| Expectations | Gap Analysis | Objectives | Focused | Pushback |
| Application Service Provider (ASP) | Promotion | Drink the Kool-Aid | Goal[s] | Revenue |
| Flexibility | Bottom up | MARKETING BINGO (free square) | Burn rate | Aggregate |
| Collaborate | Workflow | Best Practice | Conversion | Portfolio |
| Downsize | Service Oriented | Integration | Pipeline | High-Level |
| Niche[s] | Out Source | Strategize | Call to Action | Back-end |
| Focused | High-Level | E-tailers | Revisit | Objectives |
| Customer Centric | Time to Market | MARKETING BINGO (free square) | Moving/Going Forward | Success |
| Drill Down | Optimization | Prototype | Traction | Big Picture |
| Expectations | Goal[s] | Profit[ability] | Revenue | Facilitate |