Overview

Background

End-users belong to organizations that compete in industries such as Computer Software, Insurance, and Financial Services. We are currently tracking the industry in HubSpot via ZoomInfo integration. In addition, we have historical information as to which Authority Documents customers are adding to Shared Lists and creating Builds for. These lists and builds indicate that those Authority Documents are important to those customers in their compliance efforts.

We ought to be able to leverage the industry information as the historical AD usage for other customers to recommend a set of Authority Documents to customers.

This PRD solely pertains to the confirmation of Industry, Affiliations, and State-agency the customer is associated with. The follow-on PRD Reporting PRD Phase 1 addresses how the ADs are recommended to the user.

Objective

Create a building block 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

Self-identification will typically happen at the sign-up phase. The user signing up mostly is any of these roles:

• Chief Compliance Officer

• Compliance Manager

• Compliance Analyst

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

Project goals and the metrics we’ll use to judge success.

Current Challenges / Limitations

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.

Customers typically use three tools (CCH, Research, and the internet) to search for and confirm the ADs that are of interest to them.

Benefits

Quicken the pace for customers to determine which authority documents are of interest to them by using historical information of similar users.

Subscription / Pricing / Billing Impacts

No subscription, pricing, or billing impacts.

Beta and Early Access

No need for full beta. Will be built into CCH as additional functionality and ideally should be tested with a few friendly customers to validate functionality.

Risks and Assumptions

Risks

Industry

HubSpot/ZoomInfo enriches data at both the company and contact level. Need to ensure the user’s choice of industry does NOT override the company ZoomInfo derived industry.

In case of multi-sector companies, the derived recommended list may not match the customers' needs and provide little value.

In case of (partially) wrong suggested info, we allow to user to self-identify. For this, the proposal is to use the Zoominfo list of industries.

• This list is very exhaustive and will discourage correct self-selection

• We need to make sure that for every industry we have a valid list of AD’s to suggest.

Affiliations

Risk of low adoption with ripple effect of not gathering information needed to produce recommended ADs (e.g., ISACA members typically choose a certain set of ADs).

This risk can be mitigated by doing upfront research to validate:

a) members belonging to an organization share a list of common AD’s

b) create a mapping which shared AD’s match with which membership

State Agencies

Our knowledge of what regulations are needed by which state agencies is very incomplete. The risk exists that the cascade of needed AD’s is complex and might be better served with a dedicated sign-up flow/mechanism. Furthermore, it seems plausible to assume that we can identify most if not all of state agencies by their .gov (or alike) domain and subdomains.

This risk can be mitigated by doing upfront research to get a better grasp on which shared AD’s match with which state agency.

Delays in our delivery

Self-identification and the capability to propose a relevant list of AD’s is offering value to customers signing up beyond doubt.

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

Project milestones and how each milestone can be successfully measured.

Product Requirements

Use Cases

Happy Day Scenarios

User is presented the Industry from HubSpot/ZoomInfo which matches their understanding which they confirm. In addition, the user selects a few of the affiliations they belong to such as ISACA and ISC2.

Rainy Day Scenarios

User chooses Other for the industry which during the reporting won’t add much value.

Requirements

Cost

Estimated effort to fulfill all P1 requirements:

Design and Documentation: 2 weeks.

Build Solution: 4 weeks.

Total Duration: 6 weeks.

Estimated Number of resources to fulfill all P1 requirements:

Design Resources: 1

Build Resources: 2

Open Questions

List any open questions that come to mind throughout the lifecycle of this project.

Out of Scope / Future Functionality

Self-identification to a membership / affiliation will not automatically grant access or unblock access to membership related content.

Self-identification to a state-agency will not automatically grant access or unblock access to state-agency related content.

Self-identification to an Industry will not automatically grant access or unblock access to Industry related content.

Impacted Product Components

CCH user interface and backend

HubSpot contact information for the confirmed Industry.

HubSpot contact information for the Affiliations.

HubSpot contact information for the State-agency.

Integration between CCH and HubSpot to store self-identification information and retrieve options.

BI data model

User Interaction and Design

These are possible designs to add a step to the sign-up flow.

Zoominfo’s list of industries is NAICS based, so extensive.

Open

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

Open

For 4.0 we have design proposals so users can digest our suggested lists.

Business Canvas for the State Agency Market