Renowned marketer and growth expert, John Onuorah, has shared his insights on how cross-functional collaboration in marketing can significantly enhance business profitability and growth. With over six years of experience, working with leading brands like Edukayo, Garmspot, Peppa, and Food Court, Onuorah has become a trusted name in the field, particularly in leveraging data to drive performance.
Speaking recently in an interview, Onuorah emphasised that successful marketing requires more than a talented team or a big advertising budget. He pointed out that, especially for Nigerian tech entrepreneurs, effective marketing thrives on collaboration across different departments. “Cross-functional collaboration in marketing is critical in nurturing an environment where different teams, such as product, sales, and customer support, work together towards a common goal,” Onuorah explained.
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He elaborated that such collaboration helps create strategies that solve customer problems, resonate with users, and drive growth. Citing examples from Nigeria’s fintech sector, Onuorah noted that companies must work closely with teams like sales and product development to tailor their marketing messages to different audiences, from urban consumers with smartphones to rural merchants with basic feature phones.
Onuorah stressed that the value of cross-functional collaboration is well-documented, particularly in markets like the United States, where businesses that collaborate across teams are twice as likely to meet financial targets. In Nigeria, with its rapid fintech growth, he noted that a collaborative approach could be the difference between a successful product launch and a failure.
“Marketing doesn’t work in a vacuum. It relies on inputs from various departments to create messaging that is not only engaging but also accurate and reflective of real customer needs,” he said, adding that this principle applies across industries, from fintech to Web3.
Onuorah further explained that collaboration allows businesses to address user feedback more effectively. He used the example of ASOS, the UK fashion tech brand, which updates product descriptions and customer communications based on input from their customer support teams. This cross-functional approach, according to Onuorah, leads to better customer experiences and stronger brand loyalty.
In a dynamic and competitive market like Nigeria’s, where consumer trust is hard-earned, Onuorah emphasised that teams such as legal and compliance also play a crucial role in ensuring that marketing campaigns adhere to regulations while promoting the product’s strengths.
For tech entrepreneurs and businesses in fast-paced sectors, Onuorah believes that cross-functional collaboration is not just beneficial but fundamental to long-term success. By ensuring that all departments work in sync, companies can build products that are innovative and meet the real-world needs of their customers.
