| Empower[ment] | Traction | Go to market | Statement of Work (SOW) | Content Management |
| Deliverable[s] | Leverage | Cross Sell | Offline | Cascade Graph |
| Guidance | Best of Breed | BULLSHIT BINGO (free square) | Wow Factor | Mission Critical |
| Promotion | Omnichannel / Cross Channel | Monoply | Portfolio | Revenue |
| Application Service Provider (ASP) | Functionality | Red Flag | Reuse / Reusability | E-business |
| Revisit | Transformative | Upside | Asset[s] | Front Lines |
| Leadership | Goal oriented | Win-win | Touchpoints | Ownership |
| Go to market | Walk the Talk | BULLSHIT BINGO (free square) | In a Nutshell | Critical Path / Issue |
| Patent | Game Plan | Off the Shelf | Vertical Market | Out Source |
| Customer Relationship Management (CRM) | Engage | Scope | Strategic | Cost |