Time to Value: What it is, why it matters, and how to track it in B2B payments

Time to Value (TTV) is a simple concept with big implications for B2B payments. At its core, TTV is about how quickly your customers see real, tangible benefits from your product or service after they decide to work with you.

The important thing here is the value they expect to get from your product, not the value you want to deliver. A deep understanding of customer needs is critical so that these sometimes distinct perspectives align.

Let's say your solution is a cross-border payment platform for SMBs. Your customers expect faster transaction times, lower fees, and a straightforward, user-friendly interface that simplifies compliance with international regulations.

You have to deliver on these customer expectations as fast as possible so that you have shorter TTV which can lead to greater customer loyalty.

B2B payments can be marred with late payments, payment failures, frustrated clients, and missed opportunities. If you can provide shorter Time To Value, you can be the go-to platform for your target audience.

What Is Time to Value?

Time to Value is the clock ticking from the moment a new customer decides to use your service, until the moment they experience the results they expect. This could be as simple as getting their first invoice paid faster or as complex as seeing efficiencies across a global payment process over a reasonable amount of time.

B2B buyer preferences have changed and they demand seamless, intuitive, and quick payment experiences. They want outcomes today—better cash flow, fewer manual interventions, or reduced payment errors.

The faster you can make that happen, the more likely your customers will stick with you, advocate for you, and gladly pay a premium for your service.

How to Track Time to Value

Understanding and shortening Time to Value begins with tracking it effectively. Many payment leaders understand TTV conceptually but struggle to measure it in a way that drives actionable insights. Here's how you can track TTV step by step:

1. Define What “Value” Means for Your Customers

The first step is clarity: What does “value” look like for your customers? It varies depending on your service and customer base. Examples in B2B payments might include:

• The first successful cross-border transaction.
• Reduced DSO (Days Sales Outstanding) after implementing your platform.
• Reaching a target number of invoices processed with minimal errors.

Work with your customers to pinpoint what success means to them, as their perception of value is what matters most.

2. Set Clear Milestones in the Customer Journey

TTV isn’t just a single point in time—it’s a series of moments where customers see incremental value. Break the journey into measurable milestones:

• Onboarding Completion: When the customer has fully set up their account.
• First Success: The first transaction, invoice reconciliation, or payment tracking milestone.
• Ongoing Value: The first time they hit key usage metrics, such as processing 50 invoices in a month or reconciling payments in half the usual time.

These milestones provide a roadmap for measuring progress and identifying where delays occur.

3. Measure TTV With Clear Metrics

Once you’ve defined milestones, attach measurable data to each one. Common metrics for tracking TTV include:

• Time to Onboarding Completion: How long it takes for a customer to go from signing up to being fully onboarded?
• Time to First Value: The hours, days or weeks between onboarding and their first successful transaction or outcome.
• Time to Full Adoption: How long it takes for a customer to integrate your solution into their routine processes and reach regular usage levels.

For example, if you’re a payment gateway provider, you might track the time from initial sign-up to the first processed payment as the core TTV metric.

4. Use Tools to Automate Tracking

Technology is your ally in measuring TTV. Use analytics tools to track customer interactions and progress:

• CRM Software: Tools like Salesforce or HubSpot can help track customer touchpoints and milestones.
• Product Analytics: Platforms like Mixpanel or Amplitude can measure how customers interact with your platform and when they hit key milestones.
• Customer Feedback Tools: Surveys or NPS (Net Promoter Score) tools can capture when customers feel they’ve achieved value.

Integrate these tools to get a comprehensive view of where customers are on their journey.

5. Analyze Patterns and Bottlenecks

Tracking TTV isn’t just about gathering data—it’s about using that data to improve. Analyze trends to find common delays or bottlenecks:

• Are customers stuck during onboarding?
• Does it take too long for them to complete their first transaction?
• Are there technical or process barriers slowing adoption?

Regularly review these insights and take action to eliminate obstacles.

6. Benchmark and Iterate

TTV is not static—it evolves as your product and customer needs change. Set benchmarks to understand what “good” looks like and continually iterate to improve:

• Compare TTV across customer segments to identify which groups see value faster.
• Track changes in TTV after introducing new features, processes, or improvements.
• Regularly revisit your milestones to ensure they align with customer expectations and business goals.

