TTV — Time To Value
Definition: How long it takes a new customer to experience the outcome they bought. Shorter TTV is the single strongest predictor of retention, expansion, and referral.
Example
Cutting TTV from 21 days to 4 lifted 90-day retention by 18 points — onboarding was the real product all along.
When you'll hear it
TTV shows up most often in board meetings, quarterly business reviews, and strategy off-sites. When someone uses it, they're usually referring to time to value — and they expect the room to already know what that means.
FAQs
What does TTV stand for?
TTV stands for Time To Value.
What does TTV mean in business and finance?
How long it takes a new customer to experience the outcome they bought. Shorter TTV is the single strongest predictor of retention, expansion, and referral.
Where will I hear TTV used at work?
TTV comes up most often in board meetings, quarterly business reviews, and strategy off-sites. It's used as shorthand for time to value, so people assume you already know the term.