| Landing Page[s] | Top Of The Game | Conversion | Run the Numbers | At the end of the day |
| Off-line | Opportunity | Relevance | Out Source | Acquisition |
| Facilitate | Road map | BULLSHIT BINGO (free square) | Sales Driven | Best Practice |
| Measurement | Deliverable[s] | Content Management | Front Lines | Top down |
| Scope | Partner | Sustainable | Drop the Ball | One to one |