Time to value (TTV)

Time to value is the elapsed time between a customer starting with a product and reaching their first real outcome — the moment the product has visibly done something useful for them. It is measured from a fixed start (contract signed, or account created) to a defined value milestone.

Shorter time to value correlates with lower early churn and faster expansion, because customers who see a result quickly are more likely to adopt fully. Onboarding teams track it per phase to find where accounts lose momentum.