Go Beyond Time to Value and Impress Your Boss: Mastering Value Metrics in Customer Success

In today’s fast-paced SaaS landscape, time to value (TTV) has become a critical metric for both customers and vendors. The quicker a customer can realize the benefits of a product, the more likely they are to adopt, expand, and advocate for it. But while reducing TTV is important, the real question is: what value was actually achieved, and how valuable was it?

The first time TTV was introduced to our Customer Success organization, I was on an implementation call where the TTV goal was outlined as 60 days. I came off mute and said, "Yes, and how are we measuring the 'value' part of TTV?" Cue the cricket noises. That moment made me realize that while measuring speed to value is important, understanding the actual impact of that value is where true customer success lies.

This is where impact metrics come in. Understanding and tracking the right impact metrics allows Customer Success Managers (CSMs) to set meaningful goals and go beyond just measuring TTV—it enables them to quantify and communicate the tangible business outcomes their customers experience. Here’s how:

1. Define the Right Impact Metrics

Not all value is created equal, and different customers measure success in different ways. Instead of defaulting to generic product adoption metrics, CSMs should collaborate with customers to define what success looks like for them. These impact metrics might include:

Revenue Growth: How much did the product contribute to increased sales or cost savings?
Efficiency Gains: How much time or resources were saved by using the solution?
User Engagement: Are end-users actively adopting and benefiting from the product?
Risk Mitigation: Has the solution reduced compliance risks or improved security?

By identifying these metrics early, CSMs can ensure that they are tracking the outcomes that truly matter.

2. Align Goals to Customer Priorities

Once the impact metrics are established, they should serve as the foundation for setting customer goals. Rather than focusing solely on time-based milestones, CSMs can align objectives with the specific business outcomes customers want to achieve. For example, instead of just aiming to complete onboarding in 30 days, a more meaningful goal might be: Enable the sales team to reduce proposal turnaround time by 20% within 60 days.

This shift from activity-based to outcome-based goals helps demonstrate real value rather than just product usage.

3. Measure and Communicate Value Realization

TTV is often treated as the finish line, but in reality, it’s just the first checkpoint. The next step is to measure how much value was realized and communicate it back to the customer. This can be done through:

Regular Business Reviews (QBRs/EBRs): Present data-driven insights on how the customer has progressed toward their goals.
Customer Feedback & Case Studies: Gather qualitative insights from users to understand the true impact of the solution.
Benchmarking & Industry Comparisons: Show how the customer’s results compare to similar organizations to contextualize their success.

By continuously reinforcing the value achieved, CSMs can strengthen customer relationships, increase retention, and uncover expansion opportunities.

4. Evolve and Optimize Over Time

Customer needs evolve, and so should the way value is measured. By continuously refining impact metrics based on new insights, shifting business priorities, and changing industry trends, CSMs can ensure that their approach remains relevant and effective.

The Takeaway

While measuring and reducing TTV is important, it’s just the starting point. True customer success comes from understanding what value was delivered and how impactful it was. By leveraging impact metrics, CSMs can set more strategic goals, ensure customers achieve meaningful outcomes, and prove the lasting value of their solutions.

At the end of the day, it’s not just about how fast customers see value—it’s about making sure they see the right value.