Exactly this. I worked at a small startup where we had great engineering talent. It was hard to find in this area. We got a product built, shipped, running with beta B2B customers... then it fell flat on its face.
After the initial release, there was little to no marketing, poor go-to-market strategy, and slow sales. This was all the CEO's realm. Sales and marketing is hard.
> You can teach most engineers to sell, lead, and plan.
Have you run a large company? I've run a small one so was forced to learn all of these skills, and let me tell you, it was hard, I found it much harder than learning how to code.