a·gen·tic a·gil·i·ty class·i·fic·at·ion

Time to Market: Accelerating Delivery to Outpace Competitors

Accelerating the journey from concept to customer by optimising flow, reducing delays, and enhancing responsiveness to market demands.

Time to Market is one of the four key value areas of Evidence‑Based Management that focuses on organizational capability. It is not a single measure but a group of metrics that evaluate the speed at which ideas are transformed into deliverable products or features. This collection of measures may include lead time, cycle time, and overall development duration—providing a comprehensive view of how quickly value reaches the customer.

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https://nkdagility.com/resources/time-to-market/

Overview

Time to Market refers to the collective metrics that assess how swiftly an organisation can convert ideas into market-ready products or features. This concept encompasses various measures, including lead time and cycle time, providing a holistic view of the efficiency of product development processes. It is crucial for organisations aiming to deliver value predictably and sustainably, as a reduced Time to Market enables teams to respond swiftly to customer needs and market changes.

By focusing on Time to Market, organisations can enhance their competitive edge, ensuring that innovations reach customers before competitors can react. This agility fosters a culture of continuous improvement, where teams are encouraged to refine their processes and eliminate bottlenecks. The systemic nature of Time to Market means that it influences not just individual projects but the overall organisational capability to innovate and adapt. It aligns closely with principles of Lean and Agile methodologies, promoting a mindset that values speed without compromising quality. Ultimately, a strong emphasis on Time to Market cultivates an environment where value delivery is not just a goal but a fundamental aspect of the organisational ethos, driving long-term success and resilience in a dynamic marketplace.

Learn More about Time to Market

Signals

Velocity isn’t how many story points a team burns down

Velocity measures how quickly teams turn ideas into value, using build, test, deploy, and feedback times—not just story points—to track real delivery speed.
Signals

Every delay increases the risk of failure

Delaying software releases increases failure risk. Frequent, small releases improve success rates, adaptability, and recovery, as shown by CHAOS Report and DORA metrics.
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Without Delivery, There Is No Value

Value in software is only realised through delivery. Frequent releases validate assumptions, reduce risk, and enable rapid feedback, adaptation, and continuous improvement.
Signals

let-us do the maths

Explains how slow product release cycles delay feature delivery, risk losing relevance, and create competitive disadvantages, highlighting the benefits of faster iterations.
Videos

How Do You Know How Long It Takes to Deliver Value?

Explains how Agile teams can measure and improve Time to Market using key metrics like lead time, cycle time, and time to fix to deliver value to customers faster.
Tags

Lead Time

Measuring the time from work initiation to customer delivery, helping teams monitor workflow efficiency and improve value delivery.
Videos

Maximising Deployment Frequency: The Key to Faster Time to Market and Business Success

Explores how increasing deployment frequency, stable environments, and fast feedback loops improve software delivery, reduce time to market, and align with business goals.
Videos

Evidence-Based Management: The Four Key Value Areas in Scrum

Explains Scrum’s four key value areas—current value, unrealised value, ability to innovate, and time to market—for data-driven product and organisational improvement.
Signals

If software is not delivered, it is not valuable

Undelivered software provides no value. Frequent, iterative releases reduce risk, cost, and failure, enabling faster learning and real user impact in software development.
Videos

Turning User Feedback into Actionable Work: A Guide to Maximizing Product Value

Learn how to quickly turn user feedback into actionable work items in Agile teams, improving product value through fast feedback loops, prioritisation, and continuous improvement.
Signals

Microsoft shift from 2-year cycles to 3-week Sprints caused team anxiety

Microsoft’s switch to 3-week Sprints increased team anxiety due to greater transparency, exposing inefficiencies but enabling faster, more frequent software delivery.
Blog

Evidence-based Management: Gathering the metrics

Explains how to gather key metrics for evidence-based management in software organisations, focusing on value delivery, time to market, and ability to innovate.
Signals

Every unreleased feature is a cost

Unreleased features create hidden costs and risks. Regular software delivery reduces failure rates, rework, and missed opportunities, ensuring real value is delivered.
Videos

Cutting Through the Red Tape: How Eliminating Committees Can Boost Your Time to Market

Explores how committees can delay decision-making, reduce agility, and increase time to market, highlighting the benefits of empowering teams and streamlining processes.
Tags

Continuous Delivery

Continuous Delivery is the practice of frequently delivering small increments of valuable product directly to real users, enabling rapid feedback, validation, and continuous improvement from the very first iteration.

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