| Conversation | Scale | Core Competency / Core Competencies | Best Practice | Negotiated |
| Top Of The Game | Ramp Up | Pipeline | Drop the Ball | Google Juice |
| Market Leader | Marketing / Promotional Collateral | BULLSHIT BINGO (free square) | Level Playing Field | Facilitate |
| Niche[s] | Search Engine Optimization | Backward Compatible | Synergy / Synergies | Total Cost of Ownership (TCO) |
| Sales Driven | High-Level | On Board | Reinvigorate | Cost |