| Burn rate | Results / Result-Driven | Robust | Objectives | Expectations |
| Convergent | ETA | Intellectual Property | Perspective | Vertical Market |
| Market Leader | Return on Investment (ROI) | MARKETING BINGO (free square) | Bandwidth | Success |
| Benchmark | Synergy / Synergies | Off-line | Mind Share | Mindset |
| Impactful | Partner | Bottom Line | Prioritized | First to market |