A new website or GMB can definitely benefit from citation building during the early days. It helps with initial foundational links and brand awareness.
seo community generally agrees that Citations provide localized relevancy, ability and geographical signals that just can not be acquired through traditional backlink campaigns. As part of a well-rounded Local SEO plan, citation building may indicate the difference between crushing the competition or getting left behind in the dust when consumers search. Those companies not taking advantage to build local citations are at a distinct competitive disadvantage.