| Capacity | Streamline | Success | Total Cost of Ownership (TCO) | Etched in Stone |
| Skill set(s) | Dashboard | Acquisition | Measurement | Market Leader |
| Guidance | Off Site Meeting | BUZZWORD BINGO (free square) | Value | Best Practice |
| Burn rate | Scenario[s] | Business Plan | Top down | Mission Critical |
| Off the Shelf | Tasked | Re-engagement | Promotion | Omnichannel / Cross Channel |