Líder Sales Summit 2026: Bringing Your Strategy to Life with Marina Pérez

In markets where sales no longer depend solely on having a good product, a strong promotion, or an attractive PowerPoint strategy, a new imperative is making the difference: ensuring that strategies truly come alive for the consumer.

This will be one of the topics Marina Pérez, Director of Modern Trade at The Coca-Cola Company Mexico, will address at the Líder Sales Summit 2026, which will take place in Monterrey on September 10th.

The summit will bring together specialists, business leaders, and decision-makers to analyze how sales are changing in both B2B and B2C markets. It will also cover demand generation, customer experience, brand positioning, commercial processes, and new ways of understanding the consumer.

Marina Pérez will be among the participants, sharing insights built from various points along the commercial chain: industry, retail, channels, clients, and the point of sale.

From Consumer to Point of Sale: Marina Pérez’s Vision

With over 15 years of experience in the mass consumption and retail sectors, Marina Pérez has built her career at companies such as The Coca-Cola Company, ICONN, Kimberly-Clark, and Gruma. Her career encompasses commercial areas, strategy, business intelligence, category development, and client management, along with experience in Modern Trade, Convenience, Traditional, and Wholesale channels.

However, one of the key learnings she will bring to the Sales Summit stems from a simple idea: it’s not enough to know the product perfectly if the company doesn’t listen to those who actually buy it.

“The shopper’s voice doesn’t always say what you want to hear. However, it is precisely this perspective that allows you to understand what works for them, what doesn’t, and, from there, make better decisions,” she explained.

For Marina, understanding the shopper means stepping out of the office, visiting the market, and observing how a strategy truly translates at the point of sale.

The Error of Having Lots of Data and Few Decisions

Today, companies have access to a vast amount of information about consumers, habits, and purchasing behaviors. But having more data doesn’t necessarily mean making better decisions. From Marina Pérez’s perspective, the difference lies in identifying which information can be converted into concrete action.

“The most important insights come from those that can be translated into action,” she stated. Therefore, before analyzing hundreds of indicators, companies need to be clear about what they want to achieve: increase transactions, attract new buyers, improve purchase frequency, or strengthen a particular category. Information gains value when it addresses a commercial priority.

When Strategy Doesn’t Speak the Market’s Language

Another challenge identified by the Director arises when those who design the strategy lose touch with those who execute it. A presentation might work well in a corporate boardroom but not necessarily in front of a promoter, an operator, or a client.

Consequently, she considers it fundamental to adapt the language, ask questions, and connect with the people who live the daily operations. “Part of visiting the market is connecting with people, having them see you as approachable,” she explained. In turn, this contact allows for understanding what works, what creates friction, and what needs to change before a strategy reaches the consumer.

A Talk to Turn Strategy into Results

This will precisely be the focus of Marina Pérez’s participation at the Líder Sales Summit 2026 in Monterrey: understanding what happens after a strategy is designed.

“The strategy looked good on PowerPoint, but it needs to be translated into a form that is understood at the point of sale,” she previewed. Her talk will address how to transform an idea into executable, measurable, and evaluable actions through concrete indicators.

Finally, on September 10th, the Líder Sales Summit 2026 will bring together new voices and perspectives to answer a question that spans all commercial areas: what are companies doing differently that successfully convert their strategy into sales?

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The article first appeared on Líder Empresarial.