Overview
Background
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Objective
Create a building block to allow that categorizes customers for marketing purposes AND allows customers to quickly identify Authority Documents that meet their needs based on their industry, affiliations, and or state agency.
Personas
Link to UC’s personas for the user, buyer, influencerSelf-identification will typically happen at the sign-up phase. The user signing up mostly is any of these roles:
If a user is already signed up, the selected industry can be changed by the owners/admins of the workspace. These typically will be any of the first two roles above.
Success Metrics
List project Project goals and the metrics we’ll use to judge success.
Goal | Metric | A building block for industry information. | A building block for affiliation information. | A building block for state-agency information|
|---|---|---|---|---|
Admin users can self-identify their industry in the CCH. | The percentage of users who add an industry to their profile. | |||
Admin users can self-identify their affiliations in the CCH. | The percentage of users who add affilitations to their profile. | |||
Admin users can self-identify their state-agency in the CCH. | The percentage of users who add a state agencies to their profile. |
Current Challenges / Limitations
The Customers typically will know which requirement frameworks their company adheres to. When coming into our application, the JTBD Job-To-Be-Done is to get all the ADs that match their desired set of requirements and frameworks as fast as possible.
Regrettably, the current Common Controls Hub (CCH) search functionality is hard to use and even confusing for customers to locate authority documents which are important to them.
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The proposed way forward with integrations with ZoomInfo and Hubspot offers an end result that will be automatic and is likely the best solution to answer this need. It is however, also the one that would require most work and resources. The risk here is that we spend too much effort on automating this need in CCH, while our goal is to produce a 4.0. A manual alternative might be a valid option for now until other priorities have been solved.
Assumptions
Updates will be done in CCH in order to buy us time to get a more sophisticated solution UC 4.0
Affiliations
We are assuming that users of our platform will be aware and willing to share this information.
We need to allow users to opt of choosing Affiliations or not choose since they might not want to fill out the information or might not belong to any affiliations.
We are also assuming that there is a significant correlation between membership affiliation and selected AD’s. This might be true or false, for all, some or none of them.
Milestones and Phases
List the project milestones along with how that Project milestones and how each milestone can be successfully measured.
Number | Description | Success Measurement | A building block for industry information. | A building block for affiliation information. | A building block for state-agency information. | |
|---|---|---|---|---|---|---|
0 | UI Designed for CCH self-identification. | We have designes for self-identification options that can be developed for CCH. | ||||
1 | The capability to store industry information input from users. | We can store industry information captured from manual input without impacting data we receive from other sources. | ||||
2 | The capability to store affiliation information input from users. | We can store affiliation information captured manual input without impacting data we receive from other sources. | ||||
3 | The capability to store state-agency information input from users. | We can store state-agency information capture manual input without impacting data we receive from other sources. | ||||
4 | Admin users can self-identify their industry in the CCH. | The percentage of users who add an industry to their profile. | ||||
5 | Admin users can self-identify their affiliations in the CCH. | The percentage of users who add affilitations to their profile. | ||||
6 | Admin users can self-identify their state-agency in the CCH. | The percentage of users who add a state agencies to their profile. |
Product Requirements
Use Cases
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User chooses Other for the industry which during the reporting won’t add much value.
Requirements
Requirement | Importance | Status | Comments |
|---|---|---|---|
HubSpot data cleaned up to ensure all companies have Industry information populated from ZoomInfo. | P1 | Not Started | It is a known issue that HubSpot industry data is imperfect. Approximately 200 accounts do not have industry assignment (demo 137, live 68). We are relying on ZoomInfo - we can contract with a second organization to enrich data for those not enriched, however, we haven’t completed the AI mapping project to map industry lists between Zoom and other list types. Note: data has been cleaned up |
Within CCH, provide a means for the user to approve the enriched industry information or choose “other”. | P1 | Not Started | Sean will provide more detail: individual users will not be allowed to update to the HubSpot Company Industry. |
Within CCH, provide a means for the user to choose which affiliations they belong to such as ISACA, ICS2, HITRUST or others. | P1 | Not Started | As example, marketing already has one set up for ISC2 Form (hsforms.com) Initial list is:
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Within CCH, provide a means for the user to confirm which State-agency they belong to. This is only provided if the user’s domain corresponds to supported state agencies. | P1 | Not Started | If not the domain, how else would we want the user to self-select or confirm which state-agency they belong to. |
Provide a means of UCF super-administrators to identify which authority documents below to supported state-agencies. | P1 | Not Started | Potential suggested solution, but engineering will consider other solutions: create a “dummy” company per supported state-agency and create a list of supported ADs. |
Choice of Industry will be stored on the contact information in HubSpot. | P1 | Not Started | Will optionally be stored in CCH if needed. |
Choice of Affiliation(s) will be stored on the contact information in HubSpot. | P1 | Not Started | Will optionally be stored in CCH if needed. |
Choice of State-agency will be stored on the contact information in HubSpot. | P1 | Not Started | Choice of Affiliation(s) will be stored on the contact information in HubSpot. |
Periodically request users to re-update their information to ensure is up to date. | P3 | Not Started |
Cost
Estimated effort to fulfill all P1 requirements:
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Question | Answer | Date Answered |
|---|---|---|
What is the complete list of Affiliations? | Answered above in the requirements. | 1/8/24 |
What would the change management process of the list of affiliations be? | ||
How often would users need to update affiliations? | TBD, will research optionsJay Hill (Unlicensed) | 1/8/24 |
Is HubSpot the place we will store industry, affiliation, and state-agency information? | ||
Sub industries? | Steven Piliero - Stick to top level industries | 1/8/24 |
What is the list of state agencies? | Steven Piliero will provide list | 1/8/24* |
How do we identify to prompt for state agencies? | Steven Piliero will get list of emails & domains will tie domains to list of state agencies. Steven Piliero - Subdomains will help mitigate any need to prompt user to affirm state agency. Bart De Pelsmaeker (Unlicensed) still will need manually select or identify state agency. | 1/8/24* |
What affiliations to start with? | ISACA & ISC2 - will start with marketing campaigns. Will have list of all affiliations to start with. Marketing ISC2 - send out email to list of users in CCH to self identify | 1/8/24 |
How to collect affiliation information? | Sean Kohler will research overlay options | 1/8/24 |
Out of Scope / Future Functionality
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For 4.0 we have design proposals so users can digest our suggested lists.
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Additional References
List and link to any other reference sites, documents … that might be important to the reader.
Business Canvas for the State Agency Market
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