Featured image for Time to value

Why is Time to Value (TTV) a key metric for your SaaS product?

The adage “time is money” is the ultimate reality that supports the success of your organization in the SaaS sector. A variety of options are accessible to customers today in this cutthroat industry. B2B SaaS businesses typically rely on their decisions on investments or IT solutions on the reliability of the brand or product. However, customers are also searching for a quick time to value (TTV).

This refers to how quickly a product would help them solve their problem and get a good return on their investment (ROI). Customer relationships get stronger as you resolve issues more quickly as a company.

This article will define time to value (TTV) and explain why it’s important to monitor it to maximize your marketing & customer success efforts. We will also go through how you can measure time to value in your company. Finally, we discuss controlling value streams to raise TTV.

Customer Onboarding Template

In B2B SaaS, what does time to value mean?

Time to value is one of the most important metrics in SaaS businesses to gauge how long it takes for customers to start benefiting from a product after they make a purchase.

The quicker you resolve a customer’s issue, the better their experience will be (CX). This metric can be one of your USPs to set yourself apart from your rivals and keep customers around for the long haul.

Customer experience in relation to Time to Value (TTV)

Customers want technology that offers a quick return on their investment. Every business has unique objectives that help it develop and succeed.

Planning and evaluating infrastructure properly requires a quick return on investment. Everyone benefits from expedient TTV because it helps your clients keep more of their existing clientele.

The compatibility of your product or service to satisfy those objectives determines if a brand can assist a firm in achieving its goals. Additionally, it depends on maximizing the success rate and level of the client experience.

TTV is thus a target as well as a critical performance indicator. The enterprise must work together to quickly deliver value. 

Why isn’t the TTV metric used widely in SaaS?

TTV continues to be a rather mysterious statistic that hasn’t been extensively adopted by SaaS teams. It has the ability to have a beneficial impact on a company’s retention and, consequently, enhance revenue. Then, why is it not used widely?

That is because it’s a difficult statistic to figure out and standardize. Other fundamental indicators can yield comparable results and aid in retention while putting less strain on your team’s time, resources, and mental capacity.

TTV is still a valuable addition to your metrics stack, though. You might consider ways to give value more smoothly if you keep your attention on what “value” means to your clients. People want software that works and products that are as easy to understand as feasible. In the end, businesses must provide this.

TTV should be kept to the absolute minimum for your business. This will benefit all areas of business operations. Engineers can devise strategies to help users see the value in a product more quickly. The ability to communicate value will be better understood by sales and customer support. Your marketing and acquisition budget may feel less strained due to increased retention.

Customer Success and Time to Value

A product’s ability to add value is proof that it is effective. The promises stated in your sales pitch are kept by Fast TTV. Customers are more likely to become brand advocates for your company when you consistently provide value for them.

The foundation of a customer relationship is creating value, and continuous delivery boosts satisfaction and solidifies retention. More long-lasting relationships are formed as a result of low TTV reducing churn and making the life of customer success efforts easier.

How to measure Time to Value

You must first define value in order to calculate time to value. As was previously stated, the worth should be determined by what your customers consider to be valuable. You must comprehend their organization’s goals and how your product will help them achieve those goals. You may only consider enhancing this value once you are certain that both you and your consumer share the same definition of value. The following are some of the central values or advantages that software tools offer:

  • Help with more acquisition
  • Increased product personalization and overall revenue
  • Reduction in operating costs
  • Customer experience improvement
  • Churn Reduction or Retention Focused

Therefore, it is crucial for the company to determine what value the client wants them to offer. Once you’ve identified it, you may use it as a north star to direct you as you construct your software. To make sure the finished product will deliver the desired value, the company must map its value throughout the process.

Churn Analysis Template

How to Reduce Time To Value To Prevent Customer Churn?

Customer turnover can be significantly decreased by achieving a faster time to value. Here are a few strategies to assist you in lowering your Time to Value (TTV) in order to stop client attrition and foster long-term relationships.

Product Usage Data

Effective client onboarding requires constant monitoring of your customers’ use patterns.

Knowing which features people use more frequently, where they get stuck, and where they make mistakes will be made easier with this information.

It will be useful to develop strategies, offer precise solutions to customs fixes, and facilitate effective engagement with them to enhance their customer experience (CX).

Suggested Read: The Ultimate Guide to Churn Rate

Adapt Customer Onboarding to Individuals

To reduce the time to value in the SaaS corporate value delivery, it is crucial to personalize the customer onboarding process. You need to be aware of the customer’s journey and assist them as they go through the onboarding process. Make sure to tailor the resource material to the client’s needs and objectives.

Program of Structured Training

As was already mentioned, it is crucial to offer pertinent materials. Additionally, it must be structured. Instead of providing customers with all the information, organize resources to educate them about aspects that will help them accomplish their goals.

They can use their bandwidth in this way to proceed clearly toward their objectives rather than becoming overburdened by your lessons and articles.

Detection and Elimination of Friction

Before and after your product is launched, you must test how well users will accept it. Additionally, try utilizing your product from the perspective of the customer. For new users, even the smallest hiccup might take a lot of time.

You can find any difficulties and remove them from your goods with the aid of this practice.

Determine Value Delivery

Without overloading the clients, you must plan out the customized customer onboarding journey and minimize unnecessary steps for each customer’s unique needs.

Enterprise SaaS systems need to offer a clear path for solution rollouts in phases so that customers can have a deeper understanding of the platform before moving on to the following one.

Enhance the user interface

Enterprise SaaS platforms need to have excellent user interfaces and product designs in order to improve user experience and the perception of the value you provide with your offering.

With the aid of tailored content, your UI must be straightforward with a minimalist design that is simple to browse around your product.


Anyone intending to purchase a product has a set of objectives in mind. Only if they think your brand can assist them in overcoming these obstacles will they give it a chance. Your way of saying “thank you” for the trust is to deliver value as soon as you can.

Additionally, Fast TTV assists with customer retention, customer satisfaction, and word-of-mouth business growth (and other authentic marketing strategies). Simply put, it provides others greater motivation to collaborate with you.

You may reassure folks that they have discovered the rug permanently by taking results-driven, goal-based action.

P.S- The featured image is from pexels.com.

Jahan Patel is a content marketer at CustomerSuccessBox. He loves languages and loves writing about growth & businesses. On his off time, you can find him sitting in a cozy cafe reading a book.