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

LVR counts qualified leads (MQLs), not raw leads.

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