Lead Velocity Rate
The month-over-month percentage growth in the number of qualified leads generated — a leading indicator of future revenue growth that reflects current market traction momentum.
What it shows
LVR is one of the most reliable leading indicators of future ARR because qualified leads today become pipeline in 30-90 days. Consistent positive LVR signals sustainable revenue growth; declining LVR warns of a future pipeline shortfall before it appears in actual revenue numbers.
Formula
LVR = (Qualified Leads This Month − Qualified Leads Last Month) ÷ Qualified Leads Last Month × 100. Measure monthly and track as a rolling 3-month average to smooth seasonal variation.
Tracked in these industries
SaaS B2B
Subscription-based software sold to businesses. Long sales cycles, multi-stakeholder procurement, and recurring revenue tracked through ARR, NRR, and churn.
SaaS B2C
Subscription software sold directly to individuals. Self-serve, high volume, short cycles — revenue operations focused on activation, retention, and reducing involuntary churn.