| Facilitate | Viral | Offline | Measurement | Expectations |
| Scale | Exposure | Negotiated | E-business | Sustainable / Sustainability |
| One to one | Total Cost of Ownership (TCO) | BUZZWORD BINGO (free square) | Flexibility | Reverse Engineer |
| Acquisition | Deep dive | Ramp Up | Vision statement | Personalization |
| A-B Testing | Granular | Lead The Field / Occupy The Field | Customer Relationship Management (CRM) | Market Leader |
| Grow | Non-Traditional Management | Real-Time | Strategy | Customer Service |
| Customer Facing | Followup | Prototype | That being said / Having said that | Success |
| Lead The Field / Occupy The Field | Cutting Edge | BUZZWORD BINGO (free square) | Competitive | Negotiated |
| Red Flag | Optimization | Burn rate | Call to Action | Revenue |
| Benchmark | Google Juice | Circle Back | Differentiation | Integration |