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Time to Value (TTV)

Definition

Time to Value (TTV) measures the time it takes for a new customer to realize the promised value of a product or service after adoption. It tracks the duration from when a customer begins using the product to when they achieve their first meaningful benefit or milestone.

Description

Time to Value (TTV) is a key indicator of customer success momentum and onboarding effectiveness, reflecting how quickly users realize the core benefit your product promises.

The relevance and interpretation of this metric shift depending on the model or product:

  • In SaaS, it highlights workflow setup and initial task success
  • In Fitness or consumer apps, it reflects first milestone or tracked activity
  • In eCommerce, it surfaces time to first purchase or reward

A shorter TTV builds loyalty and NPS, while longer durations raise drop-off risk and post-sale regret. This metric helps teams optimize activation paths and retention triggers. By segmenting by persona, source, or use case, you unlock strategies to tailor onboarding and compress value delivery.

Time to Value informs:

  • Strategic decisions, like journey orchestration and success planning
  • Tactical actions, such as workflow simplification and nudges
  • Operational improvements, including support touchpoints and education materials
  • Cross-functional alignment, helping product, CS, lifecycle, and PMM drive faster success and stronger retention

Key Drivers

These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome

  • Product Complexity and Setup: More steps = longer time. Simplified flows = faster wins.
  • Support and Education Access: On-demand help and CS guidance shrink the time to value.
  • Customer Fit: Users outside your ICP take longer to reach value (or never do).

Improvement Tactics & Quick Wins

Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.

  • If TTV is long, audit where users stall post-activation — fix those steps first.
  • Add guided workflows, prebuilt templates, and success stories at key moments.
  • Run segmented onboarding tracks based on role or use case.
  • Refine value metrics dashboards so users see impact faster.
  • Partner with CS and PMM to align on “value realization” journeys by segment.

  • Required Datapoints to calculate the metric

    • Total Time from Onboarding to Value: Cumulative time for all customers to achieve their first value milestone.
    • Number of Customers Achieving Value: The count of customers who reach value successfully.

  • Example to show how the metric is derived

    A CRM tool tracks TTV for users achieving their first sales deal:

    • Total Time to Value for All Users: 3,000 hours
    • Number of Users Achieving Value: 500
    • TTV = 3,000 / 500 = 6 hours per user

Formula

Formula

\[ \mathrm{Time\ to\ Value} = \frac{\mathrm{Total\ Time\ from\ Onboarding\ to\ Value\ for\ All\ Customers}}{\mathrm{Number\ of\ Customers\ Achieving\ Value}} \]

Data Model Definition

How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.

cube(`CustomerOnboarding`, {
  sql: `SELECT * FROM customer_onboarding`,
  measures: {
    totalTimeToValue: {
      sql: `total_time_to_value`,
      type: `sum`,
      title: `Total Time from Onboarding to Value`,
      description: `Cumulative time for all customers to achieve their first value milestone.`
    },
    numberOfCustomersAchievingValue: {
      sql: `customer_id`,
      type: `countDistinct`,
      title: `Number of Customers Achieving Value`,
      description: `The count of customers who reach value successfully.`
    }
  },
  dimensions: {
    id: {
      sql: `id`,
      type: `number`,
      primaryKey: true
    },
    customerId: {
      sql: `customer_id`,
      type: `number`,
      title: `Customer ID`,
      description: `Unique identifier for each customer.`
    },
    onboardingDate: {
      sql: `onboarding_date`,
      type: `time`,
      title: `Onboarding Date`,
      description: `The date when the customer started using the product.`
    },
    valueAchievedDate: {
      sql: `value_achieved_date`,
      type: `time`,
      title: `Value Achieved Date`,
      description: `The date when the customer achieved their first meaningful benefit.`
    }
  }
})

Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema

Positive & Negative Influences

  • Negative influences

    Factors that drive the metric in an undesirable direction, often signaling risk or decline.

