The godfather of Viewpoint in the new era of cloud computing is clearly Salesforce.com. As I have written here, SalesForce.com’s «The End of Software» created a unique and compelling Viewpoint that aligned with the aspiration and frustrations of their target customers who needed faster and easier visibility into sales pipeline and performance. As they and the market have matured, they have adeptly shifted to «The Social Enterprise», seeking to capitalize on the technology, environmental and business shift to social computing. So far, this seems to be a big win again for Benioff and team as even conservative Gartner Group now calls this category «Social CRM» .