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

Quarter: Summer
Day(s): Mondays
Course Format: On-campus course
Duration: 7 weeks
Date(s): Jun 26—Aug 14
Time: 7:00—8:50 pm
Drop Deadline: Jul 9
Unit: 1
Tuition: $405
Instructor(s): John F. Rizzo
Status: Open
Please Note: No class on July 17
On-campus course
7:00—8:50 pm
Jun 26—Aug 14
7 weeks
Drop By
Jul 9
1 Unit
John F. Rizzo
Please Note: No class on July 17
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 financial process for startups, capitalization, financial models, 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 important questions in early stage companies, including: How are companies financed and valuations determined? What investor options exist, and at what stage? 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 information for members of the go-to-market teams in startups.

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

John F. Rizzo has thirty years of experience in Silicon Valley and has worked in senior management roles at Intel, Apple, Oracle, and several early stage startups with exits and two IPOs. His transformational leadership expertise spans marketing, sales, and business development in B2B, B2C, enterprise, retail, channel, and direct GTM models.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.