@Cliff -- good point and I do agree that a company with a staff that is fully engaged (and experienced) in social media has a competitive advantage. I've yet to come across that though.
Granted, most of my clients are large global brands (i.e. Microsoft, Cisco, EMC, British Telecom, Pitney Bowes), rather than start-ups.
However, these global companies are sophisticated when it comes to marketing and they still have pockets of social laggards.
@Elliott -- I have a different take when it comes to establishing sales benchmarks for any social media program. It's an absolute must to achieve a truly measurable ROI.
I do agree that a sales team needs guidance on how to appropriate participate in social networks and online communities. In fact, I wrote an article last year on that very topic. Here's a link:
3 Sure Fire Ways to Turn Your Sales Reps into Social Fanatics