I have a Madone 4.6 with SRAM Rival. I'm real happy with the drivetrain and the brakes do the job.
My first upgrade was a professional fit.
Now i'm looking into upgrading the wheels. I'm tossed between carbon fiber wheels and lighter alloy wheels. I have the opportunity to use my son's Bontrager RXL wheels and Aeolus 7 CF wheels. I'd get the CF but I keep hearing that I won't like the breaking vs the alloy wheels. Since i don't race, i'll try his for a few weeks and make a decision then. It looks like for the cost of cheap CF wheels I can get really nice alloy.