Enterprises love pilots because they're low-commitment — which is exactly why so many die in limbo. A pilot only converts if it's designed to convert from the start.
The conversion playbook
- Define success criteria up front, in writing. Agree before the pilot what result justifies the full purchase. A pilot with no finish line never finishes.
- Set a time box. Open-ended pilots drift forever. A defined window forces a decision.
- Instrument the value. Capture the outcome data during the pilot so the business case writes itself at the end.
- Pre-negotiate the production terms. Settle what happens if the pilot succeeds before it starts, so success leads straight to a contract.
Bottom line: a pilot converts only when success criteria, a deadline, and production terms are agreed before it begins — otherwise it's a free trial that quietly expires.