What should we be asking for?
Charles Pearlman gives a good discussion on the difference of what clients want and what vendors want was recently published in DM Review. A key point is that people often ask for things in terms they THINK the other side wants to hear. Clients don't want surveys and models, although that is how vendor pricing is done, they want the recommendations and actions that come of such services.
The same point can be made about internal services as well. Brand managers often need help in figuring out what do to. As recommended in the article, walking a mile in their shoes is good for the soul, or is that sole?