What is Time to Value (TvT)?

Time-to-value definition varies depending on the business context. In terms of sales, it’s the amount of time from when a specific effort starts until it achieves sales and market share goals. E.g.: time between the moment when work on AI-based sales automation tool begins and the point when it’s bought by the first customer.

From the point of view of a consumer, it’s the amount of time between his need emerges and until it’s fulfilled.

The goal can be tangible (certain amount of copies sold) or intangible (filling market need or niche).

There can be different kinds of TvT – Time to First Value or Time to Critical Value.

It’s important to note that while Time-to-Value might seem similar to Time-to-Market the terms aren’t interchangeable.


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