[hidenotslide]

Sort of conflates marketing strategy and corporate strategy, though there is overlap. The flow charts are vague enough to apply to any type of problem.

Marketing strategy covers anything related to sales/revenue, such as customers, products, channels or communications.

Corporate strategy covers long term business policies of a firm, and is best understood through an economics lens. Things like make vs. buy decisions, competitive advantage, market and industry analysis.

[bolmn]

The belief that corporate strategy somehow exists separately or independently from marketing/sales/go-to-market strategy is not a good baseline assumption to operate from.

[hidenotslide]

Sorry for the late reply. You are right that they are closely related, as revenue is a pretty important part of running a business.

But I find it useful to distinguish between them, as do most business schools. Mergers are part of corporate strategy that only somewhat involve marketing considerations. Advertising is marketing strategy that doesn't have much to do with corporate strategy. A decision to enter new markets would be in the overlap area.

Anyway I thought the original article was just vague consultant speak.