TTV for B2B vs. B2C: Why Business Software Requires a Different Clock

In the consumer world (B2C), Time To Value is measured in dopamine hits (seconds).

TikTok: Swipe -> Laugh (3 seconds).
Uber: Tap -> Car confirms (10 seconds).
Spotify: Search -> Music plays (5 seconds).

If you are building B2B SaaS—especially "Enterprise" or "Prosumer" SaaS—reading B2C growth advice can be depressing. You look at your 2-day TTV benchmark and feel like a failure.

But B2B operates on a different clock. Not because your UX is bad, but because the definition of value is different.

1. The Complexity Tax (Context Injection)

Consumer apps usually work on simple inputs: your location (GPS), your taste (clicks), or your credit card.

Business software solves complex, idiosyncratic problems. It needs Context.

A CRM is useless without your customer list.
A Project Manager is useless without your tasks.
An Analytics tool is useless without your events.

This "Context Injection" takes time. Your users expect to invest some time here. They know they are building a machine, not just buying a sandwich. The "Setup Time" is an investment, not just friction, provided it is clear why it's necessary.

2. Evaluation Mode vs. Impulse Mode

B2C User: "I'm bored. Entertain me." (Low motivation, high impulsiveness).
B2B User: "I have a problem. Solve it." (High motivation, evaluative mindset).

A B2B buyer is willing to trudge through a 15-minute setup wizard if they believe the payoff is worth it. Their tolerance for friction is higher, as long as that friction feels progress-oriented.

"This wizard is configuring my industry benchmarks" feels valuable. "This wizard is asking for my mother's maiden name" feels bureaucratic.

3. The Multi-Player Challenge

This is the biggest structural difference. In B2C, TTV is single-player. You verify your email, you win.

In B2B, the "Real Value" is almost always Multi-Player.

Slack: You can sign up alone (Setup), but you can't chat alone. You need to invite Bob. TTV depends on Bob checking his email.
DocuSign: You can upload a document alone, but value happens when the client signs it.
Trello: You can make a board, but value happens when the team moves cards.

This means your TTV Metric often includes "Waiting Time" that is outside your product's control (waiting on Bob).

Setting Realistic Benchmarks

Don't aim for TikTok speeds. Aim for Industry-Appropriate Efficiency.

The Takeaway: TTV is Relative

If you are selling a complex solution, measuring "Seconds to Value" is a distraction. A user will climb a mountain for you if the path is marked and the view from the top is promised.