| No-Brainer | ETA | Google Juice | Solution(s) | Agnostic |
| Optimization | Functionality | One Stop Shop | High-Level | Agenda |
| Top Of The Game | Content Management | BULLSHIT BINGO (free square) | Policy[ies] | Metadata |
| Objectives | Scenario[s] | Success | Patent | Bandwidth |
| Hardball | Sustainable / Sustainability | Call to Action | Touchpoints | Collaborate / Collaboration |
| Acquisition | Virtual / Virtualization | Drop the Ball | Center of Excellence | Reinvent[ing] the wheel |
| Walk the Talk | Perspective | Benchmark | Personalization | Reswizzle |
| Win-win | Data Mining | BULLSHIT BINGO (free square) | Measurement | Flexibility |
| Compelling | Sticky-ness | Solution(s) | Diversity | On The Same Page |
| Run the Numbers | Total Cost of Ownership (TCO) | Customer Oriented | Revenue | Project |