A DIAGNOSTIC FOR YOUR MARKET

How many of your buyers
actually exist this quarter?

Most B2B buyers are locked into contracts and habits. At any moment, only a fraction of your market can buy at all. Set the three numbers below to your business and see what your lead generation is really fishing in.

400
5 yrs
$4,000

Contract value in play this quarter, across every competitor combined

$18M · 83 accounts

Every competitor in your market is chasing the same pool. Compete for the ones ready now. Build the memory that brings the rest to you when they enter the market.

In-market this quarter

20

5% of all accounts

Not in market

380

95% of all accounts

Value of one win

$240K

over the full contract

Whole market

$96M

every account, one cycle

20 accounts buyable now 380 accounts deciding who they'll remember

This is an estimate. The math is the interpurchase method from Professor John Dawes at the Ehrenberg-Bass Institute: if buyers repurchase every T years, roughly 1⁄T of the market is in-market per year and 1⁄(4T) per quarter. It assumes purchases spread evenly across the cycle and recurring contracts; real markets cluster around contract anniversaries and trigger events.

None of it changes the shape of the answer: a campaign can win share of the buyers who are in market. It can't reach the ones who aren't. They're reached by being remembered.

The tool shows your 95% is out there.

The harder question is whether anything you're doing today reaches them. That's the conversation worth having.

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