The problem faced by many marketing managers is that, traditionally, marketing budgets are based on a percentage of last year's sales or budget, which may have a short-term focus leading to limited success. We developed the MBA software, which helps executives apportion their marketing budgets between important areas: new customer acquisition and current customer retention. The benefit of using the MBA software is that companies can optimize the budget allocation and improve customer lifetime value and profits. The value of using this as a strategic tool is that the chances for long-term success increase. To our knowledge, this is the only software that optimizes the marketing budget.