[GTM glossary](/glossary.md) Pilot program Sales # Pilot program In short A pilot program is a limited, time-boxed rollout of a product with a small group of users at a buyer, run to test real results before a full purchase. It usually has an agreed scope, length, and success criteria. Pilots reduce the buyer's risk and give the seller a path to a larger deal. Unlike a free trial, a pilot is usually set up with the seller's help and tied to a specific business goal. ## What a good pilot includes * **Clear goal:** One or two outcomes the buyer cares about, such as cutting manual work or lifting reply rates. * **Success criteria:** Measurable targets agreed in writing before the pilot starts. * **Fixed timeline:** Often four to twelve weeks, with a review date on the calendar. * **Named owners:** A person on each side responsible for progress. * **Next step:** What happens if the pilot succeeds, including scope and pricing. --- ## Pilot program vs. proof of concept vs. free trial A proof of concept tests whether something can work technically. A pilot tests whether it delivers business value in real use with real users. A free trial is self-serve and usually has no agreed success plan. --- ## How to run a pilot ### 1. Qualify before you pilot Offer a pilot only to buyers with a real problem, a budget path, and an internal champion. Otherwise it becomes free work. ### 2. Write the plan down Put goals, users, dates, and success metrics in a short shared document, ideally a mutual action plan. ### 3. Review early and often Check in weekly. Fix adoption problems fast, and report progress against the agreed metrics. ### 4. Convert Hold the final review with the economic buyer, show results against the criteria, and present the paid proposal. --- ## Common pilot mistakes * **No success criteria:** Without them, a pilot ends in "nice, but we need more time." * **Wrong users:** Testing with people who have no stake in the outcome hides real value. * **Open-ended length:** Pilots that drift lose urgency and rarely convert. * **Missing decision maker:** Good results do not matter if the buyer was never involved. --- ## Pilot program FAQs **What is a pilot program in sales?** A pilot program in sales is a small, time-limited rollout of a product with a few users at a prospective customer. It tests real-world results against agreed success criteria so the buyer can decide on a full purchase with less risk. **How long should a sales pilot program last?** Most pilot programs run from about a month to a quarter, depending on how long it takes to see measurable results. Set a fixed end date and a final review up front so the pilot does not drift without a decision. **What is the difference between a pilot program and a proof of concept?** A proof of concept checks whether a solution can technically work. A pilot program goes further and tests whether it delivers business value with real users in real conditions. A proof of concept is often shorter and narrower than a pilot. **Should a pilot program be paid or free?** It depends on cost to the seller and the buyer's commitment. Free pilots are common, but a paid or partly paid pilot filters out unserious buyers and signals commitment. Whichever you choose, agree the conversion path before the pilot begins. Share term --- ## More related phrases * [Product champion](/glossary/product-champion.md) * [Brag book](/glossary/brag-book.md) * [Account management](/glossary/account-management.md) ## Similar phrases * [Proof of concept (POC)](/glossary/proof-of-concept.md) A proof of concept (POC) is a small, focused test that shows a product can solve a buyer's specific problem, run before the buyer commits to a full purchase. * [Champion](/glossary/champion.md) A champion is a person inside a buyer's company who supports your solution, sells it internally, and helps you move the deal forward. * [Mutual action plan](/glossary/mutual-action-plan.md) A mutual action plan is a shared, dated list of steps that buyer and seller agree to complete so a deal can move from evaluation to signature. * [Sales cycle](/glossary/sales-cycle.md) The sales cycle is the full series of steps and time from first contact with a prospect to a closed deal, repeated for each new customer. * [Free trial](/glossary/free-trial.md) A free trial lets prospects use a product for a limited time at no cost, so they can test its value before deciding to buy.