Consumers control how and when they choose to read information about the products and services they wish to buy. Now that the consumer is boss, five industry experts agree that the traditional, century-old sales and marketing funnel is irrelevant and that a new model that revolves around the consumer is needed for brands to succeed. Read this paper to understand these experts and how marketing leaders can implement new marketing capabilities that revolve around the consumer in order to delight customers, reduce waste, gain loyal advocates and increase profit.