Zucker-Maltese told the audience that she wants only providers with a proven track-record and "a very strong ability to manage." She also said she wants one point of contact for her real estate needs.

Raymond P. Meglio, VP of corporate real estate for Thomson Financial, agrees on the importance of understanding, calling it a major frustration. "We talk about understanding corporate objectives," he said, "but any global organization has a multitude of cultures, not only across oceans but even in regional offices." Cushman & Wakefield EVP John Santora, representing one of two providers on the dais, admitted that one of the challenges any provider faces is getting on the same page with his client. "We have to understand what the goals are," he noted.

But meeting those goals in a consistent manner is also a challenge for most providers, as Michael Cohen, president and CEO of GVA Williams, stated. In large part, that's due to the variety of needs, he added. "There is no unanimity as to what corporate service executives are looking for," he stated. But he took issue with claims that providers are not living up to the demand of understanding their clients' needs.

"We live with them everyday," he countered, "and when a company uses us, it is a statement of enormous faith. We recognize that the consequences of not understanding and not delivering on the promise are great."

The session was moderated by Ernst & Young's managing director of corporate real estate services Thom Bogle.