In today’s highly competitive business environment where constant change is the new normal, the imperative for unified business direction has never been more important. Yet all-too-many enterprises have siloed business practices. These isolated business units, product lines, or other organizational constructs hamstring strategic execution that in turn leads to sub-optimal customer experiences, expensive redundancy, increased time to market and reduced competitiveness. What if strategy execution were approached from an enterprise perspective instead of in silos? This white paper explores business architecture as a means to integrated business direction that is collectively architected, prioritized and planned from a business-driven, top-down approach.