The market activity has huge variation from one business sector to the next. In B2B some decisions are very long lasting, like investments to ERP, CRM, production facilities and real estate, production lines and machinery. They can also change the way a company operates: In case of outsourcing some functions the decision is done once and it is a big decision, but it continues as an ongoing retainer relationship. Customers in the active market represent only a fraction of obtainable or addressable markets.