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Craig Rosenberg talks MQLs in this Monsters of Funnel video

One of the greatest legends in all of rock ‘n’ roll is Van Halen’s famous contract request that no brown M&Ms be allowed backstage.

Most thought of this as a preposterous request from a bunch of rock ‘n’ roll primma donnas. In reality, the request was rooted in practicality. It was Van Halen’s way of qualifying a venue. That’s because at the time Van Halen had a very complicated stage setup that not every venue could handle.

The no-brown-M&Ms clause was a way to ensure that the venue had read the entire contract. If brown M&Ms were found, it was an indicator that the venue hadn’t properly read the contract, and the stage setup may not be secure.

What’s the point of this story, you ask? Simple: It always pays to qualify. Be it concert venues or leads, qualification can prevent a lot of headaches down the line.

In this video, Craig Rosenberg (Chief Analyst at TOPO) breaks down why smart qualification is essential.

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