Plain-language questions
Ask for lead velocity rate (LVR) per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
Lead velocity rate (LVR): formula and example.
Lead velocity rate (LVR) is the percentage growth in qualified leads compared with the previous month. Because today's qualified leads are tomorrow's deals, LVR gives an early signal of future revenue growth. It usually counts MQLs or SQLs rather than all leads.
Lead velocity rate (LVR) formula
(Qualified leads this month − qualified leads last month) ÷ qualified leads last month × 100%
Worked example
Acme Groothandel had 56 MQLs in August and 63 in September. The lead velocity rate for September is (63 − 56) ÷ 56 × 100% = 12.5%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A positive LVR means the inflow of qualified leads is growing; a negative one means it is shrinking. Because monthly figures can swing considerably, look at a rolling three-month average or compare with the same month last year. Read LVR together with MQL to SQL conversion rate, so growth does not come at the expense of quality.
Pitfalls with lead velocity rate (LVR)
- Counting all leads instead of qualified leads, so LVR mainly measures volume.
- Mistaking seasonal patterns, such as a quiet summer, for a trend.
- Changing the MQL criteria, so growth reflects the definition rather than the market.
SQL & DAX
Calculating lead velocity rate (LVR) in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
WITH m AS (
SELECT date_trunc('month', mql_at) AS month, COUNT(*) AS mqls
FROM leads
WHERE mql_at IS NOT NULL
GROUP BY 1)
SELECT month, mqls,
LAG(mqls) OVER (ORDER BY month) AS prev_mqls,
ROUND(100.0 * (mqls - LAG(mqls) OVER (ORDER BY month))
/ NULLIF(LAG(mqls) OVER (ORDER BY month), 0), 1) AS lvr_pct
FROM m
ORDER BY month;MQLs by MQL Date =
CALCULATE(COUNTROWS(Leads), USERELATIONSHIP(Leads[MqlDate], 'Date'[Date]))
Lead Velocity Rate =
VAR PrevMonth = CALCULATE([MQLs by MQL Date], DATEADD('Date'[Date], -1, MONTH))
RETURN
DIVIDE([MQLs by MQL Date] - PrevMonth, PrevMonth)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate lead velocity rate?
Subtract last month's number of qualified leads from this month's and divide the result by last month's figure. Multiply by 100% to get a percentage. Going from 56 to 63 MQLs gives an LVR of 12.5%.
Why is lead velocity rate a leading indicator?
Lead velocity rate measures inflow at the top of the sales funnel, which only turns into revenue months later. If qualified leads are growing now, the pipeline usually grows with them later on. Revenue figures only show that same development much later.
What is the difference between lead velocity rate and pipeline velocity?
Lead velocity rate measures the monthly growth in qualified leads, while pipeline velocity measures how much revenue flows through your pipeline per day. The first looks at inflow, the second at throughput. Together they give a picture of the whole funnel.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
Use AI on your own data. Securely, and without the headache.
In an online demo we show how ENABLE makes your data securely available and how you build on it: describing an app in the AI Builder, plain-language questions, dashboards and APIs. And how we set it up and manage it for you.