One of the cool things about our new solutions for Salesforce.com is the ability to map the output from a Web services call to the desired fields within a Salesforce account or contact record. While there are defaults of course, this provides a great deal of flexibility for organizations with custom layouts and fields, enabling them to take advantage of utilizing live external data to enhance contact records with zero integration and no ongoing data maintenance effort. This enables a fast and flexible approach to utilize external Web services directly within Salesforce.com.
To me, this is an example implementation of the proverbial "last mile", where a business user is able to integrate live data from external sources into the business applications that they are already using on a daily basis, completely customizable to fit their specialized needs, and with no programmers necessary.
In the example below, you can see the ability to choose within which fields the output data from our US Address Verification Web Service are stored in Salesforce.com, including correcting existing address fields, as well as providing the ability to store the additional data (such as county, geocodes, zip+4, etc..) that is returned from the address query.
Check it out: http://www2.strikeiron.com/Partners/PartnersSalesforce.com.aspx
Or search for "strikeiron" on the AppExchange.