Customers of SaaS companies generally prefer to derive value at a faster rate. When customers buy a product or service for the first time, they expect it to deliver results quickly and offer benefits as fast as possible. With a short TTV, customers can enjoy faster ROI. This could mean higher chances of the customers staying with the business. A long TTV may result in customers looking elsewhere for faster results. Every SaaS business must aim to establish a strong reputation for the fast delivery of solutions. A business that has a reputation for a long TTV may lose out on customers.