Ep # 173: Qualification as Risk Management: The Discipline Behind Predictable Pipeline ft. Colin Wood (VP, US Sales, SG Analytics)

In this episode of Across The Funnel, Ioanna Onasi sits down with Colin Wood, VP, US Sales at SG Analytics, to explore what it takes to win and coach complex enterprise deals: why buyers care most about ROI and measurable outcomes, how great sellers find urgency instead of forcing it, and how to run tighter discovery through call prep, clear agendas, and structured qualification (MEDDIC and the “initiative, champion, economic buyer” check).Colin also breaks down how he onboards reps with business context, real customer stories, and a technical buddy system, why call recording helps coaching without turning into a gotcha, and what he wants next from sales tech: non-distracting, real-time guidance that nudges reps when key questions are missed. The conversation closes with leadership lessons (stop hoarding deals, build a bench), manager cadence, and where GTM is heading in 2026, including smaller entry projects that prove value before expansion, more outcome-based pricing, and a new reality where vendor research is shaped by AI and peer reviews.