Marketing departments in mid-sized businesses face a myriad of challenges such as how to target customers more efficiently, and increase one-to-one communications with customers.

This paper discusses the marketing challenges of today and examines how marketing automation and CRM software help solve these challenges. Details include the following "how to"items:

• Easily access a complete view of the customer
• Speed up the campaign planning and execution cycle to improve time-to-market
• Leverage low cost web and email media with multi touch point, multi wave, multi event campaigns
• Effectively take advantage of marketing segmentation through rich customer data
• Measure results from marketing campaigns and justifying marketing ROI
• Optimize all marketing efforts
• Implement a solution that IT staff can easily change as needed

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