Cross-Functional Leadership: Navigating Internal Challenges to Build Better Products in Nigeria

In Nigeria’s fast-evolving business landscape, launching successful products is more than just having a brilliant idea; it’s about uniting teams from various departments to turn that idea into something tangible. Product managers (PMs), often called the “CEOs of the product,” face the daunting task of aligning different units—engineering, marketing, sales, and customer support—towards a shared goal. This kind of cross-functional leadership is key to delivering products that thrive in the market, but it comes with unique challenges, especially in a Nigerian context.

Breaking Down Silos: A Core Challenge for Nigerian Businesses
One of the biggest obstacles in product development, particularly in Nigeria, is the way departments in many organisations tend to work in isolation. Each department often has its own priorities, targets, and approach, which can lead to a lack of alignment. For instance, engineers may focus on whether a product is technically feasible, while marketing is concerned about launch dates, and sales teams push for features their customers are demanding.

For product managers, navigating these internal silos is a delicate balancing act. It requires communication skills, patience, and a clear vision. Successful cross-functional leadership starts with breaking down these silos and ensuring that every department understands the bigger picture—the product vision—and how their role fits into the overall success.

“As a product manager in Nigeria, you’re not just overseeing a product; you’re managing people and relationships,” says Babajide Thorpe, a seasoned product manager in the fintech industry. “Without strong collaboration between teams, even the best ideas won’t see the light of day.”
Getting Everyone on the Same Page
A key responsibility of a product manager is to ensure that everyone is moving in the same direction. It’s crucial that all departments—from design and engineering to marketing and sales—share a unified vision for the product. This requires regular communication and collaboration, right from the early stages of product development.

Product managers must involve stakeholders from all relevant departments as early as possible. By engaging them from the start, PMs can foster a sense of ownership among all teams. This ensures that potential conflicts, like unrealistic deadlines or competing priorities, are addressed early on, before they become roadblocks.

“Sometimes marketing wants to push a product launch for when demand is high, but the tech team may not be ready,” explains Babajide Thorpe. “As a product manager, you have to find a way to bring these departments together, creating a roadmap that balances everyone’s needs.”

Managing Competing Priorities
In any business, especially in Nigerian organizations where resources can be stretched, conflicts between departments are inevitable. Engineers may resist certain features due to technical challenges, while sales teams advocate for features they believe customers want. In these moments, product managers act as mediators, balancing short-term demands with the long-term goals of the product. The best way to resolve these competing priorities is through transparency. Data is key. By providing insights such as customer feedback, market analysis, and product performance metrics, PMs can make a stronger case for why certain features or timelines are more important. This evidence-based approach helps move discussions away from departmental interests to focus on what’s best for the product.

“As a PM, it’s your job to keep everyone focused on the bigger goal,” says Babajide Thorpe. “When teams understand how their input affects the success of the product, it becomes easier to align on priorities.”
Building Trust Across Teams
Trust is the backbone of any successful cross-functional team. Product managers need to establish themselves as neutral leaders who have the product’s—and the company’s—best interests at heart. To build this trust, PMs must be open to feedback, clear in their decision-making, and proactive in acknowledging each team’s contributions.

Building trust also involves recognizing that each department has its own expertise. Engineers know the technical challenges, marketing understands customer perception, and sales teams know what features customers will pay for. Respecting these insights is crucial to fostering a culture of collaboration.
The Role of Empathy in Product Leadership
Empathy is often an underrated skill in leadership, but it’s absolutely essential for product managers. Understanding the pressures and challenges faced by each department helps PMs make better decisions and build stronger relationships across the organization.
“Cross-functional leadership isn’t just about strategy—it’s about understanding the people you’re working with,” Babajide Thorpe notes. “When you empathize with your colleagues’ struggles, you’re in a better position to lead them, and that’s what makes teams work better together.”

Adapting to Remote and Hybrid Work in Nigeria
With the rise of remote and hybrid work in Nigeria—especially accelerated by the COVID-19 pandemic—product managers are facing new challenges in leading cross-functional teams. Communication and collaboration have become more difficult when teams are working across different locations or time zones.
To manage this, product managers are increasingly relying on digital tools like WhatsApp, Zoom, Slack, and project management platforms like Asana and Jira. Regular virtual

check-ins, status updates, and clear documentation are critical to keeping teams aligned in this new work environment.
“Remote work has made it essential for PMs to over-communicate,” says Babajide Thorpe. “You don’t have the benefit of informal office chats anymore, so every update needs to be deliberate to keep everyone on track.”

The Importance of Cross-Functional Leadership in Nigerian Product Management
In Nigeria’s highly competitive business environment, speed to market is critical, and cross-functional leadership is more important than ever. Product managers play a pivotal role in bridging gaps between departments, managing conflicting priorities, and ensuring that all teams are aligned around a shared product vision.

Strong leadership, empathy, and clear communication are the keys to navigating the internal challenges that come with product development. When executed well, cross-functional leadership ensures that companies can build better products, meet customer needs, and thrive in the marketplace.