| Aggregate | Vision statement | Statement of Work (SOW) | Competitive | Downsize |
| High-Level | E-tailers | Focused | Resource[s] | Circle Back |
| First to market | Milestone | BUZZWORD BINGO (free square) | Top down | Scale |
| Customer Service | Back-end | Segment | Portal | Relevance |
| Re-engagement | End to end | Double down | Patent | Strategy |