| Up-Sell | Growth | Monetize | Big Picture | Off-line |
| Burn rate | Aggregate | Upside | Call to Action | Scope |
| Brand[ing] | Followup | MARKETING BINGO (free square) | Segment | Assets |
| Ball Park | Benefit analysis | Phase | Drill Down | Proactive |
| One to one | End to end | Deliverable[s] | ETA | Metrics |