How Agile Techniques Can Reduce Time to Market
October 1, 2022

How Agile Techniques Can Reduce Time to Market


The ability to respond swiftly and change course when necessary is essential for corporate success.

A key statistic for gauging your progress in this area is time to market (TTM). TTM essentially explains how businesses recognise market demands and how rapidly they meet those demands.

You must use the Agile technique if you want to decrease your TTM and provide value to your clients more quickly and effectively.

This is why:

What does Agile Methodology entail?

With each iteration, the Agile methodology’s repetitious approach to product development makes it simpler to provide value to the market.

This is because making more versions of a product gives you more chances to get feedback and make sure the path your company is moving in is still the right one. Additionally, it often speeds up return on investment.

How Agile Techniques Quicken Time to Market

Two aspects of the Agile approach make it a great tool for reducing TTM:

Technical adaptability: The capacity of an organisation to readily adopt newer technology.

Business agility is the flexibility of an organization’s culture, strategy, governance, and leadership.

Technical agility encourages developers to produce more adaptable solutions and architecture, which reduces the amount of time required to deliver goods.

By reducing feedback loops, business agility enables stakeholders to respond to unpredictable and quickly changing situations.

Agile essentially assists in lowering TTM: Its techniques and tenets provide the perfect route for reaching your objectives in this field. Because of this, businesses continue to use Agile. In reality, based on the “State Of Agile 15th Annual Report, “Reducing TTM is one of the main motivations for adopting Agile in the company, virtually always.

What Makes Time to Market Critical?

For every organisation, achieving customer happiness is crucial. You should provide your clients what they want quickly, or at least quicker than your rivals, in order to keep them satisfied.

However, various factors that are always changing have an influence on and shape markets, particularly in the IT sector. Even the smartest and most seasoned expert may fall short in this sometimes unpredictable environment when attempting to foresee clients’ demands. Because of this, it’s crucial to test any hypotheses, take customer input into account, and provide your service as promptly as feasible.

According to the “Evidence-Based Management Guide” published by, TTM refers to “the organization’s speed in introducing new capabilities, services, or products.” The creators of fast-moving consumer products may find this description to be most relevant since it is relatively stodgy and constrictive. We need to adopt a more flexible perspective on TTM in the realm of IT. The Agile technique may be used in this situation.

Your capacity to provide value fast and effectively will determine your level of success. Therefore, you must quicken your TTM if you want to succeed. 

How Do I Calculate the Time to Market?

Start by asking the following questions to yourself:

How quickly can my company become better utilising new techniques and information?

How fast can my company adapt to changing circumstances?

How quickly can my company try out new tactics on its customers?

How fast do we get client feedback?

You may define your TTM capabilities by providing thoughtful, metric-based answers to these questions.

You can’t manage what you can’t measure, as Peter Drucker, the founder of management thought, famously remarked. Accordingly, the following metrics from’s “Evidence-Based Management Guide” might aid in TTM evaluation:

Metrics for Time to Market

Customer Cycle Time: The amount of time between the release of a product and the customer’s interaction with it.

Lead Time: The amount of time it takes for a product concept or hypothesis to materialise before the consumers start benefiting from it. In order to improve customer happiness, this measurement is essential.

Lead Time for Changes: The amount of time required between committing code and it actually functioning.

Time to Pivot: The period of time required to react to unanticipated market developments or occurrences.

Time to Learn: The period of time required to create a concept, present it to customers, and gain knowledge through their use.

Build and Integration Frequency: The quantity of tested and integrated builds during a certain time period.

Release Frequency: The quantity of releases within a certain time frame, such as a week, month, or year. Release frequency demonstrates how long it takes to develop a new product or service that satisfies consumer demand.

Deployment Frequency: The frequency with which a company distributes updated versions of its product to customers.

Release Stabilization Period: The period of time used to address product issues. The interval between developers presenting the product as ready for release and the product’s actual release to customers is known as the release stabilisation phase.

Mean Time to Repair: The typical time required to correct an issue. From the time of mistake discovery until the error is corrected, it is measured.

Time to Remove the Impediment: The typical amount of time it takes to remedy an obstruction when it is discovered.

Time to Restore Service: The period of time between the beginning of a service interruption and its full restoration.

The choice of precise TTM measures relies on process and structure. We advise beginning with a visualisation of your present delivery pipeline and considering TTM metrics pertinent to each node and connection in order to get the necessary metrics.

What Other Ways Can I Cut the Time to Market?

Unfortunately, there isn’t a single, effective way to lower TTM. Setting objectives and using the “Plan, Do, Check, Act” (PDCA) cycle is a typical strategy. This technique aids in iteratively discovering the ideal solution, much like the agile approach. Once you have measured your current TTM, you may start the first loop of the PDCA cycle and establish targets for improvement.

There are four stages in the PDCA cycle:

The planning stage. Here, you should make a strategy that details the precise adjustments and tests that will enable you to attain your TTM objective.

The action stage. This entails carrying out the first step’s strategy.

the checking stage. In this step, you gather your target TTM data once again and compare the outcomes to your objective.

It’s time to “Act.” Finally, fix any errors before the subsequent repetition. Keep what functions properly and get rid of what causes delays.

Pro advice: Don’t expect to solve everything in a single iteration and don’t anticipate too many improvements every iteration. Just keep in mind that PDCA is a loop and not a sequential procedure.

Visualizing the outcomes of each loop is something I advise. This makes it easier to evaluate the progress made in each area and assess the effectiveness of planned tests.


Time to market reveals what a company should be aware of if it wants to effectively supply goods and services. Although there isn’t a one TTM plan that works for every organisation, you may speed up TTM in yours by using the Agile methodology.

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