TTV can affect customer lifetime value. The longer it takes a customer to receive value from your product, the less likely that customer is to remain with your business long term. Often, customers who struggle to find value in your product will turn to your competitors in anthe effort to get a faster, more effective solution. On the other hand, when you focus on providing a short time to value for your products, you'll often find that customers are more likely to adopt and stick with those platforms.