SELECT t.*
              FROM 
              ( select CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType FROM  [Action].[dbo].[promo_data] 
              where  [IsPromo] = 1 group by CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType having count(*) >1  ) as x
              Outer apply(Select top 5 * From [Action].[dbo].[promo_data] as t 
                                Where  x.ItemRelation = t.[ItemRelation] and x.[DocumentNum] = t.[DocumentNum] 
                                     and x.[DocumentYear] = t.[DocumentYear]
                                     and x.[CustomerName] = t.[CustomerName]
                                     and x.[CustomerType] = t.[CustomerType]
                                     and t.[IsPromo] = 0) t

Select t.* From (
Select CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType,
sum(cast(IsPromo as int)) over (Partition by CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType Order by Date rows 3 FOLLOWING) as MinPromoNext,
lag(IsPromo) over (Partition by CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType Order by Date ) as ForCheckStartPormo
From @promo_data) x
cross apply (
Select top 5 *,
          max(t.IsPromo) over (Order by Date RANGE BETWEEN CURRENT ROW AND UNBOUNDED FOLLOWING)  as FollowingMaxPromo
  From @promo_data t
Where t.CustomerName=x.CustomerName
and t.[ItemRelation]=x.[ItemRelation]
and t.[DocumentNum]=x.[DocumentNum]
and t.[DocumentYear]=x.[DocumentYear]
and t.CustomerType=x.CustomerType
and t.Date< x.StartPromo
and t.SaleCount > 1
Order by t.Date desc) t
Where x.SumPromoNext = 4 
    and x.ForCheckStartPormo = 0 
    and t.FollowingMaxPromo = 0

Select t.* From (
Select CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType,IsPromo,
Min(IsPromo) over (Partition by CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType Order by Date rows 4 FOLLOWING) as MinPromoNext,
lag(IsPromo) over (Partition by CustomerName,[ItemRelation], [DocumentNum], [DocumentYear],CustomerType Order by Date ) as ForCheckStartPormo
From @promo_data) x
cross apply (
Select top 5 *,
          max(t.IsPromo) over (Order by Date RANGE BETWEEN CURRENT ROW AND UNBOUNDED FOLLOWING)  as FollowingMaxPromo
  From @promo_data t
Where t.CustomerName=x.CustomerName
and t.[ItemRelation]=x.[ItemRelation]
and t.[DocumentNum]=x.[DocumentNum]
and t.[DocumentYear]=x.[DocumentYear]
and t.CustomerType=x.CustomerType
and t.Date< x.StartPromo
and t.SaleCount > 1
Order by t.Date desc) t
Where x.IsPromo = 1
    and x.MinPromoNext = 0
    and x.ForCheckStartPormo = 0 
    and t.FollowingMaxPromo = 0

declare @promo_data table 
(KeyID int,
OrderID int,
SaleCount int,
IsPromo int)

Insert into @promo_data Values 
(1,1,9,0),
(1,2,0,0),
(1,3,1,0),
(1,4,4,1),
(1,5,4,0),
(1,6,0,0),
(1,7,4,0),
(1,8,1,1),
(1,9,2,1),
(1,10,0,1),
(1,11,4,1),
(1,12,4,1),
(1,13,4,0),
(1,14,0,1);

Select * From (
Select KeyID,OrderID,
sum(cast(IsPromo as int)) over (Partition by KeyID Order by OrderID ROWS BETWEEN CURRENT ROW AND 3 FOLLOWING) as SumPromoNext,
lag(IsPromo) over (Partition by KeyID Order by OrderID ) as ForCheckStartPormo
From @promo_data) x
cross apply (
Select top 5 *,
max(t.IsPromo) over (Order by OrderID RANGE BETWEEN CURRENT ROW AND UNBOUNDED FOLLOWING)  as FollowingMaxPromo
From @promo_data t
Where t.KeyID = x.KeyID
  and t.OrderID < x.OrderID
  and t.SaleCount > 1
Order by t.OrderID desc
) t
Where x.SumPromoNext = 4 
  and x.ForCheckStartPormo = 0 
  and t.FollowingMaxPromo = 0