Turn Your Technological Edge into a Competitive Advantage

Elaya helps you turn innovation into sustainable growth. We work with companies in the hardware, infrastructure, cybersecurity, and emerging technologies sectors to structure their go-to-market strategies, accelerate their expansion into new markets, and establish a leadership position in their respective categories.


's Commitment to Creating Value

Companies in the hardware, infrastructure, and emerging technologies sectors must transform their technical lead into a commercial advantage. As innovation cycles accelerate, value creation increasingly depends on the ability to develop a go-to-market strategy that matches the product’s potential.

Success hinges on a structured approach: assessing commercial maturity, rapidly deploying growth accelerators, and building a sustainable leadership position in the market.

Challenges in Tech & Hardware

Innovation alone is no longer enough to set a company apart
A superior product alone no longer guarantees a lasting competitive advantage.
Increased competition in new markets
The rapid arrival of new entrants is narrowing the windows of leadership.
Long and technical sales cycles
Complex purchasing decisions involving multiple technical approvals.
Lack of commercial maturity
Strong product teams, but go-to-market capabilities that are still insufficient.

Our Support

Go-to-Market Audit
Assess commercial maturity and identify barriers to growth.
100-Day Acceleration Plan
Quickly implement the high-impact sales strategies.
Sales Organization
Build a sales organization capable of bringing innovation to market.
Expansion into new markets
Structure the entry into new segments or new geographic areas.

Market Dynamics in the Tech & Hardware Sector

63% of technology companies believe their product advantage is insufficient to ensure their business growth. In a market where innovation cycles are accelerating, the leaders are those who best structure their path from product to market. But turning innovation into sustainable growth remains a real challenge.
50%
Business Growth Lags Behind Innovation
At half of all companies, sales performance is not keeping pace with product development.
24%
Longer sales cycles
The technical complexity of purchasing decisions significantly lengthens sales cycles.
44%
Not ready to scale
Less than half of sales teams are prepared to support rapid growth.
73%
A lack of alignment between the product and the business
Seven out of 10 executives cite the lack of alignment between product and sales teams as the main obstacle.

Our Solutions for Tech & Hardware

Elaya helps you turn your technological edge into a market leadership position. We identify and activate high-impact GTM levers to accelerate your growth, structure your sales organization, and build a sustainable advantage in your market.
Go-to-Market Audit
Assess your business maturity and identify the barriers to your growth.
Assessment of Commercial Capabilities
Competitive Benchmark
Analysis of the Technical Purchase Journey
Identifying Growth Opportunities
Acceleration in 100 Days
Quickly activate the most effective sales levers.
Identifying quick wins
Sales Cycle Optimization
Structuring Technical and Sales Discourse
Accelerating the pipeline
Sales Organization
Build an organization capable of bringing your innovation to market.
GTM Strategy and Organization
Team Organization and Training
Implementation of a technical presale
Management and Reporting Systems
Market Expansion
Organize your entry by new segments or geographic areas.
Prioritizing Target Markets
Adapting the product offering to new segments
Structuring of Distribution Channels
Building Strategic Partnerships
Improved Margins
Improve your profitability through pricing and operational efficiency.
Value-Based Pricing Strategies
Sales Productivity Gains
Sales Channel Optimization
Reduction in Acquisition Costs
Preparing for the Harvest
Strengthen your GTM capabilities to win over your future investors.
Building a Compelling Growth Story
Enhancing GTM Maturity
Demonstration of Scalability
Organization Ready for the Launch

Our Growth Stories in Tech & Hardware

These scenarios illustrate real-world results—anonymized and summarized—from several projects conducted with stakeholders in the hardware and emerging technologies sectors.
Scenario 1

Post-Launch Business Growth

Challenge
A hardware company had just launched a technologically superior product but was struggling to translate that advantage into business growth. The challenge: to quickly build a sales engine that could keep pace with the innovation.
Solution
Implementation of a 100-day plan: structuring the sales pitch, optimizing the sales cycle, and establishing a technical pre-sales process.
Result
Revenue growth increased from 11% to 34% annually, and the sales cycle was shortened by 22%.
Scenario 2

Go-to-Market Audit Prior to Expansion

Challenge
A technology infrastructure provider wanted to ensure a smooth expansion into new markets and assess the maturity of its sales engine.
Solution
Conducting a comprehensive GTM audit: competitive analysis, assessment of sales capabilities, and prioritization of target markets.
Result
Identification of three priority markets and growth potential of 28 M€, with a 100-day entry roadmap.
Scenario 3

Scaling Up Sales Operations

Challenge
A cybersecurity company had proven technology but a sales organization that was still rudimentary, limiting its ability to scale.
Solution
Redesign of the sales organization, establishment of a technical pre-sales team, and implementation of performance management systems.
Result
Sales productivity doubled, the opportunity conversion rate increased by 35%, and the qualified pipeline doubled.
Scenario 4

Preparing for a Fundraising Campaign

Challenge
A technology scale-up was preparing for a new round of fundraising and wanted to bolster the credibility of its business trajectory.
Solution
Build a data-driven growth story, enhance GTM maturity, and demonstrate the scalability of the business model.
Result
The funding round was completed at a valuation 1.9 times higher than initial expectations, with investors viewing the company's revenue growth as solid.

Choose Elaya, your network of Operating Partners who specialize in go-to-market strategies

All of our business experts have proven themselves in demanding environments.
Our consultants are not just theorists, but practitioners who have successfully implemented go-to-market strategies.

Stéphane Amiot

Operating Partner, GTM High Tech
Stéphane Amiot is a proven Go to Market leader, with solid experience in leading global teams and executing hyper-growth strategies for major SaaS industry leaders. Currently Chairman and CEO of the French subsidiaries of a billion-dollar US software publisher, he has previously held senior positions at Taleo/Oracle, SHL/Gartner, Cornerstone and ICIMS, and is also a Business Angels, investor and Board Member of several French tech start-ups.

Eric Gellé

Operating Partner, GTM High Tech
Éric Gellé is an expert in SaaS sales strategy with over 20 years of experience in the HR tech sector in Europe. He has led the growth of numerous companies, including iCIMS, SmartRecruiters, and Lumesse, by building high-performing sales teams and driving go-to-market strategies on an international scale.


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