I agree with both Irwin Hipsman and Amy have said. I like #2 and, if you don't mind me making a slight suggestion for #2, I would suggest slightly updating it to, "From Onboarding to Evangelist: The Customer Marketing Playbook." Or, you could possibly update to, " From Expansion to Evangelist: The Customer Marketing Playbook."
My first suggestion includes onboarding, which is when customer marketing can work with customer success to help customers understand the product they just purchased, how to correctly onboard it across the company, etc. My second suggestion to change "upsell" to "expansion" is so that you include cross-sell as well as upsell.
Just my two cents. 😊