Methods & process
Time to value (TTV)
The time between signing and the first value perceived by the customer.
Definition
Time to value measures the time elapsed between subscription and the moment the customer draws tangible value from the product. The shorter it is, the more likely future retention and expansion become.
Why it matters
A time to value that is too long wears down trust before the relationship even settles. Shortening it is a goal shared between product, Customer Success Manager and Account Manager.
How Phano helps you
Phano flags accounts whose activation is dragging, to step in before the initial momentum fades.
[Phano] €85,000 ARR, critical · Health 34/100 ●
June 1, 2026
→ Escalate to the sponsor
- • Silent for 28 days on email
- • Renewal in 22 days, quote not opened
- • No meeting scheduled in 6 weeks
+ custom fields: phano_phase, phano_confidence, phano_health_score…
History on this account
[Phano] €85,000 ARR, high · Health 47/100 ●
May 25 · → Schedule a sponsor touchpoint
[Phano] €85,000 ARR, medium · Health 58/100 ●
May 18 · → Monitor decision-maker engagement
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Frequently asked questions
What is Time to value (TTV)?
Time to value measures the time elapsed between subscription and the moment the customer draws tangible value from the product. The shorter it is, the more likely future retention and expansion become.
Why does Time to value (TTV) matter?
A time to value that is too long wears down trust before the relationship even settles. Shortening it is a goal shared between product, Customer Success Manager and Account Manager.
How do you measure time-to-value?
Elapsed time between signing and the first measurable value, defined in the customer’s own terms. Track it by onboarding cohort.
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