This work aims to identify the marketing and knowledge factors that allow companies to act competitively in a globalized world. Three marketing factors and three organizational and knowledge factors were defined in companies to increase their competitiveness, improve their processes and manage their knowledge when entering international markets. A descriptive cross-sectional non-experimental case study was carried out with 52 companies belonging to Manizales Marketplace. Faced with marketing factors, it was found that participating companies need to migrate from the 20th century to the 21st century, incorporating a holistic marketing that adjusts to the conditions of the company and the demands of the markets. Faced with organizational factors, it was observed that there is a seed sown in knowledge management, but it is not yet implemented in companies. This leads to the conclusion that it is necessary to intervene in the factors identified with an accompaniment and follow-up that articulates the relationship between company, university, state, in order to successfully enter and sustain itself in international markets.