I just watched a video where the SEO consultant was demonstrating how their site comes up as the  1 & 2 ranked in natural organic search results for keywords that specifically had their company name in the search phrase. Such phrases they used was: "their company name", "Review their company name", "their company name Bonus", then with the review and bonus  as plural. And he called these excelent rankings?

Using these types of examples to demonstrate how "good" an SEO campaign is, is very misleading, I feel companies use these bad examples to take advantage of unknowing clients. Though I will not mention the companies name in my post ( I happen to be very ethical), I did feel it was worth writing about. (honestly after watching the video them coming to write this I could not even remember the company's name)

The main difference between you site coming up for your company name in a search and getting actual targeted traffic for new willing to buy customers is a simple one. The searcher would already need to know your companies name to type it into the search engines for that to be a targeted search. If the searcher already knows your company name, then they are aware of your existance, thus these types of results are not targeted to driving new business, they are only informative to getting them to your site (since your site was not bookmarked, or easy enough to know the URL)

I would personally never use a companies name as a reference as to how "good" of a job was done on the seo campaign. That is a very bad matrix to go by, wich will probably result in less traffic, and no increase in the clients ROI.

ROI and actual conversion rates and inquieries is the only way to gage the true value of optimization. From my point of view anyways. Truely working with the clients and knowing their target audience will produce much better rates of conversion than someone just knowing the companies name.