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
This phase focuses on data storage capabilities; the following personas will come into more in PRD - AD Reporting - Phase 2.
Self-identification will typically happen at the sign-up phase. The user signing up mostly is any of these roles:
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Project goals and the metrics we’ll use to judge success.
Goal | Metric | |
|---|---|---|
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. | |
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. | |
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 sourcesAdmin 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
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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.
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Number | Description | Success Measurement |
|---|---|---|
0 | UI Designed for CCH self-identification. | We have designes for self-identification options that can be developed for CCH. |
1 | A building block for The capability to store industry information is created input from users. | The ability to We can store industry information captured from manual input and additional without impacting data we receive from other sources. |
2 | A building block for The capability to store affiliation information input from users.The ability to | We can store affiliation information from captured manual input and additional without impacting data we receive from other sources. |
3 | A building block for The capability to store state-agency information input from users.The ability to | We can store state-agency informationfrom capture manual input and additional sources.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?Is | Hubspot the spot 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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User Interaction and Design
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These are possible designs to add a step to the sign-up flow.
Zoominfo’s list of industries is NAICS based, so extensive.
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We could consider going into the subcategories of industries as well, but I would recommend against it:
more burden for the end-user in selecting the industry
additional difficulty for us to match industry with AD’s
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For 4.0 we have design proposals so users can digest our suggested lists.
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Business Canvas for the State Agency Market
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