'Time to Value' is revolutionising accounting tech startups. Learn to measure and maximise this metric for rapid customer satisfaction and business growth.
Is your accounting tech startup spending enough time talking about 'Time To Value' or TTV? In a SaaS sector where delivering value is fundamental to your offering, you’d assume that TTV is baked into your KPI dashboard, right? But, in our experience, many software startups in the accounting sector are not tracking and measuring TTV effectively.
Ask your team this: ‘How long does it take for our customers to experience value in our product for the first time?’ If you don't know the answer, then getting a better grip on TTV and the focus of your value offering is probably long overdue.
Let’s start by getting the lowdown on the true meaning of TTV – and why it’s a client experience and value performance metric that should be front and centre in your accounting tech dashboard.
Time To Value (TTV) measures the time it takes for a customer to realise the benefits and value of your product or service – in this case, your accounting technology solution.
In other words, TTV is a measurement of how long it takes your customer to go from ‘What’s this new app?’ to ‘We couldn’t live without this app!’. TTV is a key indicator of the effectiveness of your software, a barometer of customer satisfaction and a measure of how quickly your product becomes invaluable to your audience.
It’s about how long it takes for your customers to:
The quicker you can move the implementation and adoption phases, the sooner your customers will get that warm, cosy feeling that ‘added value’ brings to the table. And turning your customers into rabid brand advocates is a major pathway towards growing the business.
Why is TTV such a critical metric for your accounting tech startup? It’s all down to what it tells you about your customers’ perception of the product.
Yeah, you want to have a solid pipeline of sales bringing in recurring revenue. But you also need those paying customers to get the value you’ve promised. If your tagline is ‘Transforming your practice management with smart AI tools’, you’d better bloody deliver on that value promise!
What your TTV score does is give you a way to quantify and drill down into that value proposition, so you can start refining, nuancing and improving your offering.
Shortening your TTV can lead to:
So, what does a shorter TTV tell you? Basically, it’s a great indication that your accounting tech solution is easy to implement, user-friendly and quickly delivers value to customers (in other words, you’re killing it!). Startups with a good TTV score are likely to have higher customer satisfaction, increased retention rates and incredible word-of-mouth marketing.
So, what can you do to boost that TTV number and start seeing better results?
Here are some core areas to focus on:
Boosting that TTV score should be high on your priority list, as the founder of an accounting tech startup. But being able to stand back and objectively judge where your solution is slowing down the all-important TTV score isn’t easy when you’re on the inside looking out.
At Journey we’re the experts in growth marketing for the accounting tech sector. So we know exactly what’s going to shorten that TTV time and get your accountant audience paying attention.
Partnering with us helps you:
Get in touch to find out how Journey can shorten that TTV time, transform your customer experience and help you start delivering explosive growth for your accounting tech startup.
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Journey has entered a multi-year partnership with ACCA UK. This collaboration will focus on two key initiatives aimed at enhancing professional growth.
New collaboration to deliver national roadshows and member benefits focused on the future of accounting tech.
Journey, the leading GTM agency for accounting-tech, is proud to announce a strategic partnership with leading global accountancy body ACCA (the Association of Chartered Certified Accountants. This multi-year partnership will see Journey become an events partner for ACCA UK, organising national roadshows and providing exclusive member benefits through access to innovative software solutions.
Journey, renowned for its expertise in go-to-market strategies for accounting technology, has entered a multi-year partnership with ACCA UK. This collaboration will focus on two key initiatives aimed at enhancing the professional growth and technological advancement of ACCA UK members.
The first initiative involves Journey taking on the role of an events partner for ACCA. This partnership will kick off with the 'Accounting Futures' roadshow in October, which will tour six locations across the UK. The roadshow will feature industry experts discussing critical themes such as People, Process, Technology, and Sustainability. Attendees will gain valuable insights and learn directly from peers about building resilient and future-ready accounting practices.
