Fernando Pizarro is a Bay Area tech executive, startup advisor and writer. He is particularly interested in topics related to going to market, or GTM.
His first book was "Blueprints for a SaaS Sales Organization," which he co-wrote with Jacco Van Der Kooij. In Blueprints Fernando delved deep into what makes a Software as a Service company sales team tick and provided pragmatic advice for executives in an industry that is changing so fast that old sales models just don't work anymore. Fernando also published "Farm Don't Hunt: The Definitive Guide to Customer Success," which examines the rise of an entirely new business function to cope with the changes brought on by the recurring revenue model in a digital world.
He is currently working on a guide to enterprise startups in collaboration with a prominent Silicon Valley VC and CEO.
Fernando grew up the son of diplomats and moved all around the world working for companies like Disney, Discovery, and Yahoo before coming back to the Bay Area.
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