[Lesson 3] From Prospects to Customers: TTV

Read time: 3 minutes

Welcome to the third installment of our "Time to Value" mini-series! In our previous episodes, we delved into the significance of shortening Time to Value (TTV) for converting prospects into loyal customers. We've explored strategies, tactics, and the components that impact TTV, with a focus on accelerating customer conversions.

Now, we're diving deeper into how TTV extends its impact beyond the initial sale. In this episode, we'll uncover how TTV positively affects customer retention and expansion. We'll explore post-sale TTV strategies and discover the power of creating a feedback loop for continual enhancement.

If we understand that the faster customers and users reach that "Aha!" moment, the greater the chance of turning them into paying customers, the same principle applies to retaining and expanding your customer base.

The only difference is that once a prospect becomes a paying customer, they've moved beyond doubt about whether your product or service can help them achieve their desired outcomes. They're now actively pursuing those outcomes.

To maintain and expand your customer base, you must chart the right path or journey to consistently provide value. This entails identifying the milestones your customers must achieve. Each of these milestones has its own TTV, measured by activation metrics, and what happens between these milestones is known as the adoption rate.