ELZOMI: Commercial Transformation Consultants Trusted by Global and Growing B2B Brands

The UK ↔ Europe channel specialist for B2B tech and industrial brands

Helping technology and industrial brands enter, scale and restructure across the UK, DACH and wider Europe, with support in English, German and French.

Built on 23 years of hands-on channel experience across global IT vendors, distributors and resellers.

Who we work with.

ELZOMI is built for B2B technology businesses: manufacturers, distributors, resellers, and software publishers pursuing cross-border channel growth. We are a particularly strong fit for:

• North American tech brands entering the UK and Europe

• DACH manufacturers - technology and industrial Mittelstand - expanding into the UK

• UK-based B2B tech businesses scaling into DACH and wider Europe

• Founders, MDs, and commercial leaders who need senior expertise without a permanent hire

Who we are not for.

We are not the right fit for B2C or consumer brands, businesses without a channel motion, organisations looking for commission-only sales agents, or buyers shopping primarily on day rate. If that's the conversation, we will be honest about it early on and point you somewhere better.

A track record that speaks for itself.

~40%

Close rate on $300M+ annual pipeline, consistently above industry average

$3.6m

Largest single deal personally closed, a company record

100

Countries spanned across client projects and commercial operations

30+

International market launches personally led

90%

… of the Fortune 500 engaged within year one of a commercial department built from zero

$500m +

Revenue generated across a corporate career in international B2B technology

I've competed at the highest level.

Now I bring that to you.

My commercial career was built winning and managing relationships with some of the world's most demanding organisations.

The rigour, the standards, and the commercial polish that came from operating at that level are exactly what I now bring to founder-led businesses ready to grow.

Clients include:

Meta · Google · Microsoft · Amazon · Oracle · Hilton · BBC · Bechtle · QBS Software
and ~90% of the Fortune 500

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How we work together.

Most clients enter at the Market Entry Audit and work forward from there. It exists because the two most common ways to waste money entering a new market are picking the wrong partners and getting the compliance wrong, and both are avoidable with the right preparation. The Channel Build turns the resulting plan into signed partners and first pipeline. German Regulatory Cover handles the compliance layer German law requires before you can legally sell into the market, available on its own or alongside any engagement. Retained Commercial Advisory is for founders who want a senior operator embedded over the longer term, not just a plan on a shelf. You can enter at any point, but the sequence exists for a reason.

Market Entry Audit

Where most clients start.

A 4–6 week, fixed-fee engagement that produces your entry plan for the German market - or for DACH-based businesses, the UK. It's built on direct knowledge of how distribution actually works in both markets: who stocks what categories, on what margin terms, and what it realistically takes to get ranged. No recycled research. No guesswork on distributor appetite.

The deliverable is three things:

A named partner map: the distributors and resellers that matter for your category, ranked by fit, with a clear picture of the margin and terms environment you'll be operating in.
A regulatory entry checklist: what is legally required before you can sell (for Germany: WEEE/ElektroG registration, packaging compliance under VerpackG, GPSR, authorised representative), in what order, and what each step costs.
An entry sequence and 90-day go-to-market plan: the route from where you are today to first revenue, with the decisions and trade-offs made explicit rather than papered over.

Timeline: 4–6 weeks

Investment: £15,000, fixed

30-day checkpoint guarantee: At day 30, if you don't believe the plan will get you to market, you walk away with a full refund.

Retained Commercial Advisory

Senior commercial leadership without the permanent hire.

A 6–12 month retained engagement for founders and CEOs who want an operator in the room, not a consultant at arm's length. Someone with twenty-plus years running European channel businesses, who has negotiated with the largest IT resellers in the market and built distribution from scratch in fifteen countries.

This runs as a monthly working cadence with the founder or CEO, covering strategy, live pipeline, and the decisions directly in front of you. Direct involvement in priority deals and partner negotiations. Strategic input on commercial structure, pricing, and hiring. Board-level reporting and presence where required.

Timeline: 6–12 month commitments

Investment: From £5,000 per month

Channel Build

Turning the plan into signed partners and pipeline.

A 3–6 month engagement that delivers what the Diagnostic recommends: the right partners signed, a programme they'll actually work with, and first pipeline opened in the target market. Conducted in English, German, or French.

