Concept

Pilot vs paid contract

A pilot is a bounded fit test; a paid contract has price, scope, and renewal risk. Many 'pilots' are unpaid science projects that never convert. Free trials with no conversion criteria fund the customer's discovery, not yours.

Where founders get this wrong

Running open-ended free pilots with no success criteria, owner, or end date.
Calling something a pilot when the buyer already needs a paid SOW — and discounting anyway.
Treating a logo as traction without a path to paid expansion.