Companies selling “customer benefits”, who actually mean benefits to the people they sold it to, not the people who use the service. They are not the customer, they are your client. Customers are people, clients are other businesses.
When those customer benefits include ,“It helped us to realise our…” Measure benefits with real numbers; people were x happy, x more people succeeded, it was x cheaper, or x faster. If the measurements are soft and fluffy, then you aren’t using numbers properly.
When people map things onto very large wall-boards, with loads of points and crossing lines, just so they can show how complex something is. It probably isn’t. Check you’re not being bamboozled.