Lead Velocity Rate (LVR)

Lead Velocity Rate (LVR): Month-over-month growth in qualified leads (MQLs).

Also known as: LVR

Formula

LVR = (Qualified leads this month - Qualified leads last month) / Qualified leads last month × 100

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

(metric.mqls - lag(metric.mqls, 1 month)) / lag(metric.mqls, 1 month)

Unit: percent (the formula yields an unscaled ratio)

Notes: Uses qualified leads (MQLs), not raw leads.

Data requirements

Grain: Monthly aggregate · Frequency: Monthly · Aggregation: aggregate (month) · Staged: yes, a cohort or prior-period comparison that a staged dataset makes cheaper · Main source: Marketing Automation.

Field	Dataset	Type
`lead_id`	lead	string
`mql_date`	lead	date
`snapshot_date`	lead	date

Example SQL (Postgres)

SELECT (CAST((((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (mql_date >= :period_start AND mql_date <= :period_end))) - ((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = (:period_end - INTERVAL '1 month') AND (mql_date >= (:period_start - INTERVAL '1 month') AND mql_date <= (:period_end - INTERVAL '1 month'))))) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = (:period_end - INTERVAL '1 month') AND (mql_date >= (:period_start - INTERVAL '1 month') AND mql_date <= (:period_end - INTERVAL '1 month')))), 0)) AS lvr

Access: recommended sensitivity tier internal, access scope unscoped. Guidance your policy engine enforces.

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Lead Velocity Rate (LVR)" }) or generate_query({ "metric": "Lead Velocity Rate (LVR)", "adapter": "<your adapter JSON>" }).

Benchmarks

10%/month: Target after $1M ARR
8%/month: Target after $3M ARR (supports 100%+ YoY growth)

What It Tells You

Pipeline growth momentum. If LVR is consistently positive, you have the raw ingredients for growth.

Connected in the GASP relationship graph.

Upstream: what drives this

MQLs component of Lead Velocity Rate (Marketing)

Downstream: what this drives

Lead Velocity Rate measures Lead (Entity)

Sources

← Back to Marketing metrics