---
title: 1 of 4 - The Most Important Thing You Don't Know About Market Due Diligence
description: The tried and true methods of market due diligence typically leave out one of the most important elements of measuring the opportunity - Pipeline Interviews.
---

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## [1 of 4 - The Most Important Thing You Don't Know About Market Due Diligence](https://prev.sema4usa.com/blog/bid/41125/1-of-4-The-Most-Important-Thing-You-Don-t-Know-About-Market-Due-Diligence)

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*Posted by Jon Klein of The Topline Strategy Group on Wednesday, June 2, 2010 @ 9:00AM *

Blog Series: 1 of 4

When it comes to venture capital and growth equity investments, the bottom line is the top line. If a company can grow its revenue, then odds are it will generate a strong return for its investors. Market due diligence is a key component of determining the growth prospects, and therefore the return prospects, of an investment. However, the tried and true methods of market due diligence typically leave out one of the most important elements of measuring the opportunity - Pipeline Interviews.

In our experience, Pipeline Interviews - interviews with accounts that fell out of the pipeline without making a purchase - are rarely conducted during a market due diligence effort.  However, they provide vital insight into the true market potential of the company, a perspective that cannot be gained elsewhere. To understand why, we have created a series of blogs to explore the subject.  Next time we will  by looking at what is typically included in a market due diligence effort.

                   _________________________________________________________ 

This article was contributed by Jon Klein. Jon is the founder and general partner of The Topline Strategy Group, a strategy consulting and market research firm specializing in emerging technologies. Jon brings a unique blend of strategy consulting and hands on operating experience to The Topline Strategy Group and works closely with Semaphore on a variety of engagements.

To read the full White Paper, please go to [Semaphore News](http://www.sema4usa.com/semaphore-news/) and click on the May 3, 2010 link titled - White Paper - Market Due Diligence

 Topics: [Venture Capital](https://prev.sema4usa.com/blog/topic/venture-capital), [due diligence](https://prev.sema4usa.com/blog/topic/due-diligence), [diligence](https://prev.sema4usa.com/blog/topic/diligence), [market diligence](https://prev.sema4usa.com/blog/topic/market-diligence), [growth equity investments](https://prev.sema4usa.com/blog/topic/growth-equity-investments), [Pipeline Interviews](https://prev.sema4usa.com/blog/topic/pipeline-interviews)

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