ignition Quotes of the quarter Marketing and business insights that have caught our attention in the past few months We killed the funnel and we did it for a reason Dusty DiMercurio, director, content marketing and social media, at cutting-edge design and software firm Autodesk, says the traditional sales funnel only focused on the transaction, stopping marketers from reframing vital interactions with customer needs Sources: marketingweek.com, warc.com, newscred.com, iso.org, theguardian.com Were reinventing marketing to be a force for good and a force for growth Procter & Gambles chief brand officer Marc Pritchard outlines how the FMCG brand is planning a future of disruption Hedging its bets Paul Verna, analyst at research firm eMarketer, tells The Guardian that Instagram is taking a gamble in squaring up to YouTube by introducing long-form video All the research that we have, and its global research, suggests that consumers want personalised, curated, hyper-relevant information provided with a sense of wonder, but they dont want to be creeped out At Cannes Lions, HPsglobal chief marketing and communications officer Antonio Luciosays that audiences relationships withthe big digital platformshave changed post-Cambridge Analytica It is vital to both consumers and suppliers that review sites are well managed and the content is reliable Launching a new ISO standard for revieair Laurent Petit reminds marw websites, ISO committee chketers that reputations are built, and eroded, wherever brand messaging appears and by whoever is doing the telling We have to pay attention more and get better at listening At Google, Matt Brittin, president of EMEA business and operations, says the INTERnet giant must improve how it listens to the needs of advertisers Gen Z are still developing emotionally and mentally, and may have limited world experiences, making them more vulnerable than other audience groups At youth marketing agency Livity, Emily Goldhill advises caution when marketing to young consumers You dont talk yourself out of a problem, you behave yourself out Tesco chief customer officer Alessandra Bellini advises marketers to walk the walk, not talk the talk cim.co.uk/exchange