Build and scale customer advocacy and storytelling programs that identify, activate, and recognize customer champions while developing compelling customer evidence—including testimonials, case studies, videos, peer references, reviews, and industry-specific success stories—that support customer engagement, retention, and growth. Establish a measurement framework that connects customer marketing initiatives to business outcomes—including GRR, NRR, expansion pipeline, customer engagement, advocacy participation, reviews, and content utilization—and continuously optimize program performance through analytics, experimentation, and customer insights.