Marketing and Commercialization

Bringing a socially beneficial product to market is crucial to diffusing the invention across society and achieving some level of financial solvency.  Yet, the marketing and commercialization skills required for this stage are often quite distinct from the earlier steps in the invention process.  Is this the time when the inventor should jump ship and go back to what he or she does best, such as ideation?  What are some of your favorite "bring to market" strategies?  What challenges have you faced in building a brand and distributing a product at scale?  Any questions or resources would be welcome.