Libsyn Directory

Setting Vision With Your Sales Team: Making SKOs Work w/ Lisa Gosselin

Release Date: 10/16/2025

Building Your Sales Engine

Summary: Master the discovery call by learning why salespeople fall into pitch mode -- and how to stay focused on qualifying, not convincing. Discovery calls are where deals are won or lost, yet most salespeople skip real discovery and default to pitch mode. In this episode, Mark McGraw and Josh Pitchford break down why sellers fall into the pitch trap -- from bait questions to being too "I-centered" -- and what to do instead. Learn the Sandler behavior-attitude-technique framework for running better discovery: pre-call planning, setting the dial to "no," using reversing to redirect bait...

Don't Wimp: Achieve Your Goals This Year

Building Your Sales Engine

Master WIMP Junction—the Sandler concept that separates top sellers from those who give away leverage—with a 5-step framework to stay in control of every deal. WIMP Junction is the Sandler concept every seller needs to master: that fork in the road where you either follow the buyer's system and lose leverage, or maintain control of your sales process. When prospects say "Can you send a quote?" or "Can we get a demo?"—these are danger zones, not buying signals. In this episode, Mark McGraw and Josh Pitchford share five practical strategies to overcome WIMP Junction: pre-deciding your...

Inversion Thinking: How to Fail Before You Fail

Building Your Sales Engine

Inversion thinking helps sales professionals anticipate failure before it happens, creating prevention rules that guarantee goal achievement. What if the secret to hitting your sales goals was visualizing failure instead of success? In this episode, Mark McGraw and Josh Pitchford explore inversion thinking, a powerful three-step framework that flips traditional goal-setting on its head. Instead of imagining success, you imagine failing at your goal and work backward to identify what went wrong. The process is simple but transformative: First, set your goal. Second, imagine it is the end of the...

The Six-Point Sales Checklist: Start Your Year Strong w/ Josh Pitchford

Building Your Sales Engine

Mark McGraw and Josh Pitchford reveal the six essential checkpoints every seller needs to crush their goals and start the new year with confidence. Are you ready to hit the ground running in the new year? In this milestone 50th episode, Mark McGraw and Josh Pitchford break down the six critical areas every sales professional must address to start strong and finish stronger. From setting stretch goals you'll only achieve 25% of the time (yes, really) to building your "cookbook" of controllable behaviors, Mark and Josh share the exact framework they use with clients to transform overwhelming...

Stop Failing at Goals: The REACH Method w/ Dustin Schadt

Building Your Sales Engine

Summary: A proven 5-step framework for setting and achieving goals—from removing clutter to celebrating success along the way. Description: Most people fail at goals because they start without a foundation. Dustin Schadt has developed the REACH method—a framework that helped him mentor 18 people, with 16 earning promotions, raises, or recognition as top performers. As a sales leader with 27 years in packaging, Dustin breaks down the REACH framework: Realize greatness and remove clutter, Evaluate your mission and execute your plan, Account for your time and acknowledge failures, Celebrate...

ReRun: 7 Lies Salespeople Tell Themselves

Building Your Sales Engine

Summary: The 7 biggest lies that keep salespeople stuck—and how to replace them with a winning mindset that closes more deals. Description: Mark McGraw sits down with Josh Pitchford to break down the 7 biggest lies that keep salespeople from reaching their full potential. From believing your job is to educate prospects to thinking you need to win every deal, these mindset traps are costing you sales—and you might not even realize it. In this episode, Mark and Josh reveal why discounting is lazy selling, how to handle price objections like a pro, and why there's never a bad time to call...

Winning With Indirect Sales: Driving Results Through Third-Party Partners w/ John Rosati

Building Your Sales Engine

How to build a repeatable channel sales engine—from partner selection to enablement to metrics—with a 30-year channel sales veteran. Selling through channel partners without a system feels like that old vibrating football game—everyone's running around hoping to score. John Rosati has spent 30 years building channel sales engines that create predictable revenue, and in this episode, he reveals exactly how he does it. As a channel sales leader at Motorola with experience across distribution, manufacturers reps, and two-tier channels, John knows what separates successful channel programs...

Dissolving Limiting Beliefs: The Neuroscience of Getting Unstuck Fast w/ Rochelle Carrington

Building Your Sales Engine

Why traditional therapy can make emotional triggers worse—and how neuroscience-based techniques dissolve limiting beliefs in minutes, not years. What if reliving your past trauma actually makes it stronger? Rochelle Carrington explains why traditional approaches to emotional healing can deepen the very patterns you're trying to break—and reveals a faster, neuroscience-based alternative. As a coach specializing in subconscious emotional patterns, Rochelle works with CEOs, business owners, and high achievers who look successful on the outside but are burnt out inside. In this episode with...

Beyond Your Main POC: Build New Relationships That Protect Your Accounts w/ Josh Pitchford

Building Your Sales Engine

How to expand relationships in your accounts, identify all the influencers, and protect yourself before your main contact leaves or competitors wedge in. If you're only talking to one person in your account, you're one resignation away from losing everything. Josh Pitchford reveals why the "best defense is a good offense" when it comes to account relationships—and shares practical frameworks for expanding higher, deeper, and wider. As a Sandler trainer and coach at Sales Engine, Josh helps sales teams protect and grow their key accounts through strategic relationship building. In this...

How to Lead When You Don't Manage: Influence, Trust & Career Growth w/ Darryl Stromberg

Building Your Sales Engine

How to build influence and lead without a title—from an individual contributor to recognized leader in your organization. Can you be a leader without managing anyone? Absolutely. Darryl Stromberg reveals exactly how to position yourself as a leader even when no one reports to you. As a Sandler Coach at Sales Engine with 30+ years of experience, Darryl knows what separates people who get promoted from those who get stuck. In this episode, he shares the strategies that helped him mentor 18 people—16 of whom earned promotions, above-average raises, or recognition as top performers. You'll...

More Episodes

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/

TOPICS