Financial turmoil: Less Marketing & Sales is more effective

Defaulting countries influencing leads and sales

Each time there is financial turmoil (another country or financial institutions of a country is need for money), then we notice a decrease in lead generation and less sales are being closed. Whenever the financial storm weathers out the lead generation and the sales closing picks up again.
Still the lost sales are never recouped.
Have these opportunities gone elsewhere or did they no longer consider the solution as an option due to changed conditions ?

Marketing and sales efforts during financial turmoil

Should we line up our marketing and sales efforts with the financial turmoil ?
The marketing events and campaigns are hardly effective when financial disaster strikes.
The sales misses to close their deals when financial doom scenarios are broadcasted.
During a financial storm it seems that people avoid to take decisions as the future is hard or impossible to predict.
Thus the conclusion is why spend money and time when the results are minimal ?

Lining up marketing and sales with financial disasters is more effective

By lining up marketing and sales efforts when apparently the worst of the financial disasters are over the ROI (Return On Investment) of marketing expenses and sales efforts will be much higher as no or little money is being spend when the return is low.
Less marketing and sales is more effective during financial turmoil. Less is more.

How is the financial turmoil affecting your lead generation and business?