Ummm, is the pot connected to the correct source voltage?
Usually speed control pots are hung across a supply rail, typically between ground and +5V, provided specifically to put the correct maximum voltage on the controller. In my example, full left is stop (0V on the wiper), and full right is full-speed ahead (5V on the wiper). Putting more than maximum volts on the wiper won't make the motor go faster, and risks blowing up the electronics.
Wiring mistakes are possible because some controllers have terminals with other voltages on them, such as 12v or 24V.
David's ground and wiper must be connected correctly because turning the pot controls speed, hurrah – it's not far wrong! However, is it possible the third pot wire is connected to the wrong terminal on the controller? If so, an easier fix than adding a resistor.
Dave