Onboarding Time-to-Value (TTV)
TTV: days from signup to first measurable value. Sub-7 days = world-class. 30+ days = churn risk. Reduce via product onboarding, white-glove for ent.
| Customer tier | — |
| Your TTV (days) | — |
| Tier benchmark | — |
| Activated users % | — |
| Verdict | — |
| Efficiency score | — |
Time-to-Value (TTV) measures the speed from customer signup to first measurable value — the 'Aha moment'. Shorter TTV correlates with lower churn and higher expansion. SMB benchmark <7 days; enterprise <90 days.
TTV by Customer Tier
SMB (under $10K ACV): under 7 days (PLG product-led). Mid-market: under 30 days (sales-assisted + activation playbook). Enterprise: under 90 days (technical implementation, integration). Each tier has different success criteria — define what 'value' means.
How to Reduce TTV
Pre-built templates and quick starts. Guided product onboarding flows. White-glove implementation for high-ACV. Automated welcome sequence + activation playbook. Remove friction at signup (no credit card for trial).
TTV → Churn Correlation
PluralSight study: customers reaching first value within day 1 had 40% lower 12-month churn vs day 7+. ProfitWell: each day of delay in TTV correlates ~2-3% increase in churn.
Last updated May 2026. Sources: ProfitWell TTV Research.