Time to Value: A SaaS Guide to the TTV Galaxy... and Beyond

Time to Value (TTV) is a crucial metric for SaaS companies, representing the time it takes customers to realize the value they expected from a product. The shorter the TTV, the more likely a user will stay and avoid churn. Different types of TTV include Time to Basic Value, Time to Exceed Value, Immediate Time to Value, Short Time to Value, and Long Time to Value. Measuring TTV can be done through time to conversion, time to feature adoption, or time to ROI. A short TTV is important for user onboarding as it improves conversion rates and helps customers see a return on investment faster. To shorten TTV, companies can use effective onboarding tactics such as product tours, tooltips, omnichannel messaging, and customer success support.