| End to end | Acquisition | Drink the Kool-Aid | Wow Factor | Secret sauce |
| Deadlines | Road map | Data Driven | Win-win | Workflow |
| Ramp Up | Engage | BULLSHIT BINGO (free square) | Growth | Guidance |
| Conversation | Agnostic | Turnkey | Scale | Hardball |
| Critical Path / Issue | Goal oriented | Communication | Customer Service | Portal |
| Target Audience | Value | On Board | User Friendly | Think Outside the Box |
| Personalization | Time to Market | Empower[ment] | Back-end | |
| Traction | Level Set | BULLSHIT BINGO (free square) | Hardball | Demographic |
| Reactivation | Focused | On The Same Page | A-B Testing | Scenario[s] |
| Upside | Initial Assessment | Viral | Prototype | Web 2.0 / 3.0 |