By Tamsin Slyce
Coaches who market their work using return on investment (ROI) risk undermining coaching’s professionalism, argued Anthony Grant of Sydney University at the Association for Coaching (AC) UK’s first conference.
Such bottom-line measures ignore important variables and can only be indicative of a single specific engagement, Grant told delegates at the AC UK/University of East London Leadership Coaching conference on 8 July. For coaching to continue to grow it must build its credibility through more sophisticated evidence-based models and metrics, he said.
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