State of Product Marketing report 2023 Introducing the “The notion of ‘culture’ is a top-down thing, and Zi昀氀ow’s co-founders are participants extremely cognizant of that. “When creating our employee handbook and core values, they took care to bold-face ideas like “The customer is the hero”, “Progress over perfection”, “Focus on the right things” and “Be curious, humble, and fair”. So, as a PMM, it’s amazing to know that the type of values that I 昀椀nd best suited to my own success are literally part of the company’s DNA.” Erik Mansur, Head of Product Marketing at Zi昀氀ow “The culture at Airbase stems from our company values which puts everyone in control of our destiny. “Every member and every team is empowered to make their mark on the company and help be a core contributor to our success. This empowerment allows us to think outside the box and take educated bets, move fast, learn faster and grow both personally and professionally. “As a product marketing team, this gives us ownership to prioritize what we know is most important to the business, ideate on how to tackle problems with new approaches and own the success of our business. This couldn’t be more important, especially for the product marketing function which covers a wide breadth and depth responsibilities across the business.” Sonduren Fanarredha, Director of Product Marketing at Airbase 19