How to improve Time to Value (TTV)

Why many entrepreneurs fail to improve Time to Value. And how to fix it  ✅

Time To Value (TTV) measures the time it takes for users to fully realize the benefits of a product. In our case B2B SaaS products.

Sounds logical, right?

However, we often see the identification and improvement of the TTV go wrong…

❌ The ‘Value Moment’ is not clear or precisely defined.

You can’t measure the time it takes for users to experience value without a clear definition of the ‘value moment’.

Therefore, you have to invest time in getting the Value Moment clear for your product. Because everything ultimately depends on this.

For us the Value Moment consists of a series of actions that a user must perform to maximize the chances of conversion.

This series of actions is based on the behavior of previous customers. What did they do with your product before making a purchase?

Here’s, a fictional example based on our meeting solution, Topical. The chance of conversion is 80% after a lead has completed the following steps:

⋅ Attending an online demo
⋅ Adding 3+ colleagues
⋅ Creating 2+ meeting templates
⋅ Planning and organizing 5+ meetings
⋅ Creating 10+ action items

So, determine a clear definition of the Value Moment. Once you have this, you can start implementing improvements to enhance the Time to Value.

In this example, for Topical, these improvements could include adding steps during the onboarding process for inviting colleagues, creating a template, and scheduling an initial meeting.

Additionally, you may want to add a popup for scheduling an online demo and design it in a way that makes it easy to create an action item.

So, these are just brief examples, but what really matters to me is the central message: ensure that the Value Moment is very clearly defined.

Optimizing the Time to Value is simply not efficient when the value moment is unclear.