Every telco has a digital team. Good ones, usually — sharp people running content calendars, managing social channels, optimizing campaign spend. None of that is the same job as turning a stranger into a subscriber. Digital teams are built and measured on reach — impressions, engagement, share of voice. Somewhere between an impression and an activation, the job changes. It becomes sales, conducted at internet speed, with no salesperson in the room. That’s why this conversation usually needs to happen with whoever owns the subscriber number, not whoever owns the content calendar. Not because Digital did anything wrong — because this was never supposed to be their job.
Industry POV
What Your Digital Team
Was Never Built to Do
Most digital teams were never staffed, briefed, or incentivized for that handoff. It’s not a skills gap. It’s a different job description entirely.