This covers partner identification, qualification, negotiation, and onboarding through to signature; programme architecture and operating cadence; first pipeline opened and qualified with named end customers; and handover documentation so your team can run the channel without us when the engagement ends.

Timeline: 3–6 months

Investment: Monthly retainer plus success components tied to partner signatures and sell-through. Scoped at the end of the Audit because until the entry plan exists, neither of us knows what the build requires.

German Regulatory Cover (Authorised Representative)

Non-compliance doesn't announce itself. Distributors and marketplaces check, and de-listings happen without warning.

If you sell electrical or electronic equipment into Germany without a German establishment, the law requires you to appoint a German-established authorised representative (Bevollmächtigter) under ElektroG before your first unit ships. WEEE and packaging registrations are mandatory on the same timeline. Miss them, and you're exposed to fines and delisting from the distributors and platforms you're trying to sell through.

ELZOMI takes this off your desk as a retained annual service:

Authorised representative appointment under ElektroG
WEEE registration and ongoing management through stiftung ear
Packaging compliance under VerpackG including LUCID registration and reporting;
GPSR responsible-person requirements reviewed and covered; annual compliance calendar managed on your behalf.

Timeline: Ongoing, annual agreement

Investment: From £495 per month, plus pass-through registration fees

You don't need any other ELZOMI engagement to use this service.

A Selection of our Clients.

Selected Testimonials.

Dave Stevinson - Group CEO, QBS Technology Group

In a short space of time, Anthony has added significant value and continues to be a great asset to our program management and leadership teams. Anthony made an immediate impact from day one and has been instrumental to our progress on several key projects across the business.
Anthony can balance strategy with execution and produces high quality output at short notice. He got up to speed on our business quickly, challenges our thinking respectfully, and delivers tangible outcomes. His understanding of the tech industry and his broad global contact network make him a great asset to any organisation navigating complexity or scaling up.
I would recommend Anthony to any CEO or business leader looking for a trusted partner to deliver complex commercial projects or support their growth ambitions.
John Iandolo - CEO EMEA, ProofID

Anthony is a terrific model professional. He has a wide spectrum of knowledge, experience and skill, meaning he can successfully cover a number of varying business environments.

I found Anthony a great resource manager particularly in dealing with growth scenarios, given his approach and methodology.

His professionalism is a stand out attribute and allows him to manage commercial, technical and operational matters as a very well rounded executive.
Kevin Peacock - Sales Lead DACH & CEE, Google

Working with Anthony was truly a pleasure! He is a very smart individual with a great negotiation skills. I was particularly impressed with Anthony's ability to convince tough clients.

He has friendly personality which makes it a joy to work with him!
Mark Heuser - NVIDIA

Anthony is a seasoned business professional and well versed in the international marketplace. I had the benefit of working closely with him to implement a sales and distribution model project that spanned both US and Europe.
Anthony’s focused project management discipline, critical thinking skills and strong executive communication proved invaluable as we navigated numerous challenges to operationalize the solution. He provided a great deal of leadership and direct client engagement to ensure we remained focused on the key areas most important to our common customers.
Anthony is a leader I confidently endorse.
Adrian Mezenberg - President & Vice-Chair, StarTech.com

Anthony navigated numerous highly complex legal and business matters on behalf of the business and was trusted with high-value contracts and negotiations.
He has excellent, wide-ranging commercial knowledge and an extensive network of senior contacts in the technology industry globally.
Jamie Brothwell - Managing Director, Exertis

Anthony is an excellent commercial manager who strives to deliver the best possible terms not only for his business but also for his partners. He is honest, fair and a pleasure to do business with.

Working in partnership with Anthony at I have found him to have an excellent eye for detail and an excellent knowledge of the channel which is clearly delivering fantastic results.
I would have no hesitations in recommending Anthony.
Rob Bone - Founding Director, Ascend Digital

I’ve had the pleasure of working alongside Anthony Tripyear for QBS Software this year, and honestly, he’s one of those people who doesn’t just say it, but delivers it. Sharp, strategic, and genuinely great to work with.

Anthony has a brilliant knack for simplifying complex challenges. He has shown incredible experience and insight, whether it’s scaling go-to-market strategies, building strong channel partnerships, or spotting commercial opportunities others might miss. He’s always calm, always available and incredibly insightful in his approach.