Ways of Reducing Your Product's Time to Market

When it comes to introducing a product, timing is everything. Getting the launch date right is critical when you spend so much time brainstorming, planning, and developing new products for your customers. If you unleash your product too soon, it may not be adequate for customer engagement, and if you release it too late, someone else will outscore you in the market.

The concept of time-to-market encompasses all initial stages of product development. It starts with the emergence of an idea and ends when your product reaches its intended audience. Have you ever considered how you can accelerate this process while leaving competitors in the dust?

According to a Gartner survey conducted in 2019, only 11% of organizations are able to meet 100% of their internal launch targets because it is challenging to account for everything that goes into bringing a new product to market. When you consider that "45% of product launches are delayed by at least one month," according to the same survey, it's easy to see how difficult it is to determine a product's time to market.

Try to understand the time to market for each product you build, and this will assist you in developing more accurate product timelines and launch dates. Reduced time to market allows your team to move smoothly through the product development process and deliver value to customers more quickly.

Why should you prioritize Time to Market?

Understanding the time to market allows you to provide your team with a more streamlined development experience. Working on your time to market gives you a competitive advantage and helps you to capture revenue faster. Developing new products requires valuable time and resources; therefore, the ability to release your products more quickly helps offset those costs and recoup your initial investment. It also assists you in developing a more consistent and predictable revenue model for your company.

Use your knowledge of these advantages to improve your product development strategy. This knowledge will help you think critically about how your team scales various procedures and workflows and maximizes resource costs for the best return on investment.

Improving your time-to-market expedites and simplifies processes and workflows. This efficiency improves the developer experience and fosters a more focused and collegial team culture.

Ways to reduce time to market

Every team involved in bringing your project to fruition can reduce time to market. Remember that an entire workforce is only as robust as the weakest link. Realizing how to reduce Time to Market can be proactive, but don't worry, victory isn't unrealistic. Below are a few key factors to consider in shortening the time to market.

Accelerate Your Development Process

Boosting TTM requires a thorough understanding of product development processes and the resources to complete them. The more you understand these processes, the easier it will be to formulate a comprehensive approach for your team.

Bring relevant stakeholders from your organization together to identify potential areas for improvement. These areas for improvement are typically in the development life cycle with consistent delays.

Examine the source of the problem. Once you've identified those problems, you can modify your timelines and workflows. Each team member must comprehend expectations at every stage of the process. Intrinsic ambiguity about how to proceed can cause as many delays as trying to work directly with customers.

Set Doable Goals and KPIs

Reduced time to market for a product is only possible if you establish clear goals for your team. Developing key performance indicators (KPIs), representative of real-world outcomes, allows you to see the impact of changes to various processes and provides your team with a clear path to success.

The SMART goal-setting framework is excellent for developing goals and establishing KPIs to drive your team to actionable results. It ensures that your objectives are relevant, quantifiable, attainable, pertinent, and time-bound, allowing you to solidify priorities and work more efficiently.

Achieving this goal allows you to reduce the time it takes to complete user testing, resulting in a faster overall time to market. Please ensure to analyze and refine these goals and KPIs at the end of each product release to help push your team toward even more ambitious goals.

Create Effective Road Maps

Each innovation has its resource requirements, timelines, and costs. To reduce TTM and improve planning accuracy, you must have development roadmaps for each type of product you create. A clear roadmap also assists you in effectively prioritizing tasks and providing visibility to the team.

Set up different projects using project management platforms and keep a historical record of these roadmaps for analysis. When every team member can visualize the path various tasks take during the product development process, you can spot conflicts before they cause delays. Creating these roadmaps also allows you to keep track of all the different project-related asks, their present status, and the time it takes to complete them. Use this data to identify similarities between processes and refine roadmaps with each release.

Create Well-Defined Procedure

Creating well-defined workflows allows everyone to move forward with their work, knowing what to do in the development process. Documentation is a crucial part of defining these workflows. Everything your team does has to be clear and visible to the entire organization. 

Try agile product development to streamline this information. Being agile allows your team to intuit work on a more direct level and creates prints, making it much easier to prospect your work. You also create a backlog of work to help you understand what else to do before the product is released. It is easier to reduce TTM when you can predict the amount of work and resources needed for a project.

Understand When to Build vs Buy

Taking a product from concept to release can sometimes be done entirely in-house. At times, you may need to rely on third-party tools and resources. Acknowledging how to make the build vs. buy decision ensures you always know which option to choose.

It takes longer to complete something from the ground up than to purchase a turnkey solution. Another option is to buy specific software development kits (SDKs) or application programming interfaces (APIs). Buying also allows you to get your product to market faster, allowing you to capture revenue sooner and offset the cost of third-party integrations.


The more efficient your team is about their daily tasks, the easier it is to reduce your company's TTM. Automating repetitive processes and simplifying workflows allows people to focus on more complex and time-consuming tasks, which is useful when resources are scarce, and your team is stretched thin.

Create products with diligent cross-functional teams

Working effectively as part of a dedicated team is a pillar of innovation and speed. Daily team meetings foster accountability and momentum while having the right set of functions and skills on the team - when and where they are needed, as soon as needed - reduces non-value added time. Cross-functional teamwork has a long-standing recognition as a best practice for reducing time to market.

Compliance and Quality Control

While several shortcuts can get your newly launched products into the hands of your customers, these shortcuts can result in compliance violations or a significant reduction in the quality of your product.

To ensure quality consistency, keep track of all innovations, approaches, and technology introduced into the development and distribution processes.

Acclimate as You Go

The degree of flexibility a company can demonstrate determines its success and longevity. Be prepared for any sudden shift in demand, economic, or social factors.

Although these changes may cause your company's time to market to be longer than expected, keeping your team motivated and your head held high can help mitigate the damage these factors are likely to cause.

Final Note

When you reduce the time to bring new products to market, you can deliver value to customers more quickly. This increased speed makes it easier to build engaging relationships, keep customers happy, and keep them for a long time. Because the way people interact with your products determines so much of the customer experience, maintaining a consistent release cadence ensures your company stays top of mind.

Connect with us, and our experts will assist you in reducing the time to market for your product.

You may also like