Jon Ferrara thinks Salesforce is doing it wrong when it comes to social. The founder of Goldmine, a CRM company he sold for $100 million nearly a decade ago, is attacking the market a different way with his latest startup, Nimble. “We are effectively Salesforce but social,” he says, taking a jab at what is now the 800-pound gorilla. Salesforce would counter that it has Chatter and Radian6, but punching up is always a good way to get noticed (just ask Marc Benioff, who became a billionaire tussling with Microsoft and Oracle).

Ferrara just hired away the product director who made Chatter Mobile, Jason McDowall, who will now head up the team building Nimble’s mobile apps.