Definition
Time to value (TTV) is the elapsed time from signup to the first meaningful outcome that confirms product value.
Why it matters
Shorter TTV increases retention, upsell readiness, and willingness to pay. Longer TTV increases churn risk and sales friction.
Pricing implications
If TTV is long, use longer trials, guided onboarding, or phased ramp pricing. If TTV is short, upgrades can happen earlier.
Measurement tips
Track median and p90 TTV by segment, and separate self-serve from sales-led cohorts.
Checklist
- Define the activation event in one line.
- Measure TTV by plan, segment, and channel.
- Identify the biggest step delays in the activation path.
- Align trial length with median TTV plus a buffer.
- Add templates or walkthroughs to shrink TTV.
- Compare TTV for churned vs retained cohorts.
- Recompute TTV after major product changes.
- Document the TTV definition and owners.
Examples
- TTV = time from signup to first dashboard shared with a teammate.