The concept of ecosystem services (ES) aims to quantify the contribution of ecosystems to human welfare. Past research has revealed a range of attitudes and levels of understanding among policy makers or practitioners to this concept. This study investigated the experience of environmental decision makers with the application of ES, using the state of Victoria, Australia as a case study. Analysis of data from 20 interview participants indicated that impediments to implementing ES included structural and governance deficiencies, lack of public and private leadership, complexity of language, and the lack of sustained, long-term investment. Proposed solutions include standardised measurement and reporting, improved communication tools, and potential commercial investment in ES through government regulated markets. The study revealed that ES concepts have arrived at a moment of change in Victoria. They can potentially provide a basis for better environmental management decisions, however, many respondents felt implementation has stalled. Implementing complex policy change requires sustained effort. Active political leadership, a supporting advocacy coalition, and explicit theory on mechanisms to implement ES are required if the concept is to be widely adopted by decision makers in public or private spheres.