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What is Time To Volume?

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Time to volume is a marketing metric that measures the time to develop a new product from concept to launch and achievement of commercially relevant business volumes.
It is a variation of time to market, a similar metric that measures average concept-to-launch time for products, services and innovation. Time to volume is intended to exclude limited launches that technically get the product out the door but only to a handful of customers. In many cases, products are pushed out before they're ready and may have only a few test customers for many months. Time to volume also excludes products that never reach commercial relevance. The definition of commercial relevance varies by size of organization but is typically defined in revenue, units, transactions or service subscribers.
Overview: Time To Volume
Type
Marketing Metric
Definition
The average time to develop a product from concept to launch and realization of commercially relevant business volumes.
Related Concepts
Time To Market
Innovation Metrics

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