The purpose of a trusted advisor is to be both.
Your MSPs (Marketing Service Providers - Marketing department personnel, inside/outside agency, PR consultants, etc) all need to know your business SWOT and believe in your capabilities as well as be able to see beyond them and question everything.
Nick Saber, President of CrossTech Media, and I came up with a good mantra for the right MSP:
"No Surprises - Unless We Are Talking About Innovation."
So who can get the job done... have a strong code of honor... and see opportunity beyond the horizon? - - - Pirates!.
A couple of years ago I asked if I was a pirate helping people (and their companies) navigate the treacherous waters of Internet Marketing...
So, I guess joining the right band of merry men should be your objective. Robin Hood is good guy and a pirate. Does that make Chris Brogan the Errol Flynn of the digital high seas? His recent comment:"MY JOB IS TO EQUIP PIRATE SHIPS WITHIN THE FLEET, AND TEACH THEM TO NAVIGATE, SAIL, AND HUNT."