| Challenge[s] | Vertical Market | Expectations | Sticky-ness | Gap Analysis |
| Marketing / Promotional Collateral | Customer Relationship Management (CRM) | Bottom up | Promotion | Cost |
| Game Plan | Viral | BULLSHIT BINGO (free square) | One to one | One Stop Shop |
| Mind Share | Business Plan | New Economy | Technologies | That being said / Having said that |
| Mission Critical | Scenario[s] | Lead The Field / Occupy The Field | Double down | Secret sauce |
| Metadata | Basically | Performance | Buzz | First to market |
| Ramp Up | Challenge[s] | Double down | Technologies | Up-Sell |
| In a Nutshell | Skill set(s) | BULLSHIT BINGO (free square) | Drink the Kool-Aid | Scale |
| Client Focus[ed] | Compelling | No-Brainer | Exposure | Content Management |
| Brand[ing] | Up to speed | Vision statement | Monoply | Network[ing] |