Lead Velocity Rate (LVR)
Lead Velocity Rate (LVR) is the month-over-month percentage growth in qualified leads, calculated as (this month minus last month) divided by last month.
In depth
LVR turns the broad idea of lead velocity into a single comparable number, which makes it easy to chart, set targets against, and report to investors. Because it is expressed as a percentage, you can compare a small early-stage funnel to a large one and still judge whether growth is accelerating or decaying.
The most common pitfall is letting the qualified-lead definition drift between months, which silently corrupts the comparison; LVR is only trustworthy when the qualification bar is held constant. A scorecard enforces that consistency automatically: the same scoring tiers apply every month, so the qualified-lead count feeding your LVR is measured the same way each period and the percentage genuinely reflects demand growth.
Example in practice
Frequently asked questions
What is the LVR formula?
LVR equals this month's qualified leads minus last month's, divided by last month's, expressed as a percentage. For example, growing from 175 to 200 qualified leads yields a 14.3% LVR.
What is considered a good LVR?
There is no universal benchmark, but many high-growth SaaS companies target a consistent double-digit monthly LVR. Consistency matters more than any single spike, since steady LVR is what reliably compounds into revenue.
Should LVR count all leads or only qualified ones?
Only qualified leads belong in LVR, because the metric is meant to predict revenue rather than traffic. Using a fixed qualification bar, such as a scorecard tier, keeps the rate honest month to month.