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Execution is considerably reliant on the target audience and what they want or can be induced into wanting. It's also dependent on timing - something that was a popular scenario, character style or art style a few years ago could have reached saturation point by now and have less impact in the present. Views of the world and society also factor into it.
In terms of what execution can offer by itself - gathering music to fit the mood of a scene or set a tone during a theme, picking a seiyuu with the desired effect for their role, quality control in the artwork and animation, staying on schedule, keeping to budget - those will be malleable and somewhat unique factors to the title.
Writing something to be a big seller in literary form versus something in visual form has considerably different constraints and target audiences. But one can write a novel to be tailor-made to be adapted and it's an approach which has its merit in recent history.
And of course, there's the quality vs quantity argument. Is sales what you wish for, or to make a critically acclaimed title to satisfy peers within a different clique? Each of those have their own constraints and pitfalls.
Execution is certainly an aspect, but more of an enhancement rather than the sink or swim point, or at least one of several. And execution is so very dependent on what and whom you're aiming at.
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