Social really is here when it comes to the enterprise. Many see the role of social in consumer-focused businesses but have not absorbed what it means for the enterprise. Social is having a direct impact in 5 areas: 1. DIY prospecting: Customers conduct research on products and services well ahead of the official start to the sales cycle 2. Peer influence: Customers “pulse” their peers at every step of the journey 3. Trial before purchase: User testing requires grassroot support. It’s no longer a single decision instance rather smaller purchase bundles 4. Buyer & user are the same: The phenomenon changes decision and influence points in enterprise purchasing 5. Click to compare: Pricing transparency is foundational; consumer expectations are shaping enterprise behavior