There can be an infinite number of variables used to determine ROI. That is just a fact. Some methods are intensely complex; this complexity opens the way to many different interpretations of the same data. What is the right way?
Maybe this is a viable and simple solution?
At some point in time a VP of Marketing has to go to a senior staff meeting and justify the continued investment in tradeshows and events.
Doesn’t it make sense that the VP of Marketing should determine what he or she feels are the salient facts needed to justify the continued investment in tradeshows?
Doesn’t it make sense that you should ask your VP of Marketing what information you should collect to help him or her to build a case for continued investment?
Asking your boss to define the ROI method is, in fact, foolproof and gives you a concrete path to success. Shouldn’t your boss’s definition of ROI the only definition that matters to you? Perhaps even more so if you want to keep your job?
Is it too simplistic a solution?
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