| Negotiated | Emerging markets | Elephant in the room | Differentiation | Walk the Talk |
| Niche[s] | Benefit analysis | Data Mining | Elevator pitch | Personalization |
| Wow Factor | Client Focus[ed] | BULLSHIT BINGO (free square) | Impact[ful] | Real-Time |
| Fault Tolerant | Total Cost of Ownership (TCO) | Brand[ing] | Web 2.0 / 3.0 | Objectives |
| Retention | Etched in Stone | Touchpoints | Return on Investment (ROI) | Solution(s) |