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As manifested by the current climate, change is the one true constant for business. And more than ever, companies and their customers are becoming increasingly integrated with — and reliant on — technology. 

Although it’s never clear what disruptions will force innovation, enterprises are reliably faced with new competition from specialized startups. In response, they often create more marketing messages — thinking it will spread value across a wider base of opportunity. Instead, CMOs spend more resources on disjointed messaging with consistently less ROI.

So what is it about successful enterprises both new and old that enables them to thrive and survive through the ups and downs of an unpredictable market?

Across all company stakeholders, to investors, and to the consumer — the most successful businesses navigate change, while maintaining a unified business message.