You don't have to understand how technology works to be good at what you do with it. As awesome as it might seem, your cleaner is unlikely to have a Ph.D in chemistry.
Better communication between departments; better targeted advertising; more efficient admin processes; more opportunities for direct sales: that's what you want.
But unless you're a secret geek; you probably don't know how to make it happen with technology.
Not knowing the technicalities (the CSS, GUI and CRMs of this world) shouldn't stop companies from accessing their benefits.