If you run a recurring revenue business (SaaS, etc.) then this article by Jason Lemkin is well worth reading. He points out that the best leading indicator of sales pipeline performance is your Qualified Lead Velocity Rate (LVR) which measures your growth in qualified leads month over month. Jason knows a thing or two about this having been the co-founder & CEO of Echosign which is now part of Adobe Systems. Here’s a great quote that drives the point home:
“But there’s a better metric, your Key Metric, you should track and score yourself to, and hold your VP Marketing and marketing team to – Qualified Lead Velocity Rate (LVR), your growth in qualified leads, measure month-over-month, every month. It’s real time, not lagging, and it clearly predicts your future revenues and growth. And it’s more important strategically than your revenue growth this month or this quarter.”
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