I'll start with my answer and step aside for your insights -- WHY NOT BOTH!
I have always accepted responsibility for maximixing the R.O.I. for myself and my clients on many levels. Job one has always been to quantify and qualify the assets I had to work with to achieve the goal that was set by whoever was writing the check. The most valued "asset" was always the people on the team so once our goals were set all I needed to do was to decide what I needed to do and what I needed to delegate. After that - I just had to lead, follow or get out of the way!
Many other posts have surfaced solutions that seem to suggest the need for a choice between "people" and "technology driven processes" and I can't figure out why? The people part of the plan is always the most limited asset so I rely on processes to leverage these valued assets by amplifying their time through technology and related applications that integrate proven selling processes in the real world with developing opportunties in the virtual world that most ADM members are vested in.
Price, product - sales or service, if we limit our work flow to one-on one negotiations or funnel all of the communications through an individual then our ability to grow is limited by their hours and personal limitations. Teams rely on plans, plans rely on processes and processes rely on people. Why then do so many people fight processes and technology to amplify their changing roles in the real world as they are being shifted to the virtual one?
Just an FYI, this forum was posted after a communication I had with a valued asset in our industry, Jeff Kershner. He correctly pointed out that he manages and monitors the processes he establishes for MileOne in favor of automated services. Other assets like Ralph Paglia for ADP and Frank Davis for his dealership all rely on people, technology and processes - in that order. The secret is that they represent the "people" part of the formula and then they "leverage" themselves with the rest.
For those of you who are threatened by the technology or applications that are often presented on ADM I respectfully point you to Jeff, Ralph and Frank when preparing your next job description and then lead, follow or get out of the way!.