A studyconducted has provided us with 4 As which marketers must know of. The first one is Accountability. Just as customers demand transparency from the firm, the organization would expect internal accountability from the marketing team. Then there is Agility which dictates that marketers must be able to seamlessly move between brands, marketing channels and approaches. The marketing objectives must Align with the long term corporate strategy of the organization. Finally there is the Acumen part which involved proficiency in the various marketing strategies of the present times. The marketer must be able to gauge customer insights, evaluate all kinds of analytics, manage customer data and Plan for innovations.