Apollo Metric
Sales
Pipeline Velocity = (Number of Open Deals x Win Rate x Average Deal Size) / Average Sales Cycle Length in Days
Pipeline Velocity measures how much revenue moves through your Apollo pipeline over a given period, combining the number of open opportunities, the average deal size, the win rate and the average sales cycle length. Using Apollo deal stages, sequence engagement and task activity, it shows how fast qualified contacts convert into closed revenue. A higher value means deals are progressing faster and producing more revenue per unit of time.
Full guide: definition, formula, and benchmarksApolloSalesPipeline Velocity
Pipeline Velocity measures how much revenue moves through your Apollo pipeline over a given period, combining the number of open opportunities, the average deal size, the win rate and the average sales cycle length. Using Apollo deal stages, sequence engagement and task activity, it shows how fast qualified contacts convert into closed revenue. A higher value means deals are progressing faster and producing more revenue per unit of time.
How to calculate pipeline velocity
Why pipeline velocity matters for Apollo users
For a team running outbound in Apollo, Pipeline Velocity ties sequence and prospecting effort to the rate at which revenue actually arrives. It exposes whether the deals created from your contacts and campaigns are moving or sitting still, which a raw count of open opportunities never reveals.
Watching velocity over time lets you see the effect of changes to targeting, messaging or qualification. When the number drops, you can isolate whether it is win rate, deal size or cycle length that has slipped, and act on the specific lever rather than guessing.
Understand and act on pipeline velocity with KPI Tree
Sync your Apollo deal, contact and sequence data into your warehouse and compute Pipeline Velocity in KPI Tree, drawing the four inputs from Apollo deal stages, closed-won history and cycle timestamps. In KPI Tree you can place it in a metric tree alongside average deal size and contact engagement score so the drivers of velocity sit one level below it and any movement is traceable to its source.
Assign RACI ownership so a sales lead is accountable for velocity while reps stay responsible for the underlying deal hygiene in Apollo, and set a weekly or fortnightly review cadence in KPI Tree to catch slowdowns while there is still time to act.
Get started with your Apollo data
Connect your existing warehouse where Apollo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Apollo metrics
Average Deal Size
Sales EngagementMetric Definition
Average Deal Size = Total Revenue from Apollo-Sourced Deals / Number of Closed-Won Deals
Average deal size is the mean monetary value of closed-won opportunities that originated from or were influenced by Apollo outbound activity. It provides a benchmark for the revenue quality of pipeline generated through sequences, calls, and email campaigns.
Contact Engagement Score
Sales EngagementMetric Definition
Contact engagement score is a composite metric that quantifies how actively a contact is interacting with your outbound efforts. It weights email opens, link clicks, replies, call connections, and meetings booked from Apollo sequences to produce a single score indicating buying intent and responsiveness.
Account Penetration Rate
Sales EngagementMetric Definition
Account Penetration Rate = (Contacts Engaged / Total Identified Contacts in Account) x 100
Account penetration rate measures the percentage of identified decision-makers and influencers within a target account that have been contacted and engaged through outbound sequences. It quantifies multi-threading effectiveness by comparing contacted stakeholders against the total addressable buying committee.
Contact Lifecycle Analysis
Sales EngagementMetric Definition
Contact lifecycle analysis tracks how contacts move through defined stages of outbound engagement: from initial list addition, through sequence enrolment, first touch, engagement, meeting booked, and opportunity creation. It identifies bottlenecks, drop-off points, and the average time contacts spend in each stage.
Explore pipeline velocity across integrations
All Apollo metrics
Account-Based Sales AnalysisAccount Penetration RateAverage Deal SizeContact Engagement ScoreContact Lifecycle AnalysisContact Response TimeContact Segmentation AnalysisEmail Bounce RateEmail Open RateEmail Response RateEmail Template Performance AnalysisEmail Timing Optimisation AnalysisLead Source Attribution AnalysisLead-to-Opportunity Conversion RateList Quality ScoreMonthly Recurring MeetingsOpportunity Stage AnalysisWin RatePipeline Coverage RatioSales Pipeline VelocitySales Cycle LengthSales Rep Performance AnalysisSequence Completion RateSequence Performance AnalysisTask Completion RateOpportunity Win RateEmpower your team to understand and act on Apollo data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