    • Product Complexity and Setup: A higher number of steps and complex setup processes increase the Time to Value as customers take longer to navigate and understand the product.
    • Customer Fit: Customers who do not align with the Ideal Customer Profile (ICP) often take longer to realize value, as the product may not fully meet their needs or expectations.
    • Lack of Support and Education: Insufficient access to support and educational resources can delay the customer's ability to achieve value, as they may struggle to overcome challenges independently.
    • Onboarding Process: A poorly structured onboarding process can extend the Time to Value by failing to guide customers effectively through initial product use.
    • Feature Overload: An excess of features can overwhelm new users, causing confusion and extending the time required to identify and utilize the most relevant functionalities.

  • Positive influences

    Factors that push the metric in a favorable direction, supporting growth or improvement.

    • Simplified Product Flows: Streamlined and intuitive product flows reduce the Time to Value by enabling customers to achieve their first meaningful benefit more quickly.
    • Effective Customer Support: Access to responsive and knowledgeable customer support helps resolve issues promptly, accelerating the realization of value.
    • Targeted Education and Training: Providing targeted education and training resources empowers customers to understand and use the product effectively, reducing the Time to Value.
    • Strong Customer Fit: Customers who closely match the Ideal Customer Profile (ICP) are more likely to quickly realize value, as the product is well-suited to their needs.
    • Proactive Onboarding: A proactive and well-structured onboarding process ensures that customers are guided efficiently through the initial stages of product use, leading to faster value realization.

Involved Roles & Activities

Funnel Stage & Type

  • AAARRR Funnel Stage

    This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:

    Activation

  • Type

    This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.

Supporting Leading & Lagging Metrics

  • Leading

    These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.

    • Short Time to Value: Short Time to Value is a direct, more aggressive variant of Time to Value, focusing on achieving the first value milestone as quickly as possible. Improvements here typically forecast reductions in overall Time to Value and provide an early signal of onboarding and product adoption efficiency.
    • Time to First Value: Time to First Value is essentially a milestone embedded within Time to Value, measuring when a user first experiences meaningful benefit. This acts as a precursor and strong predictor for overall Time to Value improvements.
    • Activation Rate: Activation Rate measures the percentage of users reaching the initial value milestone. Higher activation rates signal smoother onboarding and typically lead to reductions in overall Time to Value.
    • Onboarding Completion Rate: Onboarding Completion Rate measures how many users complete onboarding, which is often the first phase leading up to value realization. A higher completion rate directly influences a decrease in Time to Value by removing friction from the user journey.
    • Time to First Key Action: Time to First Key Action tracks how quickly users perform the primary activation event. Faster achievement of this milestone is a strong early indicator that users are on track to realize value sooner, reducing overall Time to Value.

  • Lagging

    These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.

    • Percent of Accounts Completing Key Activation Milestones: This metric quantifies how many accounts reach activation milestones. If a high percentage is achieved, it often validates that efforts to reduce Time to Value are working and can provide feedback loops to further optimize early-stage experiences.
    • First Feature Usage Rate: Measures the rate at which new users engage with core features after onboarding. This can help recalibrate Time to Value expectations by highlighting where users encounter friction or success, informing improvements to leading indicators.
    • Activation Cohort Retention Rate (Day 7/30): Retention of users post-activation shows if quick Time to Value leads to lasting engagement. Insights from this lagging KPI can be used to refine the definition of value and adjust the onboarding process for even faster initial value realization.
    • Action-to-Activation Time Lag: This metric measures the time from initial intent to activation. Analyzing this lagging indicator helps identify bottlenecks and enables refinement of leading indicators (like onboarding and activation flows) to reduce Time to Value.
    • Time to PQL Qualification: Time to Product Qualified Lead (PQL) Qualification reflects how quickly users demonstrate high intent after onboarding. This lagging insight can inform adjustments to onboarding and activation strategies, ultimately sharpening Time to Value forecasting.