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Shalini DevroliChief Marketing Officer · Essays & perspective

Shalini Devroli / Chief Marketing Officer

The conversation before the application

Perspectives from a life in leadership.

The archive.

Referral communication and household understanding

  1. Referral communication and household understanding6 min read

    The sign at the partner desk is part of the product

    A lender's promise is interpreted before an application reaches its branch. The distinction between an introduction and an approval must survive that first encounter.

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Acquisition measurement and channel allocation

  1. Acquisition measurement and channel allocation6 min read

    One household can appear in three successful channels

    Before moving marketing money, establish whether the report counts people, enquiries, interactions or competing claims for the same relationship.

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Financial communication and the decision to enquire

  1. Financial communication and the decision to enquire6 min read

    Attending an information session is a choice of its own

    An educational event can be useful even when many participants do not ask for an application conversation. Its purpose and evaluation should allow that outcome.

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