The Eastern Gangetic Plains are a densely populated region of South Asia with comparatively low productivity yet a strong potential to intensify production to meet growing food demands. Conservation agriculture-based sustainable intensification (CASI) has gained academic and policy traction in the region, yet despite considerable promotional activities, uptake remains limited. Based on emerging evidence delving beyond a binary classification of adoption, this qualitative study seeks to explore the experiences and perspectives of smallholder farmers who express positive sentiments about CASI, yet have not progressed to (autonomous) adoption. After thematic coding of semi-structured interviews with 44 experimenting farmers and 38 interested non-users, ten common themes emerged that explain why farmers stagnate in their adoption process. Seven of the ten themes were non-specific to CASI and would constraint promotion and uptake of any agri-system change, highlighting the need for contextual clarity when promoting practice changes in smallholder systems. We summaries this to propose the ‘four T's’ that are required to be addressed to enable agricultural change in smallholder systems: Targeting; Training; Targeted incentives; and Time. Through this more nuanced evaluation approach, we argue the need for a stronger focus on enabling environments rather than technological performance evaluations generically, if promotional efforts are to be successful and emerging sustainable intensification technologies are to be adopted by smallholder farmers.