Optimising growth spurts is essential for companies that want to expand their market position. A decisive factor here is the so-called Lead Velocity. This key figure measures the monthly growth of qualified prospects in the sales funnel and provides valuable impetus for sustainable sales increases.
Companies from a wide range of industries report that they have been able to achieve their goals with the targeted control of the Lead Velocity grow faster and measurably. This is why it is often at the centre of sales and marketing strategies. In the following, we shed light on how Lead Velocity why it is so relevant and which measures can be used to increase it in a targeted manner.
What does lead velocity mean and how is it determined?
The Lead Velocity describes the percentage increase in qualified leads from one month to the next. Put simply, it indicates how many potential customers are currently in focus and are being actively supported through the sales process.
To calculate this, the number of qualified leads for the current month minus the number for the previous month is divided by the number for the previous month. The result is shown as a percentage increase. This is how the Lead Velocity not only the current status, but also the dynamics of customer acquisition[1][3].
For example, a B2B software provider generated 150 qualified leads in February and 180 in March, resulting in a lead velocity of 20 %, which indicates a significant acceleration in sales.
Why is lead velocity the key to measurable growth spurts?
The Lead Velocity provides a real-time indicator that gives a clear indication of future sales development. Unlike retrospective key figures such as the last quarter's turnover, it directly measures the potential of current sales work[3].
Companies from the technology sector use Lead Velocityto recognise trends at an early stage. This allows a digital agency to react more quickly to peaks in demand and reallocate resources in a targeted manner based on increasing lead velocity.
Another advantage is the prioritisation of measures. If lead velocity stagnates or falls, it is possible to immediately determine in which phases of the sales process support is required. In practice, sales managers often report that this value helps them to allocate budgets precisely and optimise marketing activities.
BEST PRACTICE at company XYZ (name changed due to NDA contract):
By regularly monitoring lead velocity, the marketing team was able to recognise early on that lead generation was weakening in the third quarter. With targeted content campaigns and targeted sales coordination, lead velocity increased so much that the company significantly exceeded its annual target for new customers.
Lead velocity in everyday life: examples from various industries
In e-commerce, retailers often observe seasonal fluctuations in lead velocity when they launch campaigns. By analysing leads from social media ads, they can target campaigns and provoke rapid growth spurts.
A consulting company in the SME sector is continuously working on increasing lead velocity by using webinars and individual workshops as lead magnets. This enables them to increase not only the quantity but also the quality of leads.
In the manufacturing industry, Lead Velocity is used to flexibly manage sales with a view to seasonal investment cycles. This allows sales and marketing resources to be deployed in line with demand.
Strategies for increasing lead velocity
A targeted increase in the Lead Velocity begins with analysing existing sales processes. Clients often report that they have difficulties qualifying or forwarding leads quickly enough.
The introduction of clear lead scoring systems can help here. For example, sales organisations categorise leads according to commitment, industry and decision-making authority. This makes follow-up more efficient and leads move up the funnel more quickly.
Marketing automation also helps by guiding potential customers through personalised content and thus accelerating the transition from prospects to qualified leads.
Many companies also rely on regular feedback loops between sales and marketing. These not only improve the quality of the leads generated, but also indirectly improve lead velocity.
BEST PRACTICE at company XYZ (name changed due to NDA contract):
Following the introduction of CRM-supported lead scoring and weekly coordination between marketing and sales, lead velocity increased sustainably. Interested parties were recognised as qualified more quickly and integrated into the sales process.
Transruption coaching as support for lead velocity projects
As part of projects relating to Lead Velocity many companies seek external support. Transruption coaching provides support in reflecting on internal processes and implementing changes in a targeted manner.
This coaching accompanies teams when challenges arise in lead management or when better coordination between marketing and sales is sought. It provides impetus on how processes can be made more agile and effective.
Customers report that transruption coaching provides them with valuable perspectives on how to maintain focus despite operational challenges and achieve measurable success in increasing lead velocity.
BEST PRACTICE at company XYZ (name changed due to NDA contract):
In the course of a transruption coaching session, a common target image for Lead Velocity was defined. Through targeted support, obstacles in the sales process were made visible and successfully addressed with creative solutions.
My analysis
The Lead Velocity is an effective management tool that helps companies to grow faster and more measurably. It makes it possible to monitor the sales process in real time and provide targeted impetus for improvements. Different industries benefit from its flexibility and informative value.
A combination of technical tools, clear process design and human support through transruption coaching often helps to ensure a sustainable increase in lead velocity. In this way, companies can not only realise short-term growth spurts, but also promote stable development.
Further links from the text above:
Lead Velocity: Definition, Metrics & Ways to Increase It - Wisdomplexus [2025]
Lead Velocity Rate (LVR) - Baremetrics [2025]
Lead Velocity Rate (LVR) - The Agile Brand Guide [2025]
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