Setting Vision With Your Sales Team: Making SKOs Work w/ Lisa Gosselin
Building Your Sales Engine
<p>How to run sales kickoffs that actually work—align, enable, inspire—from a CCO who's transformed 3+ organizations.</p>
<p>Most sales kickoffs overwhelm teams with content and drain energy by day three. Lisa Gosselin has cracked the code on SKOs that inspire action, not confusion.</p>
<p>As Chief Commercial Officer at Cars Commerce, Lisa has transformed go-to-market organizations at three different companies—and she's phenomenal at setting vision. In this conversation with Mark McGraw, she breaks down her SKO framework: align the team around vision, enable them with simple playbooks (not 100-page manuals), and inspire them to execute. She also shares a game-changing insight that surprised Mark after 29 years in sales leadership: finish your SKO with a motivational speaker, not product presentations.</p>
<p>If you're planning a sales kickoff or struggling to get your team aligned on vision, this episode is your playbook.</p>
<p><strong>About Lisa Gosselin</strong></p>
<p>Lisa Gosselin is Chief Commercial Officer at Cars Commerce, where she leads go-to-market strategy, deepens strategic partnerships, and drives revenue growth for dealers and OEMs. Appointed in February 2025, Lisa brings 25+ years of commercial leadership across SaaS, ad tech, and data-driven marketing. Previously, as Chief Revenue Officer at Numerator (Bain Capital-backed), she transformed the commercial organization and delivered four consecutive years of double-digit growth. Lisa has also held senior leadership roles at Conversant-Epsilon, Catalina Marketing, Anheuser-Busch, PepsiCo, and Suntory. She specializes in organizational transformation—building high-performing teams and turning vision into execution.</p>
<p>🔗 Lisa on LinkedIn: <a href="https://www.linkedin.com/in/lisagosselin/" rel="nofollow">https://www.linkedin.com/in/lisagosselin/</a></p>
<p><strong>Host:</strong> Mark McGraw — Building Your Sales Engine</p>
<p><strong>In This Episode:</strong></p>
<ul>
<li> <p>The 3 pillars of great SKOs: Align, Enable, Inspire</p> </li>
<li> <p>Why the last day has to be a bang (finish with motivation, not product)</p> </li>
<li> <p>How to keep teams focused: cadence, governance, shared accountability</p> </li>
<li> <p>Playbooks that work: simple, dynamic, Q&A-driven (not 100-page manuals)</p> </li>
<li> <p>Product & marketing alignment: 30 minutes max, no training sessions</p> </li>
<li> <p>Why you need to repeat the vision until people mock you (Jim Collins principle)</p> </li>
<li> <p>Client panels vs. motivational speakers: when to use each</p> </li>
<li> <p>Themes that work: base them on your market challenges, not gimmicks</p> </li>
<li> <p>The project manager role: who should run your SKO (hint: not you)</p> </li>
<li> <p>How to sustain momentum after the event: vision, governance, redundancy</p> </li>
</ul>
<p><strong>Links</strong></p>
<p>Sandler: <a href="https://www.sandler.com" rel="nofollow">https://www.Sandler.com<br></a>Episode page: <a href="https://www.buildingyoursalesengine.com/" rel="nofollow">https://www.BuildingYourSalesEngine.com/<br> </a> Show links: <a href="https://linktr.ee/buildingyoursalesengine" rel="nofollow">https://linktr.ee/buildingyoursalesengine<br> </a> Lisa on LinkedIn: <a href="https://www.linkedin.com/in/lisagosselin/" rel="nofollow">https://www.linkedin.com/in/lisagosselin/</a></p>