Larry Light at the 4A's Transformation 2010 Conference talking about the transformation of the Enterprise to be truly marketing centric. Discusses "brand business plans" and the need to embrace true customer driven communication. He describes the bottom line goal of a brand business plan as "more customers, more often, more loyal, more revenues, more profitable" but can only happen if more customers are attracted. Love his quote "customer attraction is the engine of growth and customer retention is what makes that attraction sustainable" Think about CRM becoming an attraction strategy not just a retention strategy. "The only real challenge for marketing is to profitably increase market share...not category growth", as that is the ultimate test of marketing. "Let the superior marketer win"  and "agencies need to be the powerful, objective, external voice of the customer for clients". "Today's issue is not about old media or new media, it's about who is representing the voice of the customer to the business".

He makes a great point about integrated marketing; that you can't have integrated marketing when it's built around segregation of responsibilities- and it's silos of responsibilities that encourage segregation not sharing. Some real gems here from Mr Light.