Forrester Research's declaration that the marketing funnel is dead is prompting a lot of blogposts that say that awareness is defunct and advocacy/engagement/loyalty is the new goal and all sorts of schematics are being offered up as visual representations of a new reality.
It's all very interesting but the talk of a marketing goal that isn't increased sales/profits worries me. That's not because there shouldn't be a purpose to one's marketing but because goals are, by definition, something you aim at and with that comes a push mentality that risks undermining the insight behind the funnel's obituary.
If the marketing environment has changed, then marketers have to change their approach. Replacing a push for awareness with a push for advocates isn't really that great of a change of mindset.