Marketing and sales teams have been made to be hyperaware of the fact that consumers and buyers are inundated with content. This information overload and increasing channel mix and outreach mechanisms has been argued to have decreased attention span. What we have is a situation where sales needs leads, marketing needs to drive those leads, consumers have too much to pay attention to and an unforgiving economy created a decline in buyer response. It's less than ideal.

You can't alter the economy. You can't change attention spans. So, what can you do? The answer always is look internally at what you can control. You can control your brand voice. The answers, however, always seem so simple, but the execution is the major challenge.