| Bottom Line | Off-line | Empower[ment] | Due dilligence | Conversion |
| E-tailers | Ramp Up | Pushback | Emergent | Perspective |
| Convergent | First to market | MARKETING BINGO (free square) | Control Group | Focused |
| Objectives | Benchmark | Wow Factor | Best Practice | Braindump |
| Opportunity | Benefit analysis | Traction | Win-win | Viral |