Much has been written in the last few years about the macro level changes impacting enterprise software. The phrase Consumerization of IT has been used widely to describe how consumer technologies are penetrating the enterprise (iPhones, Skype, Facebook, Twitter), and how enterprise IT products are changing to provide more consumer-like capabilities and experiences (Splunk, Zendesk, Solarwinds, Spiceworks). Equally important, but less broadly discussed, is the impact this trend is having on the business models of companies that are building large, successful franchises around this new class of IT products. Sometimes referred to as Enterprise 2.0 companies – the successful ones go beyond just delivering products or free trials with a consumer level ease of use. They also embrace the operational, marketing, and sales strategies and tactics necessary to build a high volume, low cost business. While all aspects of an Enterprise 2.0 company have undergone radical change, the one that.