| Compelling | B2B | Target Audience | Asset[s] | Flexibility |
| Ecosystem | Workflow | Lean In | Benchmark | Content Management |
| Popup | Streamline | BUZZWORD BINGO (free square) | Advantage | First to market |
| Opportunity | Total Cost of Ownership (TCO) | End to end | Granular | Center of Excellence |
| Off the Shelf | Vertical Market | Convergent | Top Of The Game | Reinvent[ing] the wheel |
| Paradigm | Team Player | Pipeline | Control Group | Level Playing Field |
| Open Source | Acquisition | Out of the [Box | Loop] | Vision statement | Utilize |
| Guidance | Strategic | BUZZWORD BINGO (free square) | Segment | Content Management |
| Customer Relationship Management (CRM) | Top down | Policy[ies] | Empower[ment] | Burn rate |
| Back-end | Milestone | Value | Out Source | Band-aid |