CFO-Defensible Trade Fair ROI: How European B2B Exhibitors Survive the Annual Budget Defence
Marketing-attribution trade fair ROI fails the CFO test because attributed revenue is not incremental revenue. A practical reframe of European B2B fair ROI using Lewis-Rao incrementality framing, McKinsey full-funnel guidance, three ROI models (lead-generation, account-relationship, brand-positioning), and the 24-month attribution window that matches enterprise B2B sales-cycle reality. The defensible budget template that turns the annual fair spend defence from adversarial to constructive.