Deloitte is the world’s largest professional services firm, employing 450,000 people with revenues of $65Bn. It is a leading provider of audit and assurance, tax and legal, consulting, risk advisory and financial advisory services to a broad cross-section of the largest corporations and government agencies around the world.
The inflexion point
Deloitte’s relationship with one of its largest global Financial Services Institutions (FSIs) had stalled and needed a fresh approach to branding around key platforms, relationship building, and shifting focus toward building a sustainable partnership to drive long-term mutual value. The need to differentiate from competition and expand beyond the perception of ‘big 4’ was paramount. Building a consistent narrative across the global team was critical to ensuring consistency in branding, go-to-market and delivery, regardless of geography.
Our engagement
The Inflexion team worked with the Deloitte account team, led by the global client services partner, and Deloitte’s account-based marketing (ABM) leader in the UK, to define an ABM strategy for the global FSI that would support the account team’s ambition.
Over the next three years, we worked alongside Deloitte’s global account team, industry and line of service professionals, and the firm’s marketing specialists to prioritise target audiences in the bank, create compelling messaging, identify effective communications channels, and develop engaging content that delivered the ABM strategy and achieved the account team’s objectives.
The key deliverables were:
- Working with the global account team to create a strategic ABM plan
- Developing an internal communications programme to help align the global account team
- Running an external marketing programme to engage executives in the bank
- Creating a Financial Inclusion Report for the bank to use with its customers
“The Inflexion team brought new skills to our team; their ability to turn complex information into clear, concise and punchy content was invaluable. We appreciated their ability to work with people across our firm, and the way they brought their expertise to bear through a structured approach combined with good humour when working under pressure.”
Paul Legere, Senior Partner, Global Lead for FSI / M&A and Restructuring Practice, US FSI Head of Strategy, Deloitte
Key outcomes
The global FSI experienced a more consistent and joined-up Deloitte team around the world, able to have more value-focused interactions, enhancing Deloitte’s brand. Pipeline and revenue grew as a consequence of this refined focus as well as new and strengthened relationships, including a number of joint go-to-market opportunities.
The Deloitte global team had complete clarity over their ambition, priorities and campaigns, supported by an internal communications programme which kept them informed, engaged and able to support the client strategy more consistently and effectively.
“The Financial Inclusion Report that Inflexion Group helped us write was well received by the bank’s CEO and board. It deepened our client relationships across the organisation and led directly to several pieces of follow-on work.”
Paul Sutters, Global Client Relationship Director, Deloitte
