Hi tkc,
I am not sure how you hold all the sales people accountable for a lack of traction against a product for which there remains little demand.
The person who made the error was the person who misread the market and hired them all, without taking the precaution to fund the initial stages of the process. That person should have lost their job. It was a reckless decision.
The global market currently isn't ready. An organic approach to growth and hiring looks like it would have made more sense.