State of Product Marketing report 2023 Introducing the Company culture participants When we analyzed the data for the 2022 edition of this report, 60.2% of respondents described their company culture as either product-昀椀rst or customer-昀椀rst, with 30.1% falling into these two categories, respectively. This year, however, product-昀椀rst and sales-昀椀rst were the two leading categories, with the representation of customer-昀椀rst product marketers dropping by 10.9%, and sales-昀椀rst responses rising by 8%. 4.7% of survey respondents selected the ‘Other’ category. When asked to elaborate, they described their company culture as ‘employee-昀椀rst’, ‘technology-昀椀rst’, and ‘service-led’. Company culture Percentage 2023 Percentage 2022 % increase/ decrease Product-昀椀rst 36.4% 30.1% +6.3% Customer-昀椀rst 19.2% 30.1% -10.9% Sales-昀椀rst 37.1% 29.1% +8% Marketing-昀椀rst 2.6% 6.4% -3.5% Other 4.7% 4.3% +0.4% To broaden our understanding of company culture (and why it’s important), we asked our selected crop of product marketing experts what the business values look like at their company, and how it can contributes to the success and growth of a product marketing team. 16