”
He also draws a clear distinction between two types of sellers: those who are simply looking to cash out and those who care deeply about their people, legacy and customers. “We do better with the latter,” Lewis said. “Those are the conversations I enjoy. That’s where we find alignment, and that’s when it works. We’re helping people retire and be rewarded for their years of hard work. We’re pretty good at finding common ground—simply and effectively—without a lot of games.”
He brings his leadership team into every deal decision to ensure alignment at every step. At the core of that team are two trusted constants: Christian White, Doceo’s co-founder and COO/CTO, and Joette Willey, the company’s CFO. Their insight and steadiness help ensure every transaction is approached with discipline, care and a clear sense of purpose.
In the Beginning
Doceo was founded in 2004 by Lewis, White and the late David Bryson, and they wanted a name that reflected their values. One night, Lewis discussed the naming challenge with his son, Seth, who was in ninth grade and taking Latin as an elective.
“Have you ever considered a Latin word, Dad?” Seth asked.
That question led them to Doceo—Latin for “to teach.” The name resonated and reflected the company’s belief in service, education and thoughtful guidance. Two decades later, Lewis believes it still holds up as both a brand and a philosophy.
“We’re not here to pressure people,” he said. “That’s never been my style. We listen. We teach. We solve. That’s what ‘Proven Technology. Proven People.’ really means.”
For the first 14 years, the company focused exclusively on organic growth, building its foundation through disciplined execution and strong client relationships. That approach laid the groundwork for the next chapter, one defined by strategic acquisitions. In the first half of this year, Doceo completed three strategic acquisitions: Unison Business Solutions, the print technology division of Landis Office Center and the print technology division of Graffen Business Systems.
Doceo serves clients across the Mid-Atlantic, including Pennsylvania, Maryland, Virginia, West Virginia and Washington, D.C. The verticals in which it’s found the most success include education and religious organizations, followed by legal, government, nonprofit, AEC and SMB sectors. Traditional offerings span MFPs, wide-format, production print and managed print services, each backed by a growing IT solutions portfolio.
After a record-setting 2024, Doceo continued its momentum into 2025, with revenue up 8.2% through the first two quarters. The lift reflects both print technology investments and strategic acquisitions.
“We’re always seeking profitable growth,” Lewis noted. “Last year, across all divisions, was historic for Doceo. We sailed past the $20 million mark, which was our goal, and haven’t looked back.”
New Leadership Energy and Brand Focus
Doceo’s leadership bench has long been a source of strength. Recent strategic hires have added fresh perspective and momentum, complementing an already seasoned and capable team. Leading the charge on the IT front is Vice President of IT Sales Todd Murtoff, who joined in early 2025 and quickly made his mark. He oversees Doceo’s IT strategy across cybersecurity, infrastructure, continuity and automation—solutions built to help keep clients protected and productive.
“I’ve never seen anyone fill up a pipeline as quickly as Todd,” Lewis said. “He blended into our culture immediately; it feels like he’s been here for years.”
Another pivotal addition to Doceo’s executive team is Jim Haney, who joined as chief marketing officer last January. With more than two decades of experience spanning global manufacturers (Ricoh, Xerox) and the dealer channel—including five years overseeing marketing strategy for a $150 million mega dealer—Haney brings a rare blend of enterprise insight, hands-on execution and brand-driven leadership. His track record includes guiding go-to-market strategy across IT solutions and print technology, with a strong focus on digital transformation, applied AI and the psychology behind today’s buyer’s journey.
“Marketing today has to do more than get attention. It has to drive results, build trust and support the way today’s buyers make decisions,” Haney said. “At Doceo, we’re bringing that to life through digital-first strategy, practical AI integration and go-to-market execution that puts the customer first.”
In addition to leading Doceo’s marketing strategy, Haney has full P&L responsibility for two key growth areas: outsourced printing and marketing services, the latter of which launches this fall. “Jim is a crucial part of Doceo’s succession plan,” Lewis noted. “He brings vision, experience and a ton of heart.”
To further strengthen Doceo’s leadership group, the company is currently searching for a chief revenue officer to accelerate cross-sell efforts, scale IT growth and play a leading role in Doceo’s next phase of growth.
Marketing Prowess
Launching this fall, Doceo Marketing Services is designed for copier dealers and MSPs that want marketing to do what it should: generate leads, build credibility and drive real revenue growth. For dealers and MSPs, the real challenge has never been finding a marketing agency—it’s been finding one that understands the industry. That knows how dealerships operate. That connects (and can actually deliver) marketing results that drive revenue.
“That’s the difference here,” said Haney. “This isn’t outside-in strategy—it’s built from the inside, by someone who’s lived it for over 20 years. I’ve led marketing at every level: OEMs, mega dealers, and now at Doceo. I know what works, what doesn’t, and how to execute in a way that moves the business forward.”
Doceo Marketing Services focuses on relevance—earning trust with buyers, building authority with Google and AI-powered search, and making your brand memorable before the first conversation even happens. Services include strategy and execution across:
- SEO that attracts and converts the right buyers
- Websites that keep visitors engaged—and move them forward
- Content, PR and thought leadership that builds credibility
- Sales enablement tools and campaigns that support reps
- LinkedIn and social selling training
- AI 1:1 training and team workshops
- Marketing roadmaps, budget planning and business alignment tied directly to the P&L
“Lead generation and revenue growth are the outcomes,” Haney added. “But they only happen when your strategy builds trust, creates relevance and supports the way today’s buyers research, evaluate and ultimately choose who they trust to do business with.”
Innovation and AI
Artificial intelligence (AI) is playing an increasingly strategic role in Doceo’s future, with a focus on leveraging it to improve efficiency, support the team and elevate the customer experience. Haney and White are co-leading Doceo’s AI roadmap, identifying practical use cases in marketing, reporting and operational workflows.
Haney holds a certification in generative AI and digital transformation from MIT, bringing both strategic insight and hands-on understanding to the initiative. The duo’s ultimate goal is to automate routine processes and efforts so the team can focus on more pressing matters.
“We’re approaching AI with intention,” White said. “We’re looking at where it can support our people, simplify what’s complex and strengthen the way we serve our customers.”
Doceo’s ability to grow without losing its cultural footing is fueled by the strength and alignment of its full leadership team. From strategy to execution, the company is led by seasoned professionals who bring deep experience, operational discipline and a shared commitment to customers, culture and continuous improvement.
This leadership bench doesn’t just manage departments—it helps shape the direction of the business. Whether it’s scaling new services, supporting acquisitions, mentoring talent or driving operational excellence, this team plays a hands-on role in keeping Doceo’s vision aligned and grounded.
Across every core function—sales, service, IT, marketing, operations and finance—Doceo team members adhere to a strategic focus and a “Proven People” mindset. “We have the right people in the right seats,” Lewis said. “They lead with a service mindset and a proven ability to execute—for both our customers and our company. They bring decades of experience and a consistent track record of delivering results. That’s what makes this team so strong.”
Ownership with Purpose
As part of his long-term vision for Doceo, Lewis is also preparing to transition the company to a 100% employee-owned model. Over the next year, he plans to convert Doceo into an employee stock ownership plan (ESOP), ensuring that the people who help build the company every day also have a stake in its future. For Lewis, the ESOP is more than a financial structure—it’s a way to reinforce the values that have defined Doceo from the beginning: loyalty, transparency, and shared success.
“I’ve never had any interest in selling to private equity or an OEM, and I still don’t,” Lewis said. “This company isn’t built for shareholders. It’s built for the people inside it. They’ve earned the right to shape what comes next.”
