eWhisper - 10:09 pm on Nov 2, 2005 (gmt 0)

I'm a fan of doing both.

Organic ranking for the sake of ranking does not mean sales, it just means traffic.

Run a PPC campaign to find out what words (and design) convert visitors.

Once you know what words are converting traffic into sales, then your SEO dpt should be able to leverage that information in knowing which words you want to rank for.

Two two can be run complimentary of each other, not exclusive. Leverage the strengths and weaknesses of each type of traffic to help the other one out - not to compete with each other.