| Heads up | Challenge[s] | Transformative | Prototype | Data Mining |
| Control Group | Customer Relationship Management (CRM) | Off-line | Omnichannel / Cross Channel | Retention |
| Initial Assessment | Scale | BULLSHIT BINGO (free square) | Circle Back | Wow Factor |
| Followup | Go to market | Best of Breed | Resource[s] | Re-engagement |
| Deploy | Goal[s] | Business Opportunity | Top Of The Game | Performance |