Lead Velocity Rate (LVR)
Lead Velocity Rate (LVR) is the month-over-month percentage growth in the number of qualified leads. It tracks how quickly the top of the pipeline is expanding and is used as a forward-looking, real-time indicator of future revenue, since today's qualified leads become tomorrow's closed deals.
The formula is: ((qualified leads this month − qualified leads last month) ÷ qualified leads last month) × 100. Because it measures momentum rather than a point-in-time total, a steady or rising LVR suggests growth ahead, while a falling one warns that future revenue may soften even if current numbers look healthy.
A common pitfall is using an inconsistent definition of "qualified", mixing raw leads with MQLs or SQLs distorts the trend. Lock the qualification criteria so month-to-month comparisons stay meaningful.
Last updated: 14 June 2026