For me, it's been "file sharing and productivity tools but inter-operate with these other products by exchanging data and also do single sign on for our domain

For me, it's been "file sharing and productivity tools but inter-operate with these other products by exchanging data and also do single sign on for our domain so we don't have to remember another password". Others have been "we need this particular view of information with sorting/searching/etc, but involves a non-standard, weird API or requires straight SQL. Also add some buttons to send it to another service and automate other actions. Also make a mobile app for it". These basically amount to custom dashboards with specific modules for each service. For well-known solutions that have some way to let you run arbitrary code to do these extensions, your small business essentially works a consultant firm writing custom code. All of these boil down to a story of trying to save time/money while avoiding hiring full-time developers, and I've also heard some compliance requirements mainly in conflict-of-interest-disclosure solved by software as well (usually resulting in some document sent up the chain or to the legal dept).