| Pipeline | Vertical Market | Burn rate | Discovery | Real-Time |
| Followup | Lean In | Quick win | ETA | Asset[s] |
| Perspective | Flexibility | BULLSHIT BINGO (free square) | Goal[s] | Mission Critical |
| Workflow | Success | Restructuring | Eyeballs | Market Leader |
| Off-line | Benefit analysis | Process | Backward Compatible | Connectivity |
| Up to speed | Time to Market | Empower[ment] | Drop the Ball | Herding Cats |
| Sustainable | Connectivity | Return on Investment (ROI) | Intellectual Property | Profit[ability] |
| Milestone | Content Management | BULLSHIT BINGO (free square) | Compelling | Streamline |
| Green | Project | Game Plan | Omnichannel / Cross Channel | Reach out |
| Ball Park | Back-end | Moving/Going Forward | Lean In | Portfolio |