| Challenge[s] | Personalization | Pushback | Go Public | Scope |
| Negotiated | Real-Time | Hardball | Quick win | At the end of the day |
| Process | Sales Driven | BULLSHIT BINGO (free square) | Customer Centric | E-commerce |
| Network[ing] | On The Same Page | Initial Assessment | Brain Storm / Mind Shower | Sticky-ness |
| Touch Base | Data Driven | Landing Page[s] | Up to speed | In a Nutshell |
| Connectivity | Secret sauce | Touchpoints | Granular | One to one |
| Tailwind[s] | Back-end | Synergy / Synergies | Conversion | Double down |
| Run the Numbers | Walk the Talk | BULLSHIT BINGO (free square) | Search Engine Optimization | Elephant in the room |
| Open Source | Segment | Marketing / Promotional Collateral | Measurement | Intellectual Property |
| Communication | Up-Sell | Agnostic | Benefit analysis | Offline |