Definition
Time to market (TTM) measures how long it takes an organization to move from a product or feature idea to a version available to end users. In software, it spans discovery, design, development, testing, and deployment. It is a key indicator of organizational agility and competitive responsiveness.
Why it matters
In competitive markets, the team that ships first often defines the category. Long TTM cycles mean feedback arrives late, pivots are expensive, and the market window may have already closed. Many enterprise TTM problems are not technical. They are organizational: too many approval layers, unclear ownership, and teams building for internal sign-off rather than user value.
Our take
We measure every engagement by time to first working prototype: typically one week. A week-one prototype is the fastest way to compress TTM because it turns abstract discussion into concrete, testable feedback.
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