What New KPIs Will Measure Journey Velocity?
New KPIs for journey velocity go beyond basic funnel conversion to capture time-to-progress between stages, friction and rework, and the revenue impact of moving buyers and customers faster—all surfaced in revenue marketing dashboards that tie back to RM6™ and RMOS™.
New KPIs for journey velocity will measure how quickly and smoothly buyers and customers move through defined journeys. That means combining stage-to-stage cycle time, time-in-status and queue time, progression rate, acceleration lift (before/after change), and time-to-value into a standard set of metrics. These KPIs will be tied to revenue, pipeline, and retention outcomes and operationalized in revenue marketing dashboards so that velocity becomes an everyday performance dimension—not a one-off analysis.
What Matters in Journey Velocity KPIs?
Designing a KPI Set for Journey Velocity
Use this sequence to build a practical, trustworthy set of journey velocity KPIs that leaders and operators can use to prioritize work and prove impact.
Define → Baseline → Select → Instrument → Visualize → Govern
- Define journeys and stages. Start with RM6™ or your existing journey taxonomy. Clarify which journeys (e.g., New Logo, Expansion, Renewal, Onboarding) you’ll measure and what “stages” mean operationally in CRM and MAP fields.
- Baseline current velocity. Use historical data to calculate current cycle times, time-in-status, and progression rates by stage, segment, and channel so you know where you are starting from.
- Select a standard KPI set. Agree on a core set of velocity KPIs (cycle time, time-in-queue, progression within SLA, acceleration lift, time-to-value) that will be used consistently across journeys and geos.
- Instrument touchpoints and timestamps. Ensure systems capture clean timestamps at each journey stage, along with ownership, route, and key attributes (segment, region, product) needed for meaningful slices and comparisons.
- Visualize in revenue marketing dashboards. Surface velocity KPIs alongside volume, conversion, and value metrics in dashboards that support RMOS™ cadences and decision-making—not just ad hoc analysis.
- Govern KPIs and thresholds. Establish ownership for each KPI, set target ranges and SLAs, and bake regular velocity reviews into QBRs and monthly operating reviews so improvements stick.
Journey Velocity KPI Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Stage Timing Visibility | Only high-level funnel metrics; little insight into time between stages. | Standardized stage timestamps with cycle time and percentile views for each priority journey. | RevOps / Analytics | % Journeys with Measured Stage Cycle Time |
| Queue & SLA Management | Generic SLAs, rarely measured or enforced. | Journey-specific SLAs with KPIs for time-in-queue, SLA adherence, and auto-escalation rules. | Sales Ops / CX Ops | SLA Compliance on Journey Handoffs |
| Velocity-Linked Outcomes | Velocity discussed qualitatively, without clear value linkage. | Dashboards tie faster journeys to improvement in win rate, ARR, and retention. | Finance / RevOps | Revenue Influenced by Velocity Improvements |
| Segmentation & Benchmarking | Single aggregate velocity number. | Benchmarked velocity KPIs by segment, region, product, and channel with clear best/worst performers. | Analytics / Regional Leads | Variance in Velocity Across Segments |
| Experimentation & Lift | Changes launched without clear pre/post velocity measurement. | Every major change to journeys is paired with a defined velocity hypothesis and measured acceleration lift. | Growth / Digital | Average Velocity Lift per Tested Play |
| Executive Adoption | Leaders focus on volume and bookings only. | Journey velocity is a standard part of QBRs and board updates, tied to strategic goals. | CMO / CRO | Inclusion of Velocity KPIs in Executive Packs |
Client Snapshot: Turning Lead Management Speed into Measurable Value
For a large B2B provider, rethinking lead management wasn’t just about more leads—it was about moving the right opportunities faster. By tightening routing, clarifying SLAs, and updating automation, they were able to improve both velocity and conversion, contributing to significant revenue impact. You can see how better processes, data, and KPIs come together in Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue , which illustrates what’s possible when journey performance is measured and managed with discipline.
When journey velocity KPIs are clearly defined, instrumented, and visible, your teams stop asking “are we doing enough?” and start asking “are we moving the right customers fast enough—and what’s that worth?”
Frequently Asked Questions about Journey Velocity KPIs
Make Journey Velocity a First-Class KPI Set
We’ll help you define, instrument, and visualize the KPIs that show how journey speed drives revenue and retention.
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