Melissa Croteau is the Chief Business Officer of Buchanan Ingersoll & Rooney in Washington DC. With more than 25 years of experience in business development, marketing and communications, Melissa leads the way in maximizing value for the firm’s clients. She strategizes on many initiatives across the firm including cross-function client teams, feedback facilitation, creating insightful content, and developing service and technology solutions that stand out from the crowd. Melissa’s broad experience both in-house and as a strategic marketing consultant to law firms of all sizes makes her the perfect speaker for a co-presented session with David Ackert: How to Deliver Tailored, Data-Driven Business Development Coaching. We asked Melissa about what she hopes attendees will take away from the conference and why they shouldn’t miss this great learning opportunity.
Why did you submit to present at the LMANE19 conference?
LMA is a fantastic forum for learning and professional development. It is always an honor to have the opportunity to share best practices and pick up creative, effective strategies from legal marketing colleagues.
What are you hoping attendees learn from your presentation?
Sales and business development training is such an important priority, and firms are appropriately providing it earlier in lawyers’ careers. At our firm, we offer extensive BD training and coaching to mid-level associates and above. We’ll talk about how we’re optimizing this training to promote, incentivize and measure application of the learnings. We’ll also talk about strategies to keep the training top of mind long after the formal sessions end. Too often the binder goes on a shelf and that’s it. We’re focused on making the learnings part of everyday practice.
What are you personally expecting to get out of this year's LMANE19 conference?
I look forward to bringing back to our team a wealth of insights about how firms are addressing our increasingly challenging marketplace.
What are you most looking forward to from the LMANE19 conference?
I’m excited about connecting with many friends made through the years at LMA events — both regionally and nationally. There are so many impressive colleagues working in this field who have significant professional services sales and marketing experience. LMANE 19 is an abundance of riches when it comes to learning and sharing ideas to make our firms successful!