To expand on this, there are some companies that seem like non-software companies, yet still treat software as a competitive advantage rather than a cost center. I worked for a big bank that did their best to stay six months to a year ahead of other banks on technology. The marketing folks were constantly coming to us and saying, "Give us cool features that we can sell." It was a fun place to work.
I also worked for an insurance company that viewed technology as a necessary evil that should be as cheap as possible. The marketing folks there were constantly complaining about how much time and money the company was wasting on technology. (Curiously, they also complained that the company's technology offerings were hopelessly far behind its competitors.) It was a miserable experience.
If you're looking for a job, ask questions about management support and budget priorities. If they're evasive or they say things like, "we're proud of how far we stretch our investment," it's not a good place to work. You can also ask how the company compares technically to its competitors. If they're evasive or talk about how they're trying to catch up, that's a bad sign, too.