I think we are seeing the most traction in social engagement/management in the realm of customer service (i.e., Dell and Comcast). I think this has a lot to do with the relative simplicity of most (not all) customer service issues--problem, resolution, satisfaction. However, the challenge of engaging and implementing social media with sales process is more complex. You have a broad range of engagement levels from the top of the sales funnel to the bottom. From lead management and nurturing to sales ready. Lots of opportunity, but lots of creativity needed to make it really effective, consumer friendly, and scalable. - Bill Rice from FriendFeed MT Plugin