| Sales Driven | Top Of The Game | Diversity | Omnichannel / Cross Channel | Market Leader |
| Issues | Bottom up | Real-Time | Differentiation | Demographic |
| Open Source | Fast Track | BUZZWORD BINGO (free square) | Goal[s] | A-B Testing |
| Benchmark | Experiences | Exposure | Run the Numbers | E-tailers |
| Drink the Kool-Aid | Initial Assessment | Red Flag | Strategy | Big Picture |
| Best of Breed | Segment | Ownership | Conversion | Data Mining |
| Portfolio | Pushback | Asset[s] | Profit[ability] | E-commerce |
| Monoply | High-Level | BUZZWORD BINGO (free square) | Proactive | Expectations |
| Tasked | Hardball | Back-end | Off Site Meeting | Braindump |
| Strategize | Application Service Provider (ASP) | Herding Cats | Guidance | Benchmark |