Time to Value (TTV)
The time it takes for a new customer to realize meaningful value from your product.
Time to Value (TTV) measures how long it takes a new customer to achieve their first meaningful outcome.
**Types of TTV:**
• **Time to Basic Value**: First successful use • **Time to Aha Moment**: Realization of core value • **Time to Full Value**: Complete implementation • **Time to ROI**: Measurable business impact
**Why TTV Matters:**
• Short TTV improves activation rates • Reduces early-stage churn risk • Builds confidence in purchase decision • Creates momentum for expansion • Enables faster advocacy
**Reducing TTV:**
• Streamline onboarding process • Offer guided setup and templates • Identify and prioritize quick wins • Provide proactive customer success • Use in-app guidance and tutorials • Set clear milestones and expectations
**TTV Benchmarks:**
• Self-serve products: Hours to days • SMB products: Days to weeks • Mid-market: Weeks to months • Enterprise: Months to quarters
Related Terms
Customer Success
A business function focused on ensuring customers achieve their desired outcomes using your product.
Product-Led Growth (PLG)
A GTM strategy where the product itself drives customer acquisition, expansion, and retention.
Churn Rate
The percentage of customers or revenue lost over a given time period.