| Benchmark | Impactful | Sales Driven | Personalization | Lead The Field / Occupy The Field |
| Bottom Line | Facilitate | Scenario[s] | A-B Testing | Targeted |
| Target Audience | Upside | MARKETING BINGO (free square) | Assets | Perspective |
| Pushback | E-commerce | Conversion | Benefit analysis | Eyeballs |
| Value Add[ed] | Objectives | Portfolio | Results / Result-Driven | Fast Track |