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BUS 50 — Go-to-Market Strategies and Tactics for Entrepreneurs

Quarter: Fall
Day(s): Mondays
Course Format: On campus
Duration: 6 weeks
Date(s): Oct 3—Nov 14
Time: 7:00—9:00 pm
Drop Deadline: Oct 16
Unit(s): 1 Units
Tuition: $380
Status: Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet on 6 Mondays, October 3 - November 14. There will be no class on October 31.
Fall
On campus
Mondays
7:00—9:00 pm
Date(s)
Oct 3—Nov 14
6 weeks
Drop By
Oct 16
1 Units
Fees
$380
Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet on 6 Mondays, October 3 - November 14. There will be no class on October 31.
The technology startup battlefield is littered with the remains of incredibly promising, put-a-dent-in-the-universe technologies. They often fail due to self-inflicted errors in go-to-market (GTM) strategies and tactics. The art and science of sales and marketing are at best largely foreign to technology entrepreneurs, and at worst viewed as a waste of time by those who view the world primarily through an analytical lens.

This course will take a holistic view of technology startups and the role of marketing and sales, and discuss how GTM strategies affect the chances for success. We will also cover the role of the CEO and founding entrepreneur in the sales and marketing process, areas of focus, and mechanisms to measure outcomes and investment. We will examine each of the disciplines in the GTM process: sales, marketing, marketing operations, content marketing, demand generation, social marketing, marketing automation, and leadership skills. We will provide answers to some of the most common questions in GTM strategies, including: How does the leadership team create or capture demand? What is the appropriate sales model? How does leadership know if investments in GTM are providing good returns? How do you measure the success of your overall GTM strategy? How do you make trade-offs between high touch and fully digital? The course will include practical suggestions to members of the go-to-market teams in startups.

This course has a different schedule than what appears in the print catalogue. The course will meet on 6 Mondays, October 3 - November 14. There will be no class on October 31.

John Rizzo, President and COO, Deem, Inc.; Chairman, Filld

John F. Rizzo has thirty years of experience in Silicon Valley and has worked at Intel, Apple, Oracle, and several early-stage startups. In transformational leadership roles, his expertise spans marketing, sales, and business development in B2B, B2C, enterprise, retail, channel, and direct GTM models. He worked closely with seminal leaders including William Davidow and the late Steve Jobs and Andy Grove.

Textbooks for this course:

No required textbooks
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)