More goodness from Stephen Gary Blank's great book Four Steps to the Epiphany.  Key to finding an adopter for a new or early stage product is what Blank terms an "earlyvangelist."  Here is how to spot this rare but important species in your target customer organizations:

1. Has a problem
2. Is aware of having a problem
3. Has been actively looking for a solution
4. Has put together a solution of piece parts
5. Has or can acquire a budget

As the five points above reflect, it is more than just about having the problem.  It is having it, wanting to solve it, already trying something less than ideal, and having the political will and organizational authority to garner the resources to do something more about it.

Piece of cake, right?