| Relevance | E-business | Buzz | Measurement | Touch Base |
| Empower[ment] | First to market | Success | Upside | Back-end |
| ETA | B2B | MARKETING BINGO (free square) | Mindset | Ball Park |
| Downsize | Opportunity | Synergy / Synergies | Prioritized | Expectations |
| Benefit analysis | Up-Sell | Revisit | Traction | Moving/Going Forward |