44: Creating with sales, not for sales: Insights from Vanguard Head of Sales Channel Marketing John Howie
About this episode
John Howie from Vanguard discusses strategies for aligning marketing and sales while keeping the client at the center.
What strategies is Vanguard using to help marketing and sales stay aligned while keeping the client at the center? In this episode, Vanguard's John Howie, head of sales channel marketing for the f inancial a dvisor s ervices d ivision , reflects on his move from sales into marketing . He discusses how marketing leaders can drive stronger results by grounding solutions in each client's selling realities and building a shared understanding with sales, not just for sales. J ohn describes how his team uses direct input from sales leaders to shape marketing efforts around real selling conditions, and emphasiz es that effective internal change efforts need both rational support and human buy -i n. When it comes to AI, John advocates using it to guide strategy , rather than to fully design or replace the strategy itself . He warn s that leaders should not let the push for speed and productivity crowd out creativity, judgment, and the distinctly human work of storytelling and problem solving. This episode offers a practical point of view to help today's marketers keep the client at the center, use data and frontline insight s together, and treat this moment of transformation as a chance…
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