43: Is It Time to Rethink Agency Models and the Marketing Funnel? (Dan Janes)

In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome Dan Janes from Madden Media for a wide-ranging conversation that connects the dots between AI, agency structures, RFPs, and the way destinations approach marketing funnels.

The trio kicks things off with Stu’s News on the release of ChatGPT-5, exploring its leap in reasoning, ability to understand intent, and potential to transform how teams work and problem-solve. From there, they dig into Dan’s “feisty” topic: why RFPs are often built for the past instead of the future—and how shifting them from a checklist of services to outcome-driven goals could spark innovation and better results.

They also examine why the traditional marketing funnel no longer reflects today’s consumer behavior, what destinations should do to adapt, and why multifunctional, agile agency teams may be better equipped to thrive in this environment.

Key Takeaways:
 • AI is evolving fast—ChatGPT-5’s ability to understand intent and adapt its approach could revolutionize destination marketing workflows.
 • Outcome over process—RFPs should be written around the results you want, not just the list of services you think you need.
 • The marketing funnel is broken—today’s traveler has control, choice, and a more active role in the journey, requiring destinations to rethink their approach.
 • Agency structures must adapt—cross-functional, nimble teams are better equipped to respond to rapid shifts in consumer behavior and technology.
 • Content + context are key—ownable stories and hyper-relevant messaging will win trust and drive action.

If you’re in the DMO or agency world, this episode will push you to challenge assumptions, rethink outdated processes, and explore what it takes to stay relevant in an AI-driven, consumer-controlled era.

If you found value in this episode, please like, subscribe, and share it with a friend—whether they’re on the DMO side, the agency side, or just a fellow marketing nerd who loves a good rethink.