Marketers often assume agencies and vendors are 100 percent successful on all of our marketing initiatives. And yeah, our reputation is everything, so failure is not an option. If you're like many of us, you do everything within your ability to ensure success. The truth is, no one has 100 percent success every time. Unique situations always present themselves. Maybe your product or service just doesn't have enough value or the condition of the market changed. One thing is certain, unknown environmental factors, regardless of market research, will present uncontrollable variables that affect the outcome for every marketer's goals. It's not often, but it happens.