Mark Cavender

"I am an architect at heart. I approach each client engagement as an opportunity to help them create a winning market development strategy. I love seeing the lights come on during a client engagement. It's one thing to teach, which I enjoy, but the true satisfaction comes with seeing that the client really 'gets it' and can apply Chasm Institute's frameworks to their own organization."

Founder and Managing Director

Mark Cavender is Founder and Managing Director of Chasm Institute LLC. With over 15 years of experience in enterprise software, Mark has a unique blend of strategic and tactical marketing skills coupled with a strong background in software sales.

Mark has personally consulted with over 350 high-tech companies. Among his clients are large enterprise software, hardware, telecommunications and clean-tech companies such as AMD, Gigamon, Infor (Intentia / Lawson Software), Intel, Oracle (Hyperion), SAP (Business Objects), IBM (mid-range systems, Cognos, FileNet, and Tivoli), JDS Uniphase (Acterna), First Solar, and Grundfos. Among his mid-sized fast-growing clients are Omnitracs (XRS), ION (Reval), and Blendhub. Mark also conducts start-up marketing workshops for business accelerators worldwide.

Prior to founding Chasm Institute, Mark spent 9 years as a Managing Director with The Chasm Group and 4 years with Oracle Corporation, most recently as Director of Marketing, Financial Applications. Before joining Oracle, he was Marketing Manager with Oracle (formerly Peoplesoft / J.D. Edwards & Co). He has also held various sales and marketing management positions with GEAC (formerly Dun & Bradstreet Software / McCormack & Dodge), and Ceridian (formerly The Service Bureau Company).

Mark is the primary author / designer of Chasm Institute's Brandon Hall award-winning online course "Foundations of High-Tech Marketing" and Chasm Institute's Brandon Hall award-winning AppExchange business application "ChasmPlaybook." He has been honored by winning the Silicon Valley American Marketing Association's "Marketing Thought" contest, and also won the Colorado American Marketing Association's "Grand Peak" and "Peak" awards while at J.D. Edwards for best overall strategic marketing campaign and best advertising program. Mark was recently a mentor for Intel's "Make It Wearable" program, where his client placed in the top 10 world-wide out of approximately 500 different entries.

Mark holds an MBA in marketing from the University of North Texas and a BS in general business from John Brown University. He is an adjunct faculty member of the University of San Francisco School of Management, and has served or currently serves as a guest lecturer for the UC Berkeley Haas School of Business, UC Berkeley Extension, Instituto Technologico de Buenos Aires, Pepperdine University Graziadio School of Management, Technologico de Monterrey EGADE Business School in Mexico, and the IESE Business School in Spain.

To contact Mark Cavender:


tel (925) 785-4694



Chasm Institute LLC helps high-tech teams learn, apply, and implement best practices in market development strategy. These best practices are based on Geoffrey Moore's best-selling books Crossing the Chasm, Inside the Tornado, Living on the Fault Line, Dealing with Darwin, and Escape Velocity plus hundreds of client engagements with high-tech companies. 

Chasm Institute helps companies align their product development, marketing, and sales functions to achieve and maintain market leadership in their categories.


Aug 2017
Chasm Institute Makes Rare Director Appointment

Tobias Yergin Brings Customer-Centric Product Strategy Expertise to the Firm. Chasm Institute LLC announced today that Tobias Yergin has joined the firm.

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Jul 2017

The Japanese economy has long been renowned for its manufacturing expertise and its adherence to the quality principles of kaizen.  While this brought great success to Japan through the 1980s, the economy has yet to fully recover from the bursting of the “Nikkei Bubble” in 1990.

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Apr 2016
Chasm Institute Announces Initial Release of ChasmPlaybook

Today Chasm Institute announced the initial release of ChasmPlaybook, a native application Read more ...

Sep 2014
Chasm Institute Honored with Brandon Hall Excellence Award

Chasm Institute and our cleint Quantu7 were selected by the Brandon Hall 

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Aug 2014
Chasm Institute Mentors Intel "Make It Wearable" Finalist

Intel today announced the finalists in its "Make It Wearable" program, highlighting 10

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