Back in 2009, McKinsey came out with a key insight for marketers – death to the sales funnel and the rise of the consumer decision journey (2009 McKinsey Article). After years of observing and validating this shift as a researcher and consultant, I am excited to see the new approach that David Edelman and Marc Singer from McKinsey have revealed based on new research (2015 McKinsey Article). The 2009 journey took into account the ubiquitous search process that consumers use