| Challenge[s] | Heads up | Return on Investment (ROI) | Monoply | Cross Sell |
| Cadence Call | Integration | Discovery | Laser-focused | |
| Measurement | Center of Excellence | BULLSHIT BINGO (free square) | Dynamic | End to end |
| Agnostic | Core Competency / Core Competencies | Ownership | Out Source | Negotiated |
| Scenario[s] | Advantage | Portfolio | Secret sauce | Marketing / Promotional Collateral |