What makes "Go Web 2.0 Go" is the professionalism, the striation between the insiders and the users.
People from across the planet can work together on the same task, and products or tools can be rapidly tweaked and improved by the collective wisdom of the entire online world.

Collaborative – Communities

Contextual – Context driven advertising

Connected – Mobile and Social Networking

Conversational – Death of conventional marketing

Creative – Co-creation of Value

The interesting use of Web 2.0 in business is in CRM or more specifically Customer Lifecycle Management. Typically CLM is too expensive and long drawn out to be able to do effectively so organizations have tried to do a cheap version which fails. With the use of Web 2.0, Social Community and CRM 2.0 techniques CLM can be done effectively and efficiently. This is where Web 2.0 will impact organizations the most.
The future road to collaborative marketing and sales:

A "real" brand is what the customer thinks it is, not what the marketer says it is. If the marketer thinks it is an apple, but the customer thinks it is a lemon, then it is a lemon.