| Demographic | Agnostic | Center of Excellence | Lead The Field / Occupy The Field | Portfolio |
| Band-aid | Go to market | Grow | Granular | Proactive |
| Team Player | Buzz | BUZZWORD BINGO (free square) | Herding Cats | Patent |
| Success | Revenue | Acquisition | Goal[s] | Strategy |
| Data Driven | Touch Base | Web 2.0 / 3.0 | Up-Sell | Paradigm |