John Houston is an Associate Product Marketing Manager at CaptivateIQ, a sales performance management startup, where he focuses on the company’s Sales Planning product. In this role, he works across product, marketing, and sales to shape product positioning, develop a go-to-market strategy, support sales enablement, and help define the broader market narrative. He also partners closely with product management to contribute to roadmap planning and strategic direction. Since joining CaptivateIQ, Mr. Houston has played an integral role in working on the company’s second product, contributing to early customer discovery, Ideal Customer Profile development, and foundational go-to-market strategy. Prior to CaptivateIQ, Mr. Houston served as a Business Development Analyst at Cambridge Associates in the Endowments & Foundations practice, supporting the development of customized institutional investment portfolios for colleges, universities, healthcare systems, and nonprofit organizations.