"We are thrilled to partner with ACCA UK on these national roadshows," said Jordan Vickery, Global Director & Head of EMEA at Journey. "Our goal is to provide ACCA members with unparalleled opportunities to engage with industry leaders, explore innovative technology, and equip themselves with the knowledge to navigate the evolving landscape of accounting."
In addition to the events, Journey will collaborate with ACCA UK to offer exclusive member benefits. By leveraging its portfolio of innovative software vendors, Journey aims to provide ACCA UK members with access to the latest technological advancements designed to support their firms and clients effectively.
"Partnering with Journey allows us to deliver significant value to our members," said Mark Jackson, Partnership Development Manager at ACCA UK. "The combination of expert-led events and cutting-edge technology solutions will empower our members to stay ahead in the dynamic field of accounting."
Last year's roadshow organised by Journey attracted over 500 ACCA members from various UK locations, demonstrating the strong interest and demand for such initiatives. This new partnership aims to build on that success and further support ACCA members in their professional journey.
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
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Journey have been announced as the marketing partner to help launch Tax Torch in order to revolutionise real-time tax planning for accounting professionals.
London, UK, [10th July]: Journey, the leading go-to-market (GTM) agency for accounting-tech, is proud to announce its partnership with Tax Torch, a real-time and proactive personal tax planning product set to launch in September/October 2024. This partnership aims to provide accounting professionals with new tools to deliver personal tax planning at scale.
Tax Torch offers a suite of features designed to simplify and enhance the tax planning process, allowing accountants to deliver proactive advice and real-time updates to their clients. This innovative product is expected to set a new standard in the industry, helping firms & their clients to stay ahead of the curve in an ever-evolving financial landscape.
"Journey is excited to support Tax Torch in their mission to transform tax planning," said Jordan Vickery, Global Director & Head of EMEA at Journey. "Our experience with over 20 vendors across the UK, Australia, and the United States positions us perfectly to help drive the success of this innovative product in the accounting channel."
Robert Davidson, Co-Founder of Tax Torch, added, "Partnering with Journey ensures that our product reaches the right audience and achieves its full potential. Their expertise in the accounting-tech market is invaluable as we prepare for our launch."
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
About Tax Torch
Tax Torch is a new cloud-based personal tax planning product, combining an individual's personal income, business performance and goals. Tax Torch aims to create consistency and value while lowering the barriers of entry and making easy tax planning available to all.
Journey teams up with Digital Accountancy Show to enhance event growth and exhibitor engagement.
Journey, the leading go-to-market (GTM) agency specialising in accounting technology, is excited to announce a strategic marketing partnership with the Digital Accountancy Show. This collaboration aims to drive attendee growth for the show and offer exclusive support packages to exhibitors, to ensure they maximise their ROI.
The Digital Accountancy Show, now heading into its fifth year after four consecutive sell-out shows, is poised to continue its growth as a staple part of the UK accounting events calendar, with Journey acting as its marketing engine.
As well as handling all aspects of marketing for the show, Journey will also be supporting the show's 100+ exhibitors with exclusive support packages, including product messaging, stand design, pre-show communications, and follow-up strategies.
"Having worked with Dan and the team in a consulting capacity for 4 years as their Head of Content, it makes complete sense for Journey and our incredible agency team to step in to support the show's ambitious growth targets and plans for 2025” said Jordan Vickery, Global Director and Head of EMEA at Journey. "With our experience supporting 20+ vendors globally with their GTM, we’re also in a great position to be able to support the show's exhibitors to ensure they maximise their value from the event with clear positioning, marketing, and exhibition design"
Dan Cockerton, Founder of the Digital Accountancy Show, added, "Journey's proven track record in the accounting tech space makes them the perfect partner for us. Their approach and deep understanding of our profession will undoubtedly help us take the show to new heights in 2025."
You can learn more about the packages available for exhibitors here.
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
About Digital Accountancy Show
The Digital Accountancy Show is your front row seat to the future of accounting & finance. Join them on the 1st and 2nd April 2025 in London to join 4000+ of your peers at the leading technology conference like no other.
