The document discusses how consumer behavior has changed to expect immediacy, and how this impacts eCommerce marketing and sales funnels. It introduces the concept of a "Lifecycle Loop" where potential customers move through different phases from awareness to advocacy. This loop replaces the traditional linear sales funnel model. The key is engaging customers earlier through content to increase lifetime value rather than just focusing on the sale. Marketers need metrics for each phase and to calculate the ratio of customer lifetime value to cost of customer acquisition.