Time to market (TTM) is the length of time it takes from a product being conceived until it is available for sale.
Time-to-market: the time needed to design a product and start selling it.
In software, TTM spans from initial concept or feature request through design, development, testing, and release to end users. It is closely related to — but broader than — cycle time and lead time for changes, which measure specific sub-intervals within the delivery pipeline.
A shorter TTM allows organizations to respond faster to market opportunities, reduce the cost of delay, and deliver value to customers sooner.