Marketing departments in mid-sized businesses face a myriad of challenges such as how to target customers more efficiently, address micro markets, and increase one-to-one communications with customers. A rocky economy has pressured businesses to become as streamlined as possible, leaving marketing departments short on budget and staff.

Today's marketers in a mid-sized business must not only retain current customers, but also aggressively grow market share and add new customers. This paper discusses the marketing challenges of today and examines how marketing automation and CRM software help solve these challenges.