This is incredibly interesting, I would also add that most of those participating would likely not have their views changed by the conversation, so the impressions do become important as they are created by the opinion of the trusted colleague on a subject where no strong opinion exists.

So, the ideal SRM system is a fine Italian Restaurant? :) I can live with that, even if it is virtual. We could build that, thousands of them, with a Don or two and lots of soldiers protecting the brand. Can we build brand attack software just in case we ever need to go to the mats? Microsoft could use some of that punch right about now....

Mike,
I wonder if, as in other profound insights, it might not be valuable to define the goal line, Activate, before we all go off listening intently. Writing software in general is the act of implementing a process that can be defined and done manually. Before we automate it, it would be good to know what it is.