Infosys

Infosys Limited, India's second-largest IT services company with approximately $13.6 billion in revenue (FY2021, fiscal year ended March 2021), had historically pursued large deals on an ad-hoc basis. Each major pursuit required assembling a custom team of subject matter experts, solution architects, and commercial modelers from across the organization. Meanwhile, competitors like TCS and Accenture had developed more systematized approaches to large deal pursuits. Infosys was spending on traditional marketing (events, sponsorships, analyst relations) with limited ability to attribute pipeline generation to specific marketing activities. The company needed a more scalable, repeatable approach to winning large engagements.

Between FY2022 and FY2024, Infosys implemented a systematic approach to large deal acquisition:

• Dedicated large deal pursuit organization: Established a structured pursuit function with pre-assembled teams for different deal types (cloud transformation, application modernization, BPO). Teams had reusable solution templates, pricing models, and transition blueprints to improve pursuit response speed and quality.
• Digital and account-based marketing: Shifted from broad-based brand marketing to targeted account-based marketing (ABM) programs linked to the large deal pipeline. Digital campaigns were built around specific solution themes (cloud, data analytics, automation) targeting named accounts, with attribution tracking from first touch through deal close.
• Infosys Cobalt cloud platform: Invested in Cobalt, a cloud-native services platform, as both a delivery accelerator and lead generation tool. Standardized cloud readiness assessments powered by Cobalt served as scalable entry points to larger engagements.
• Hyperscaler partnership pipeline: Deepened go-to-market partnerships with AWS, Azure, and Google Cloud, leveraging partner-funded marketing programs and joint demand generation to access partner-qualified leads while reducing direct marketing spend.
• Digital revenue expansion: Grew digital services from 25.5% of revenue four years prior to 59.2% of total revenue by FY2022, repositioning the company for higher-value deal pursuits (Infosys FY2022 Annual Report).