Tracking Time to Value (TTV) is a stupid metric for Implementations

Author

Jeff Kushmerek
April 23, 2023

I am consistently asked “what are the best metrics to track in implementation, and why is it time to value?” This concept truly confuses me.

I get the concept.

Product Marketers think that there is this MAGIC moment where the customer is looking at your product and has an “aha moment”. You will be on a status call and then suddenly they are filled with awe.

Let me tell you - this rarely happens, at least not in implementations. People will say “that’s cool” , but you know what they are really focuses on? Launch! TIME TO LAUNCH. A customer wants to know when they are going live, what are the blockers. Half of the time you are up against a deadline because the customer wants to shut down the software vendor you just displaced so they are not paying for 2 services.

The biggest reason why I preach that you should track TTL vs TTL is that TTV is subjective. “How do you track “aha”? Is that a CRM/CSP field? Do you ask? Do they visibly jump up and say I GET IT!!

No, so let’s quit the fantasy and work with SMART goals.

Specific

Measurable

Achievable

Relevant

Timely

Now put TTV and TTL through that criteria: 

TTV is not specific
TTL is very specific (LAUNCH)
TTV is somewhat measurable
TTL is very measurable
Both are achievable 
TTV is not relevant for implementation
TTV is not a “timely” goal

So, let’s put the TTV concept aside for the Ted Talks and webinars. Your implementation team is focused on getting the customer configured and launched so that they can achieve the key outcomes that they expected when they signed the contract. They should have a KPI on the variance from the standard launch time - hopefully, you have gotten to this point where you can tell a prospect confidently in presales how many days a standard implementation takes. If not, there is work to do.

The CSM team will focus on the continued “onboarding" to ensure they see the value they expected. Perhaps that time moment will happen when the customer is able to zoom out and see the big picture. That goal is for a different team and a different part of the customer lifecycle.

Review those and let me know what you think as it compares to this concept.