According to the column published in the magazine Forbes On October 17, Cometto emphasized the importance of having “Sales leaders who effectively bring value propositions to market”, emphasizing that competitive advantage today depends on a strong customer focus and a people-centered organizational approach. This involves aligning sales and marketing teams around a shared vision, which “delivers the best results” in terms of competitiveness and sustainability.
Cometto also draws on the concept of “thought worlds,” introduced by Homburg and Jensen (2007), to explore how differences between marketing and sales can generate conflicts as well as strengthen strategic decisions. In his words, “these differences can improve the quality of decisions and organizational performance,” provided there is a conscious effort to integrate both areas.
Effective collaboration between sales and marketing, backed by strong leadership, is essential.
Finally, Cometto emphasizes that synergy between marketing and sales is highly valued in today’s job market, and that professionals trained in these skills have access to a professional network and experiential learning that prepares them for leadership roles with a direct impact on organizations.
Teresa Cometto holds a Ph.D. in Business Administration from the Polytechnic University of Madrid (Spain). She is a professor of marketing and the academic coordinator of the Bachelor’s Degree in Management and Administration and the Bachelor’s Degree in Digital Business at the School of Business and Social Sciences (Universidad ORT Uruguay).