Time to Value (TTV)

Time to value (TTV) refers to the time it takes for a customer to start seeing business benefits from a product or service. In the SaaS (Software as a Service) industry, TTV is an important metric because it measures the efficiency and effectiveness of a software product in delivering value to the customer.

A shorter TTV indicates a faster return on investment and higher customer satisfaction, while a longer TTV may result in customer churn and decreased customer loyalty. SaaS companies aim to optimize TTV by streamlining the onboarding process, providing comprehensive training and support, and continuously improving their product features to meet the evolving needs of their customers.

Time to value (TTV) is typically calculated as the time elapsed between the start of a customer’s usage of a product or service and the moment when they start realizing significant benefits.

Here’s a general formula for calculating TTV:

TTV = End of onboarding process + Time to reach the desired outcome – Start of the customer journey

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Similar Terms:

Annual Contract Value (ACV)
Customer Lifetime Value (CLTV or CLV)
Lifetime Value (LTV)
Total Contract Value (TCV)