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

Quarter: Fall
Day(s): Mondays
Course Format: On-campus course
Duration: 6 weeks
Date(s): Sep 25—Nov 13
Time: 7:00—9:10 pm
Drop Deadline: Oct 22
Unit: 1
Tuition: $500
Instructor(s): John F. Rizzo
Status: Closed
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet over 6 Mondays, September 25 - November 13 from 7:00 - 9:10 pm. There will be no class on October 2 and October 9.
Fall
On-campus course
Mondays
7:00—9:10 pm
Date(s)
Sep 25—Nov 13
6 weeks
Drop By
Oct 22
1 Unit
Fees
$500
Instructor(s):
John F. Rizzo
Closed
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet over 6 Mondays, September 25 - November 13 from 7:00 - 9:10 pm. There will be no class on October 2 and October 9.
The technology startup battlefield is littered with the remains of incredibly promising, put-a-dent-in- the-universe technologies. These businesses often fail due to self-inflicted errors in go-to-market (GTM) strategies and tactics. The art and science of the sales and marketing discipline is largely at best foreign to technology entrepreneurs, and at worst, feels like a waste of time for those who think primarily through an analytical lens.

This course will take a holistic view of technology startups, focusing on the role of the CEO and founding entrepreneur in the go-to-market process, including mechanisms to measure outcomes and how they relate to funding and capitalization. We will examine each of the disciplines in sales, marketing, marketing operations, content marketing, demand generation, social marketing, marketing automation, and leadership skills in the GTM process. Some of the most common questions in GTM strategies will be explored such as: 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? You will come away with a solid, actionable plan to execute GTM strategies within the funding constraints of a startup.

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. He has held leadership roles in 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.
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)