The marketing landscape is in a state of flux. With third-party cookies disappearing, an explosion of AI-powered tools, and more than 14,000 MarTech solutions crowding the market, brands are scrambling to stay ahead. At the MarTech Thursday webinar—Surviving the MarTech Revolution: The Skills You Need Now—top executives from major brands such as Nestlé, Quick Heal, Google, and Thomas Cook India shared how they’re managing (or barely surviving) in this rapidly evolving environment. The New Era of Marketing: A Blend of Data, AI, and Adaptability

Moderated by Brij Pahwa, Editorial Lead at MarTech e4m, the session explored how leading brands are adapting their strategies in the wake of these challenges. Panelists included:

Chandan Mukherjee (Nestlé India) – At the helm of one of India’s largest FMCG marketing teams.

Sudhanshu Tripathi (Quick Heal) – A cybersecurity CMO tackling data privacy issues head-on.

Mayoori Kango (Google) – A pioneer in AI-driven marketing tools.

Abraham Alapatt (Thomas Cook India and SOTC Travel) – Revolutionizing travel marketing in a post-cookie era.

1. Marketing Is Now a Data-Driven Science

Gone are the days when marketers could rely purely on creativity and intuition. According to Abraham Alapatt, "Marketing used to be about art. Now, it’s about science. If you can’t justify your spend with data, you’re out."

The shift towards ROI-driven marketing is now a reality, with boards and CFOs demanding proof of every campaign’s success. However, a staggering 80% of marketers globally still struggle with accurately measuring ROI, creating a massive challenge for modern CMOs.

2. The End of Cookies: What’s Next for Marketers?

The deprecation of third-party cookies by Google has rocked the industry. Mayoori Kango pointed out, "First-party data is the new gold, but most brands aren’t leveraging it properly." Her advice to marketers?

Invest in Customer Data Platforms (CDPs) to unify disparate data sources.

Use AI to predict customer behavior without relying on invasive tracking techniques.

Respect privacy laws, or risk facing both legal consequences and brand reputation damage.

Sudhanshu Tripathi, CMO at Quick Heal, echoed the importance of data privacy, highlighting the DPDP Act, which mandates brands to collect only the data they truly need. Overstepping could lead to both legal and reputational repercussions.

3. The Role of AI: Who Will Lead—Humans or Machines?

AI is quickly transitioning from a tool to a team member. Tripathi shocked the audience with this prediction: "Soon, you’ll need to prove why a human should be hired over an AI agent."

Examples of AI in action are everywhere: Thomas Cook’s AI chatbot, Tacy, manages over 2,000 customer interactions daily, converting leads faster than any human could. Meanwhile, Google’s AI-powered advertising tools handle everything from audience targeting to creative optimization and even attribution.

However, Chandan Mukherjee stressed that AI hasn’t yet replaced human intuition. "The best marketers are those who can blend data insights with emotional intelligence," he remarked.

4. The Overload of 14,000+ MarTech Tools: How to Choose?

From just 14 tools in 2011 to over 14,000 today, the MarTech space has exploded in size. But how can brands navigate this vast sea of options?

Mukherjee shared his survival strategy: focus on tools that deliver tangible outcomes, not just flashy features. "Integrating data silos is crucial—most companies connect only 10-20% of their data," he said. Nestlé, for instance, experiments with AI-driven influencer campaigns before scaling them company-wide.

Kango cautioned against overcomplicating things. "Most tools are just glitter, not gold. Focus on those that solve real problems," she advised.

5. The Talent Crisis: What Skills Are Marketers Looking For?

In this fast-paced world of MarTech, the skills needed are evolving just as rapidly. When asked what skills are most in demand, the panelists agreed on several key competencies:

AI fluency – Marketers must understand how to leverage AI tools to stay competitive.

Data storytelling – The ability to turn raw data into actionable insights is non-negotiable.

Agility – In a constantly changing landscape, adaptability is the key to survival.

Tripathi humorously added, "If you’re not comfortable with uncertainty, marketing isn’t for you anymore."

6. Rapid Fire: The Human Side of MarTech Leaders

When asked what they would be doing if not in marketing, the panelists gave humorous and candid answers:

Tripathi: "Fighting for India—maybe the Army."

Kango: "Reading ancient history books (no apps allowed)."

Mukherjee: "Drinking Nescafé (when not eating Maggi)."

Alapatt: "Sending people to Portugal—the most underrated travel gem."

The Final Verdict: Adaptability is Key

The biggest takeaway from the webinar? As Brij Pahwa concluded, "We’ve moved from Mad Men to AI Men. The revolution isn’t coming—it’s already here." Marketers must embrace the ever-evolving world of MarTech, focusing on agility, ethical practices, and consumer trust in order to thrive in a landscape where change is the only constant.

This session highlighted that while the tools and technologies may continue to evolve, the need for human intuition, adaptability, and ethical decision-making remains paramount.