You've done everything right. You had an idea that you know solves a problem.
...You have high hopes for your new product. But you can't just put it out there and hope it will be discovered. So you hire someone to make you a marketing plan and implement it. This magical marketing person is supposed to help your company grow. Mr. Marketing Magic should help your team close more sales.
But it doesn't happen. You look at the numbers and your revenue is flat. So what do you do? You fire the marketing person and bring in another marketing person with a new and perhaps better plan....
[Not so fast says Francine Hardaway in Fast Company. Try these five questions first. ~ Jeff]