Using Sales Cloud to manage relationships with your internal customers

Summary

I am curious to know if anyone is using Sales Cloud to manage relationships with their internal customers (sales reps, sales managers, VPs, marketing).

Content

We have a global sales force, and like many other companies, struggle sometimes with trying to increase adoption and effectively communicate with all of these users. I heard a customer at the last OSC CAB meeting talk about using Sales Campaigns to drive messaging to their users.  I was wondering if others were doing this and if so, how they went about setting up those users as contacts in order to include them on campaigns.  Additionally related, when I have a really good interaction with a user I would like to possibly use OSC to capture that interaction, as if the