We go through this where I work with finished goods. If we don't get traction on a product immediately we start to get all kinds of suggestions from Sales Reps on what their big customer wants. In the end we end up with a list of features "we should add/support" that's 50 miles long. Plus invariably some feature request conflicts with another so even if we were willing to take all the feedback and run with it we won't ever be able to make everyone happy.
Despite this though it seems like every few years we repeat the process all over again on some new prototype.
Asking users (or IT) for features will only lead to "can I send an email from this screen?"or something non-trivial involving architectural changes.