| Lead The Field / Occupy The Field | Reactivation | Level Playing Field | Partner | Prototype |
| Go Live | E-business | B2B | Transformative | Innovation / Innovated |
| Viral | Statement of Work (SOW) | BUZZWORD BINGO (free square) | Drill Down | Off-line |
| Expectations | Solution(s) | Seamless | Mind Share | Strategize |
| Competitive | Dynamic | Wow Factor | Granular | Aggregate |