Lead velocity rate is the month-over-month percentage growth in your number of qualified leads. It is a forward-looking metric because today's qualified leads become future revenue. A steady, positive lead velocity rate signals that the pipeline, and therefore future sales, are growing.

Lead velocity rate is one of the few marketing metrics that predicts the future instead of reporting the past. Revenue tells you what already happened; qualified-lead growth tells you what is coming. If lead velocity is climbing, future revenue likely follows. If it is flat while you spend more, your engine is stalling before sales feel it.

Example:

 You had 100 qualified leads last month and 115 this month. Lead velocity rate is (115 - 100) / 100 = 15% month over month.

Why is the lead velocity rate considered predictive?

Qualified leads precede revenue. Growth in qualified leads today signals growth in closed deals in the coming months, making it a leading indicator.

Which leads should count in the lead velocity rate?

 Only qualified leads, not raw volume. Counting unqualified leads inflates the metric and breaks its link to future revenue.