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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): Sep 24—Nov 5
Time: 7:00—9:10 pm
Drop Deadline: Oct 7
Unit: 1
Tuition: $485
Instructor(s): John F. Rizzo
7:00—9:10 pm
Sep 24—Nov 5
6 weeks
Drop By
Oct 7
1 Unit
John F. Rizzo
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 at best is largely foreign to technology entrepreneurs, and at worst, feels like a waste of time for those who view the world 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.

There will be six class sessions over a seven-week period. The instructor will announce the exact schedule in class.

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.