Business Alignment Definition

by Marquis Codjia ; Updated September 26, 2017

To increase long-term profitability, a business attempts to align its commercial objectives with the needs of various stakeholders. These run the gamut from corporate personnel and regulators to investors. Other groups playing a key role in corporate profitability management include business partners, such as service providers, lenders, customers and vendors.


Business alignment helps corporate leadership be on the same page with personnel down the hierarchy. This practice shows senior executives how a collaborative climate can improve productivity and prevent a potential internal divide. Besides matching employees' goals with the company's mission, business alignment produces benefits in other areas. This term, for example, may refer to how a project manager makes sure subordinates have adequate resources and technological tools to succeed. Generally speaking, business alignment means a company charts sound tactics to match its commercial ambitions to resources it has or can acquire.

How It Works

Business alignment is a collective effort that requires the intellectual contribution of senior executives along with the wit of department heads and segment chiefs. Rank-and-file personnel also weigh in on business alignment talks, generally through brainstorming sessions and feedback-seeking forums. Typically, top leadership reviews the state of the economy and the company's competitive standing, and formulates a strategy to generate sales and help the business make more money. Company principals then circulate the blueprint to lower-ranking personnel, who provide feedback and ensure that the outline aligns with conditions on the ground. The goal is to make the information more accessible to employees early on, so it doesn't overwhelm them when it's time for strategy execution.

Video of the Day

Brought to you by Techwalla
Brought to you by Techwalla

Strategic Considerations

An organization that gets business alignment right takes an important step toward financial success. If all of the entity's operational dots connect effectively, top leadership can confidently make the hard choices that often come with business turnarounds. Investors take note of what's going on in a company in terms of operational alignment, employee morale and revenue generation. Specifically, they read periodic reports the business publishes to see how it is navigating a tumultuous economic environment. Broadly speaking, external financiers delve into corporate annual statements to set organizations that are struggling to find their voice in the marketplace apart from companies that are marching with gusto ahead of the competitive pack.

Expert Guidance

Companies often seek the help of specialists to loosen specific constraints in hard-hit segments or moribund units, and ensure that department heads establish proper policies to generate revenue. Business-alignment experts hail from various industries, and they run the gamut from management consultants and strategy advisers to financial analysts and turnaround specialists.

About the Author

Marquis Codjia is a New York-based freelance writer, investor and banker. He has authored articles since 2000, covering topics such as politics, technology and business. A certified public accountant and certified financial manager, Codjia received a Master of Business Administration from Rutgers University, majoring in investment analysis and financial management.

Cite this Article A tool to create a citation to reference this article Cite this Article