Rethinking Growth: The Time to Value (TTV) Imperative
Discover how Time to Value accelerates impact, aligns teams, and drives growth—read on to learn more!
Welcome to the 30th Edition of Marketing Concepts!
Have you ever clicked on an ad, signed up for a service, or downloaded an app—only to feel lost or unsure about its value? You’re not alone. Consumers today expect instant value, and if they don’t see it quickly, they move on. This is where Time to Value (TTV) becomes a game-changer.
TTV refers to the time it takes for a user or customer to experience meaningful value from a product, marketing campaign, or media touchpoint.
In this post, you’ll learn:
What TTV is and why it’s crucial for your business.
How reducing TTV improves customer experience (CX), marketing efficiency, and ROI.
Strategies for aligning marketing, media, and product teams around this key metric.
Practical steps and tools to measure and enhance TTV for sustainable growth.
What is Time to Value (TTV)?
Time to Value is a pivotal customer experience (CX) metric that quantifies the speed at which customers realise tangible benefits from their interactions with a brand.
This metric informs multiple areas:
Media & Marketing: Campaign effectiveness in conveying the core message and driving immediate action.
Product: Speed of user experience and realisation of core product benefits.
Customer Experience: Efficiency in removing friction points to accelerate user "aha" moments.
Why TTV is Crucial for Business Growth & ROI
Reducing TTV drives higher engagement, better conversion rates, and improved retention—all of which lead to greater revenue and marketing efficiency.
Companies that successfully optimise TTV see:
Lower Customer Acquisition Costs (CAC): Faster time to value means higher conversion rates, reducing wasted spend.
Higher Lifetime Value (LTV): Users who get immediate value are more likely to stay, engage, and buy again.
Improved Marketing Efficiency: Campaigns with faster impact mean more efficient ad spend and better return on marketing investment.
Aligning Marketing, Media, and Product Teams Around TTV
TTV should not be the responsibility of just one department—it should be a shared KPI across media, marketing, and product teams.
Here's how each team can optimise around this metric:
Closing Thoughts
Optimising Time to Value is crucial for any business growth strategy. Companies that prioritise TTV can expect to witness heightened engagement, reduced churn, and enhanced Return on Investment (ROI).
The foundation for success lies in alignment: seamless collaboration between media, marketing, and product teams is essential to minimise friction, maximise clarity, and accelerate the value experience for customers.
What’s your biggest challenge in optimising TTV? Let’s discuss strategies to improve it!
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