The amount of time it takes a new customer to experience the Aha moment or see tangible ROI from your product.
Why it matters: High TTV leads to onboarding churn. Product-led growth (PLG) companies aggressively engineer their apps to bring TTV down to minutes, not weeks.
In practice: A complex ERP software might have a TTV of 6 months. A self-serve scheduling tool like Calendly has a TTV of 5 minutes.