| Bottom up | Total Cost of Ownership (TCO) | Best Practice | Band-aid | Milestone |
| Basically | On Board | Opportunity | Customer Relationship Management (CRM) | Up to speed |
| Automated | Statement of Work (SOW) | BUZZWORD BINGO (free square) | Functionality | Measurement |
| Monoply | Omnichannel / Cross Channel | Web 2.0 / 3.0 | Leverage | Drill Down |
| Reverse Engineer | Benefit analysis | Up-Sell | Personalization | Lean In |