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.
Chris Anderson, editor of premium geek fodder Wired recently wrote an article discussing the death of the Web (the www) as a medium for utilising the Internet. Naturally, we were intrigued.
He makes some valid points. The Internet is now being used primarily for applications other than browser based web exploration. So much for Netscape's prediction that browsers would eventually take over from computers as app servers; computers being merely "a poorly debugged set of device drivers".