Leading Belgian Universal Bank

Financial services

Definition of Corporate Banking

product strategy

Situation
• As part of the client’s 2025 strategy, Strategy& had already defined
refurbished value propositions for the business and corporate banking client
segments
• Based on these value propositions, the bank intended to further detail and
conceptualize its future product shelf/ strategy in order to equip the coverage
function and support client coverage by product sales experts

Actions
• Set-up of a co-creational program to develop the future product offering –
involving more than 100 cross-functional and cross-divisional experts
• Breakdown of the aspired increase in top-line to product groups (which formed
workstreams in the program) and client segments
• Provisioning of market perspectives and moderation of ~50 workshops to
ideate product innovation and associated go-to-market strategies, quantify
(high-level) market potential, assess operating model implications, and
prioritize identified product innovations
• Synthesis of working group results into one holistic product strategy

Results
• Substantiated growth ambitions per product group and client segment
• Revised go-to-market model and strengthened product sales organization
• High-level business cases for the individual product innovation measures
Presentation Title Contact: Robert Bischof, Felix Becht, Johannes Gärtner, Louisa Klebe Date
Strategy& Date: Jan - Aug, 2019 1