| Opportunity | Agenda | Benchmark | Total Cost of Ownership (TCO) | Pushback |
| Go Live | Goal[s] | Top down | Reconfigure | Bandwidth |
| Back-end | Strategize | BULLSHIT BINGO (free square) | Dashboard | Strategy |
| Challenge[s] | Raising the Bar | Communication | Segment | Facilitate |
| End to end | A-B Testing | Success | Experiences | Streamline |
| Level Playing Field | Innovation / Innovated | Search Engine Optimization | Sustainable / Sustainability | Facilitate |
| Vertical Market | Team Player | Deep dive | Relevance | Sales Driven |
| Drill Down | BULLSHIT BINGO (free square) | Prototype | Top Of The Game | |
| E-tailers | Go to market | Data Mining | Ball Park | User Friendly |
| Secret sauce | Portal | Integration | Partner | Cost |