Lead Velocity Rate Calculator

Lead velocity rate, often shortened to LVR, measures how fast your pool of qualified leads is growing from one month to the next, and it is one of the most forward looking numbers a sales or marketing team can track. This calculator takes the number of qualified leads you had last month and the number you have this month, then returns the percentage change between them so you can see whether your top of funnel is expanding or stalling. The inputs are simple, just the prior month count and the current month count, and the output is a single growth percentage that you can chart over time. Founders, growth marketers and revenue leaders in New Zealand use LVR because it tends to predict future sales before they show up in closed revenue, giving you an early warning when demand softens or a confidence boost when campaigns land. Unlike revenue, which lags by the length of your sales cycle, lead velocity reacts almost immediately to changes in your marketing, so it is a useful steering metric for the month ahead. A few good practices help. First, keep your definition of a qualified lead consistent every month so the comparison is fair, because shifting the goalposts hides real trends. Second, track LVR as a rolling trend rather than reading a single month in isolation, since one quiet month can be seasonal noise. Third, aim for a steady positive rate rather than wild swings, as consistent compounding growth is far healthier than a spike followed by a slump. Pair LVR with conversion and win rate figures to turn rising lead counts into a reliable revenue forecast.

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Qualified leads last month

Qualified leads this month

25.0%

Lead velocity rate

Change in leads30

LVR = (this month - last month) / last month. Estimate only, not financial or tax advice.

How it works

The calculator subtracts last month's qualified leads from this month's to find the change, then divides that change by last month's count and shows it as a percentage. A positive figure means your lead pool is growing, while a negative figure means it is shrinking.

Worked example

With 120 qualified leads last month and 150 this month, the change is 30 leads. Dividing 30 by 120 gives 0.25, which is a lead velocity rate of 25.0 percent for the month.

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Frequently asked questions

What is a good lead velocity rate?

There is no single right number because it depends on your stage and market. Fast growing companies often target double digit monthly growth, while a steady single digit positive rate can be healthy for an established business. The key is a consistent upward trend rather than one strong month.

Why use LVR instead of revenue?

Revenue lags by the length of your sales cycle, so it tells you about deals that started weeks or months ago. Lead velocity reacts almost immediately to your marketing, so it warns you of changes in demand much sooner. That makes it a better steering metric for the month ahead.

What counts as a qualified lead?

A qualified lead is one that meets your agreed criteria for being a genuine sales prospect, such as fitting your target customer and showing real intent. The exact definition is yours, but it must stay the same each month. Changing it mid stream makes the growth figure meaningless.