Case scenario:
You are a marketing consultant retained by Verizon to comment on these approaches to CRM. Here is what happened (purely imaginary). One Senior VP has 2 VPs reporting to her. VP Blue thinks Verizon should view technology as the savior of CRM. VP Green thinks Verizon is over-relying on technology and is missing the point of CRM.
So what do Senior VPs do when faced with this situation -- 2 fighting VPs and excess budget? (This is not always imaginary!) They hire a consultant. Your company is being paid big bucks to write a report to address this question. Dont waste time on background or definitions. Use this space to help the Senior VP deal with these diverse opinions and get on with the real work of helping customers who lose their cell phones and want Verizon to buy them new ones.
Remember to cite sources correctly.