I struggle with this as well. I'm not sure if it's the fact that I train on a hilly course, or I just need to improve fitness/endurance. I expect it's the later
I did a 10k training run last night and went out purposefully quickly (for me), just to see how I got on. For the first 3 miles I was on for a PB on this hilly course (probably 1 min under my 49:30 PB) but ended up slowing drastically in the last half and coming in at around my PB anyway (but feeling pretty rough at the end...).
The time/elevation is here if anyone is interested and can comment:
http://connect.garmin.com/activity/222587183
Is it worth me trying a 10k on a flat course to see how I get on and have something to compare against?
If it's the fact I need to improve endurance/fitness, I'll keep plodding on and see if I improve.