The document discusses how the consumer decision journey has changed from a funnel model to a four stage iterative model of consider, evaluate, buy, and enjoy/advocate. It notes that traditionally 70-90% of marketing budgets went to advertising at the consider and buy stages, but that consumers now research across multiple sources during the evaluate stage. The new roles for marketing are described as an orchestrator of the consumer journey, publisher and manager of content, and leader in gathering marketplace intelligence.