| Total Cost of Ownership (TCO) | Issues | Soup to nuts 24/7 | B2B | Red Flag |
| Reverse Engineer | Green | Elephant in the room | High-Level | Search Engine Optimization |
| Client Focus[ed] | Perspective | BULLSHIT BINGO (free square) | Best Practice | Pipeline |
| Utilize | Herding Cats | Asset[s] | Personalization | Followup |
| Action Item / Action It | Content Management | Initial Assessment | Quick win | Bottom Line |
| Deep dive | Center of Excellence | Business Plan | Knowledge Base | Omnichannel / Cross Channel |
| Off the Shelf | Customer Service | Opportunity | Legacy | Backward Compatible |
| User Friendly | Granular | BULLSHIT BINGO (free square) | Cadence Call | Network[ing] |
| Cost | Marketing / Promotional Collateral | Revisit | Metadata | Application Service Provider (ASP) |
| Red Flag | Control Group | Transformative | Market Window | E-tailers |