Why Time to Value Matters in B2B Payments

B2B buyers are laser-focused on outcomes. They don’t care how advanced your technology is unless it translates to something they can feel: faster processes, better visibility, fewer headaches. Here’s why TTV is critical:

1. B2B Buyers Are Impatient (For Good Reason)
   In payments, delays cost money, sometimes huge money. Long TTV means CFOs and finance teams are stuck waiting for the solution they desperately need. And if your competitors offer faster value, you’ve already lost.
2. Customer Loyalty Depends on It
   If a customer doesn’t see the value of your solution within the first few weeks or months, chances are they won’t renew. Worse, they might churn before even fully implementing your solution.
3. It’s Your Competitive Advantage
   A short TTV shows that you know what you’re doing. It builds trust because it says, “We understand your pain points, and we’re here to solve them fast.” In a relationship based industry like B2B payments where trust is everything, this is huge.

How to Shorten Time to Value

Now that we’ve established why TTV is so important, let’s look at how payment leaders can shorten it. The answer lies in crafting a superior payment experience at every touchpoint—from onboarding to post-payment settlement.

1. Start Strong with Seamless Onboarding

Onboarding is where you either win or lose your customer. A confusing, time-consuming process will erode trust before the relationship even begins. To shorten TTV, focus on:

• Simplicity: Make the onboarding steps crystal clear. Only ask for the information you truly need.
• Guidance: Offer step-by-step tutorials, live chat support, or even a dedicated onboarding manager to guide them.
• Automation: Pre-fill forms, offer easy integrations with existing systems, and remove manual work wherever possible.

For example, if a client needs to integrate your payments API into their ERP, give them a plug-and-play solution, not a 100-page technical manual.

2. Deliver Immediate Wins

Customers want to feel progress right away. Think about what you can deliver quickly to create a positive first impression:

• If you’re a cross-border payments provider, show them their first successful transaction within minutes or hours of setup.
• For invoice payment platforms, highlight how your system reduces DSO (Days Sales Outstanding) from day one.

The key is to focus on small, meaningful wins that build confidence and momentum.

3. Prioritize Transparency During Payment Processes

One of the most frustrating aspects of B2B payments is the lack of clarity. Where’s the payment? When will it arrive? What’s the exact amount after fees? Shorten TTV by giving customers this information upfront.

• Use dashboards that show real-time payment statuses.
• Provide notifications for every milestone in the payment journey.
• Be crystal clear about fees and FX rates.

Transparency is value, and delivering it instantly makes your customers feel in control.

4. Ensure Smooth Post-Payment Settlement

Your job doesn’t end when the payment is made. Post-payment experiences can either reinforce your value or undo all your hard work.

• Reconciliation: Make it easy for customers to match payments to invoices.
• Reporting: Offer detailed, customizable reports they can pull with a click.
• Support: Be available to resolve any issues quickly, whether it’s a missing payment or a fee discrepancy.

More Ways to Create Greater Value

Beyond shortening TTV, there are some less obvious ways to create more value for your customers through superior experiences.

1. Invest in Self-Service Tools

Not every customer wants to call support or wait for help. Self-service dashboards, knowledge bases, and troubleshooting tools empower them to solve problems faster. The faster they can help themselves, the shorter their TTV.

2. Humanize Your Digital Touchpoints

In a digital-first world, small human touches can make a big difference.

• Personalize communications based on the customer’s industry or specific use case.
• Send proactive updates, like “We noticed you haven’t set up X feature yet. Here’s how it can help.”
• Celebrate milestones, such as their first 100 transactions completed through your platform.

3. Co-Create Value

Engage with your customers as partners. Ask for their feedback regularly and act on it. Co-develop new features that address their unique challenges. This doesn’t just shorten TTV—it deepens the relationship.

The Takeaway for Payment Leaders

The faster you can fulfill customer expectations, the more successful your business will be. Here’s what payment leaders should focus on:

1. Map the Customer Journey
   Identify every touchpoint where you can reduce friction and deliver value faster.
2. Fix the Bottlenecks
   Are customers dropping off during onboarding? Do they struggle to integrate your tools? Find the pain points and solve them.
3. Think Beyond Features
   Customers don’t care about what your product can do—they care about what it can do for them, and how fast.
4. Invest in UX as a Business Strategy
   A great user experience isn’t just a nice-to-have. It’s the shortest path to value, and it’s what will set you apart from the competition.

A Final Word

Time to Value is where the rubber meets the road. It’s where your promises become reality for your customers. And in B2B payments, where time is money and trust is everything, it’s what makes or breaks the relationship.

At WDIR, we specialize in helping payment leaders like you create experiences that shorten TTV and drive real business results. If you’re ready to turn UX into your competitive advantage, get in touch today!