Lead Velocity
Lead Velocity is the rate at which new qualified leads enter the pipeline, typically measured as Lead Velocity Rate (LVR) — the percentage change in qualified-lead volume month over month.
What is Lead Velocity?
Lead Velocity is a leading indicator: faster than revenue, faster than pipeline. Investors and operators watch LVR as the earliest signal of growth momentum or slowdown. A 10% month-over-month LVR is healthy for a growth-stage company; sustained decline in LVR predicts revenue trouble 2-3 quarters out. The discipline is consistency in definition — what counts as a 'qualified lead' must be stable, or LVR becomes noise. Pair LVR with conversion rates to interpret movement; rising LVR with falling conversion is volume without quality.
Why it matters
- Earliest leading indicator of pipeline and revenue trends — see slowdowns before they hit the P&L.
- Forces consistent definition of 'qualified' — discipline that pays off downstream.
- Paired with conversion, LVR reveals quality-vs-quantity tradeoffs in the funnel.
Use cases
- Board reporting. LVR as a leading-indicator metric alongside pipeline and revenue.
- Channel diagnostic. Channel-level LVR tells you which channels are accelerating vs decaying.
- Sales capacity planning. Rising LVR triggers hiring conversations before pipeline overflows.
How turgo helps
turgo tracks Lead Velocity continuously at the funnel level — and per channel, per ICP segment, and per agent — so leadership sees acceleration or slowdown immediately.
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