Product management glosary

Time-to-Market (TTM)

What is Time-to-Market (TTM)?

Time-to-Market (TTM) is a term used in product management that refers to the amount of time it takes for a product to be developed, tested, and launched into the market. It is a critical metric for businesses as it directly impacts their ability to compete and succeed in the market.

Why is TTM important?

TTM is important because it determines how quickly a company can bring a product to market and start generating revenue. The faster a product is launched, the sooner a company can start earning profits and gaining market share. In today's fast-paced business environment, companies that can bring products to market quickly have a significant competitive advantage over those that cannot.

Factors that affect TTM

Several factors can affect TTM, including:

  • Product complexity: The more complex a product is, the longer it takes to develop and test.
  • Resource availability: The availability of resources, such as funding, personnel, and technology, can impact the speed of product development.
  • Market demand: The level of demand for a product can influence the urgency to bring it to market.
  • Regulatory requirements: Compliance with regulatory requirements can add time to the product development process.

How to improve TTM

There are several strategies that companies can use to improve their TTM:

  • Streamline the product development process: Companies can use agile methodologies and other lean product development approaches to reduce the time it takes to develop and test products.
  • Invest in technology: Investing in technology can help companies automate and streamline product development processes, reducing the time it takes to bring products to market.
  • Collaborate with partners: Partnering with suppliers, manufacturers, and other companies can help speed up the product development process by leveraging their expertise and resources.
  • Focus on customer needs: By focusing on customer needs and preferences, companies can develop products that are more likely to succeed in the market, reducing the time it takes to gain traction.


Time-to-Market (TTM) is a critical metric for businesses that want to compete and succeed in the market. By understanding the factors that affect TTM and implementing strategies to improve it, companies can bring products to market faster, start generating revenue sooner, and gain a competitive advantage over their rivals.