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. I am a marketing strategist, consultant and educator in market development strategy for high-tech companies. My goal with each client is to get their management team aligned around a market development strategy that will help them gain or sustain leadership in their categories. I do this by helping them to learn, apply and operationalize best practices in high-tech marketing. These best practices are based on Geoffrey Moore's best-selling books coupled with learnings from over 20 years of work with literally hundreds of high-tech companies, including: - IBM - Infor - Grundfos - Microsoft - Motorola - Oracle - CenturyLink In addition to my work, I lecture at major business schools around the world. For me, it is fun to see the lights come on in young students who have their entire career ahead of them. These include: • Adjunct faculty: University of San Francisco, Masagung School of Management, MBA program • Adjunct faculty: IAE de Lyon France • Distinguished Guest lecturer: Pepperdine University, Graziadio School of Business and Management, Executive MBA program • Guest lecturer: Santa Clara University, Leavey School of Business, MBA program • Guest lecturer: University of California Berkeley, Haas School of Business, MBA program • Guest lecturer: University of San Diego, Rady School of Management, MBA program Specialties: Market development strategy for high-tech companies.

Founder and Managing Director @ Chasm Institute LLC helps high-tech companies learn, apply, and operationalize 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. We do this by providing e-learning, action workshops, and a Playbook for achieving success. Our solutions help companies align their development, marketing and sales functions to achieve and maintain market leadership in their categories. I provide consulting and market strategy workshops for large technology companies in the US and Europe including Savvis, Grundfos and many divisions of IBM. In addition to my work with large technology companies, I also conduct workshops for high-tech entrepreneurs under the sponsorship of incubators, accelerators and business parks including: Accelerace (Denmark, Norway) Creame (Colombia) FedeSoft (Colombia) Global Software (Finland) Intel Education (Argentina) Tecnológico de Monterrey (Mexico) Venn Innovation (Canada) I am 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 Salesforce.com AppExchange business application "ChasmPlaybook." I have been honored by winning the Silicon Valley American Marketing Association's "Marketing Thought" contest, and I 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. I was recently a mentor for Intel's "Make It Wearable" program, where my client placed in the top 10 world-wide out of approximately 500 different entries. From 2003 to Present (12 years) Managing Director @ Provided consulting services in marketing development strategy for high-tech companies. From 1994 to 2003 (9 years) Director of Marketing, Financial Applications @ Managed strategic and tactical marketing programs for Oracle's enterprise software product line. From 1989 to 1993 (4 years) Marketing Manager @ Managed strategic and tactical marketing programs for mid-range enterprise software company. From 1987 to 1989 (2 years) Territory Manager @ Managed sales and service programs for mainframe business software provider in CO, UT and AZ. From 1982 to 1987 (5 years) Sales / marketing / sales management @ 1981 - 1982 Marketing Manager. Responsible for sales of software services in Dallas / Ft. Worth region; supervised 5 sales reps. 1980 - 1981 Marketing Programs Administrator. Managed corporate sales training program. 1978 - 1979 Marketing Representative. Responsible for sales of software services in Dallas / Ft. Worth area. From 1978 to 1982 (4 years)

MBA, Marketing @ University of North TexasBS, General Business Administration @ John Brown University Mark Cavender is skilled in: High-Tech Marketing, Technology Marketing Education Programs, Marketing, High Tech, Marketing Strategy, Start-ups, Business Strategy, Education, Market Development, Crossing the Chasm, Product Development, Enterprise Software, Go-to-market Strategy, Mergers & Acquisitions, Strategy