What's your framework to prioritizing needs/deliverables when you're the first customer marketer at a company establishing the function?

When first establishing customer marketing at an organization it is key to prioritize the design of the role and establish expected outcomes and goals based on the needs of the business. For example, a new business with few customers and focused on net-new growth would benefit greatly from identifying key marquee customers to act as advocates and references to drive demand and accelerate the sales cycle. Alternatively, a customer marketer at a large company with a large customer base that is growing through product innovation should invest in ongoing customer education of new product features and releases, as well as upsell or cross-sell campaigns to drive deeper penetration within their customer base.