What is a velocity metric?

What Is a Velocity Metric?

A velocity metric measures how quickly your growth marketing team completes tasks, projects or experiments. It helps you understand the pace at which your team moves from idea to execution, providing clear insights into productivity and efficiency.

Tracking velocity metrics allows you to spot bottlenecks, streamline workflows and ensure your marketing activities align with business goals. Ultimately, velocity metrics help your team deliver results faster and more effectively.

Velocity vs Speed: What's the Difference?

Speed simply measures how fast something happens. Velocity, however, measures speed in a specific direction. In growth marketing, velocity metrics don't just track how quickly tasks are completed—they also show whether your team is moving towards strategic objectives.

For example, your team might rapidly complete tasks, but if those tasks don't align with your growth goals, your velocity is low. Velocity metrics ensure your team's speed is combined with strategic direction, keeping everyone focused on impactful activities.

How Do Velocity Metrics Work?

Velocity metrics track how quickly your marketing initiatives are delivered and how soon they produce measurable results. Regularly monitoring velocity helps you:

• Understand how quickly campaigns and experiments are launched

• Measure the time it takes for marketing activities to generate leads or revenue

• Identify delays or inefficiencies in your processes

• Make data-driven decisions to accelerate growth and improve ROI

Analysing velocity metrics enables your team to optimise workflows, prioritise effectively and consistently deliver value to your business.

Examples of Velocity Metrics

Here are some common velocity metrics used by growth marketing and sales teams:

• Average time to close a deal: How quickly your sales team converts leads into paying customers.

• Average time to ship marketing work: The time it takes to move marketing initiatives from idea to execution.

• Experiment velocity: The number of marketing experiments launched within a specific timeframe.

• Lead response time: How quickly your team responds to inbound leads.

• Content production velocity: The rate at which your team creates and publishes content.

How to Increase Your Marketing Velocity

Increasing your marketing velocity means removing unnecessary processes and streamlining workflows. Here are common practices to avoid if you want to improve velocity:

• Holding frequent one-to-one meetings to solve problems individually rather than collaboratively

• Keeping everyone constantly "in the loop" through excessive updates and meetings

• Requiring multiple approvals from other teams or stakeholders before moving forward

These practices slow down your team's ability to execute quickly and effectively. For more insights on improving your team's velocity, check out this article on why you're not shipping.

Self-Assessment Questions to Improve Your Velocity

Regularly assessing your team's velocity is crucial. Ask yourself these questions to evaluate and improve your marketing velocity:

• How quickly is my team currently delivering marketing work?

• What specific actions can I take to improve our velocity?

• Are there bottlenecks slowing down our processes?

• How does our velocity compare to industry standards or competitors?

• What impact does our current velocity have on overall business growth?

How Growth Method Helps Improve Your Marketing Velocity

Traditional task management tools like Asana, ClickUp or Monday.com help organise tasks, but they don't specifically improve marketing velocity. Growth Method is the only work management platform built specifically for growth marketers, combining ideation, experimentation and analytics in one powerful platform.

Growth Method helps you:

• Ideate faster: Our intuitive ideation system ensures growth ideas align with your goals, automatically categorising and sharing them with your team for rapid feedback.

• Experiment efficiently: Growth Method incorporates best practices from leading growth teams, guiding experiments through clear stages—building, live, analysing and complete—to increase velocity and learning.

• Report effortlessly: Generate professional, detailed reports that clearly demonstrate your team's impact, keeping stakeholders informed and impressed.

With Growth Method, your team can eliminate bottlenecks, prioritise effectively and consistently deliver results at a higher velocity.

"We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results." Laura Perrott, Colt Technology Services

Growth Method is the only work management platform built specifically for growth marketers. We help companies implement a systematic approach to grow leads and revenue. Book a call today to see how Growth Method can accelerate your marketing velocity.