| Differentiation | Lead The Field / Occupy The Field | Front Lines | Negotiated | Laser-focused |
| Content Management | Customer Facing | Backward Compatible | Skill set(s) | Touchpoints |
| Top Of The Game | Granular | BUZZWORD BINGO (free square) | Best of Breed | Off the Shelf |
| User Friendly | Team Player | Application Service Provider (ASP) | Game Plan | Think Outside the Box |
| Acquisition | Omnichannel / Cross Channel | Brain Storm / Mind Shower | Dynamic | Center of Excellence |
| Legacy | Gap Analysis | Demographic | Up to speed | Return on Investment (ROI) |
| Expectations | Double down | Empower[ment] | Bottom up | Action Item / Action It |
| Market Window | Paradigm | BUZZWORD BINGO (free square) | Data Mining | Key Factor / Words |
| Elevator pitch | First to market | Prototype | Heavy lifting | Reactivation |
| Marketing / Promotional Collateral | Strategic | Value | Profit[ability] | Vision statement |