Definition
Lead velocity rate (LVR) is the growth in qualified leads from one month to the next. Because leads come before revenue, a rising LVR suggests revenue will follow.
Formula
LVR = (qualified leads this month − qualified leads last month) ÷ qualified leads last month × 100.
Example
From 200 to 230 qualified leads is an LVR of 15%.
Caveats
LVR is only as good as the definition of "qualified". For product-led businesses, count product-qualified leads, people who reached a usage milestone, rather than form fills.