| Expectations | Band-aid | Elephant in the room | Compelling | Sustainable |
| Center of Excellence | Engage | Customer Facing | Promotion | Customer Service |
| Low-Hanging Fruit | Dynamic | BUZZWORD BINGO (free square) | Integration | Focused |
| Lead The Field / Occupy The Field | Target Audience | Goal[s] | Communication | Non-Traditional Management |
| Sales Driven | E-commerce | Value | Call to Action | Conversion |
| Challenge[s] | Functionality | Herding Cats | Negotiated | Value |
| Data Driven | Time to Market | Knowledge Base | Patent | Off the Shelf |
| Focused | E-commerce | BUZZWORD BINGO (free square) | Big Picture | Best Practice |
| Control Group | Gap Analysis | Partner | Experiences | Off Site Meeting |
| Fast Track | Scenario[s] | Think Outside the Box | Re-engagement |