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

Quarter: Winter
Day(s): Mondays
Course Format: On-campus
Duration: 6 weeks
Date(s): Jan 22—Mar 12
Time: 7:00—9:10 pm
Drop Deadline: Feb 11
Unit: 1
Tuition: $475
Instructor(s): John F. Rizzo
Status: Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet from January 22 to March 12. There will be no class on January 29 and February 19.
Winter
On-campus
Mondays
7:00—9:10 pm
Date(s)
Jan 22—Mar 12
6 weeks
Drop By
Feb 11
1 Unit
Fees
$475
Instructor(s):
John F. Rizzo
Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet from January 22 to March 12. There will be no class on January 29 and February 19.
The technology startup landscape 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 the GTM process: sales, marketing, marketing operations, content marketing, demand generation, social marketing, marketing automation, and leadership skills. 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? Students 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 more than 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.