Whilst at TechED last week I picked up a copy of Baseline Mag - I found this article in there.  Luckily the same article in print can be found online too..

 

"But now that we have a broad number of packaged CRM applications that generally work, the temptation to think about CRM as a tactical rather than strategic tool is even greater. Rather than merely use CRM as a sales forecasting application, the time may have arrived when we need to think about it as the new universal front end to all of our other enterprise applications."

http://www.baselinemag.com/article2/0,1540,1972151,00.asp