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Setting Vision With Your Sales Team: Making SKOs Work w/ Lisa Gosselin
How to run sales kickoffs that actually work—align, enable, inspire—from a CCO who's transformed 3+ organizations.
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.
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.
If you're planning a sales kickoff or struggling to get your team aligned on vision, this episode is your playbook.
About Lisa Gosselin
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.
🔗 Lisa on LinkedIn: https://www.linkedin.com/in/lisagosselin/
Host: Mark McGraw — Building Your Sales Engine
In This Episode:
The 3 pillars of great SKOs: Align, Enable, Inspire
Why the last day has to be a bang (finish with motivation, not product)
How to keep teams focused: cadence, governance, shared accountability
Playbooks that work: simple, dynamic, Q&A-driven (not 100-page manuals)
Product & marketing alignment: 30 minutes max, no training sessions
Why you need to repeat the vision until people mock you (Jim Collins principle)
Client panels vs. motivational speakers: when to use each
Themes that work: base them on your market challenges, not gimmicks
The project manager role: who should run your SKO (hint: not you)
How to sustain momentum after the event: vision, governance, redundancy
Links
Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/
Show links: https://linktr.ee/buildingyoursalesengine
Lisa on LinkedIn: https://www.linkedin.com/in/lisagosselin/
View all episodes
By Mark McGrawHow to run sales kickoffs that actually work—align, enable, inspire—from a CCO who's transformed 3+ organizations.
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.
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.
If you're planning a sales kickoff or struggling to get your team aligned on vision, this episode is your playbook.
About Lisa Gosselin
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.
🔗 Lisa on LinkedIn: https://www.linkedin.com/in/lisagosselin/
Host: Mark McGraw — Building Your Sales Engine
In This Episode:
The 3 pillars of great SKOs: Align, Enable, Inspire
Why the last day has to be a bang (finish with motivation, not product)
How to keep teams focused: cadence, governance, shared accountability
Playbooks that work: simple, dynamic, Q&A-driven (not 100-page manuals)
Product & marketing alignment: 30 minutes max, no training sessions
Why you need to repeat the vision until people mock you (Jim Collins principle)
Client panels vs. motivational speakers: when to use each
Themes that work: base them on your market challenges, not gimmicks
The project manager role: who should run your SKO (hint: not you)
How to sustain momentum after the event: vision, governance, redundancy
Links
Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/
Show links: https://linktr.ee/buildingyoursalesengine
Lisa on LinkedIn: https://www.linkedin.com/in/lisagosselin/