Having worked in both situations, many times, I'm pretty sure this is the most underrated factor in success. Companies where the staff doesn't use the product are facing a huge uphill battle. Oftentimes, this is inevitable and I think the only solution is a huge salary premium - but more often than not, these are the companies on the lowest end of the pay spectrum (double whammy spells near certain failure).
Hahaha.
I once worked at a major telecoms equipment manufacturer. Our competition analysis group had two functions. One was to work out what our competitors were doing. But the really good people were tasked to find out what our engineering group was up to. Basically, they were powerful enough to do whatever they wanted, and screw the product managers and technical marketing folks who actually spoke to customers.
This company is basically no longer in existance.