I have to agree with Jake22. I work for a relatively small business, and management are always saying that they don't necessarily know what they're looking for until they see it. A lot of it is therefore based on the person.
My job, for instance, required experience of Sage (er, no!) and at least 2 years logistics background (definitely not!).
If you compare a smaller, growing company to a larger, established business, they're less likely to be looking for someone to come in and do xyz functions as they are for someone who will be valuable to the business in the long run.
As with everything though, it depends on the individual company. Who knows what goes on behind closed doors!