Ideally, you should hire industry marketing personnel from other technology vendors. Alternative options include candidates from consulting firms, industry associations, standard organizations and market research houses. I think you will find that most of these candidates have strong qualifications avoiding the three challenges I outlined in my November post – Don’t Hire People from Industry for Industry Marketing Roles.
I always tell people that you shouldn’t hire industry marketing people from industry. I usually get a confused look because this seems to conflict with the conventional wisdom for hiring these types of roles. I’ve heard many a technology CEO state that the answer to all the company’s sales challenges would be solved if they just had someone from industry who could speak the customer’s language. Then without fail twelve months later there is boardroom discussion about how the $300K/year “industry expert” that was hired isn’t making an impact. Most executives assume that the recruiting process was mismanaged and the wrong person was hired. However, the true root cause is that the wrong profile candidate was hired into the wrong role.