| Control Group | Google Juice | Think Outside the Box | Total Cost of Ownership (TCO) | Connectivity |
| ETA | Viral | Portal | Proactive | Buzz |
| Out of the [Box | Loop] | Circle Back | BULLSHIT BINGO (free square) | Virtual / Virtualization | Walk the Talk |
| First to market | Sustainable / Sustainability | Best of Breed | Asset[s] | Deploy |
| Raising the Bar | Impact[ful] | Bottom Line | Followup | Top down |
| Touch Base | User Friendly | Gap Analysis | Cadence Call | Level Set |
| Impact[ful] | Business Plan | E-tailers | Search Engine Optimization | Off the Shelf |
| Drop the Ball | Marketing / Promotional Collateral | BULLSHIT BINGO (free square) | Granular | Monoply |
| Process | Optimization | Patent | Touchpoints | Partner |
| Ramp Up | Laser-focused | Conversation | Challenge[s] | Non-Traditional Management |