David Hurwitz Archive

Episode four of the popular docudrama Doug Serena, CIO airs on Monday, April 2nd, continuing the case study of an intrepid IT leadership team’s quest to transform their company from endangered to dominating.

In episode three, the point was driven home that the fate of not only Doug’s team, but also the entire company hinges on the success of the release of the Millennium application. This knowledge has Brad even more on edge about Doug’s abilities as CIO, though he does make time to spy in on a working session of Millennium in action. It is in this working session that optimism grows for Doug’s team about the application’s success as they witness the powerful performance metrics of the IT team in action through the Serena Dashboard.

Episode four highlights the growing tension between “Team Doug” versus “Team Brad” as the release deadline for Millennium nears. In fact, Doug sees firsthand Brad’s level of trust, or lack thereof, on the chances of Millennium’s success. We are also introduced to a personal side of Doug as he discusses the orphans living in India that he and his wife proudly sponsor. If all goes well, Doug and his wife will have the opportunity to finally fly to India and meet “their” children in person.

You too can help a child in need by donating to SOS Children’s Villages, an international aid organization that supports orphans around the world. Sponsor a child online here: https://www.soschildrensvillages.org.uk/sponsor.

Enjoy the show and don’t forget to participate in our daily trivia contest for a chance to win prizes.



Serena on YouTubeToday we kick off the latest Serena Twitter contest!

We launched the Doug Serena, CIO web miniseries a couple of weeks ago and it’s already a big YouTube success. To add to the fun, we decided to kick off a related Twitter contest. This scavenger hunt-style trivia contest offers @DougSerenaCIO Twitter followers a chance to win Starbucks Cards for watching the series and answering simple questions about his show.

The contest kicks off today, Monday, March 26,2012 at 12:01am ET and will end on Friday, April 20, 2012 at 11:59 p.m. ET.

Anyone care to guess where in the world Doug and his wife are hoping to travel on the trip mentioned in episode three? There is a hint in the episode of a certain mountain that might be close to their destination. Figure it out and you could win the prize.

Each business day, our favorite CIO will pose a question like this via Twitter about a past episode of Doug Serena, CIO. Anyone who follows @DougSerenaCIO and watches the miniseries can easily find the answer and submit for a chance to win a $20 Starbucks Card.

Questions can come at anytime of the day, so make sure you are keeping an eye on @DougSerenaCIO via Twitter. When you know the answer to one of the Doug Serena, CIO trivia questions, just tweet it to Doug!

Enjoy the show…

For official rules and prize information, please visit:

www.serena.com/ScavengerHunt



Episode three of the popular docudrama Doug Serena, CIO airs on Monday, March 26th, continuing the case study of an intrepid IT leadership team’s quest to transform their company from endangered to dominating.

In episode two, we learned how a potential hurdle was crossed when Doug’s earlier decision to Orchestrate IT helped solve what could have been a project-killing operational issue. In addition, we saw how Serena Service Manager helped Qlarius save $600K.  We also got some color on Doug’s nemesis, Brad, the ever so skeptical SVP of Sales.

Episode three is dominated by a strategy session where Doug’s team witnesses first-hand the process visualization benefits of deep dashboard metrics. The team’s ability to deliver the Millennium project hangs in the balance. Monday’s episode also provides insight into why Michelle is the “Tigris” of Doug’s team, and why the timing of Jason’s latest family edition could have been better. You’ll also see Brad’s continued “enthusiastic support” of the project.  

Anyone care to guess where in the world Doug and his wife are hoping to travel on the trip mentioned in episode three? There is a hint in the episode of a certain mountain that might be close to their destination. Figure it out and you could win a $20 Starbucks Card in the upcoming Doug Serena, CIO trivia contest that will soon kick off on Twitter. Starbucks Cards will be awarded daily and at random to someone who answered the trivia question correct that day in this scavenger hunt-style contest. Stay tuned to @DougSerenaCIO for details!



On Monday, March 19th, episode two of the docudrama Doug Serena, CIO airs, continuing the story of CIO extraordinaire Doug Serena and his team’s efforts to save the insurance brokerage firm Qlarius from going under. Doug Serena, CIO is a hero’s journey through major business challenges, setbacks and personal frustrations to the promised land of boardroom-level business success.  

The miniseries includes five 5-minute webisodes, viewable here at Serena.com/DougSerenaCIO or on our YouTube channel. While it features Serena’s Orchestrated IT solutions, it’s designed to be entertaining and of interest to non-Serena technology shops as well.  

In last week’s premier episode we were introduced to the crisis engulfing Qlarius and the idea on how IT can save the day through the development and delivery of a sales application, Millennium. We are also introduced to the main players, including Doug’s stellar team and the ever so skeptical SVP of Sales, “Brad”. 

Tune in on Monday to see how a potential hurdle is crossed when Doug’s earlier decision to Orchestrate IT helps solve what could have been a project-killing operational issue. Also see how the use of the award-winning Serena Service Manager system helps save the company $600K and tons of time through its innovative visual composition capability. 

Brad and Doug’s team weigh in on working with Doug, and past Qlarius CIO’s, which includes a white board diagram you have to see to believe.



Orchestrated ITWe are formally launching our vision of Orchestrated IT to the world.  This marks a milestone for Serena, as it establishes us as an IT management provider of considerable scope and not just as an ALM provider.  Not that we’ve forsaken ALM.  Just the opposite: Orchestrated IT includes and sprang from Orchestrated ALM

While Orchestrated IT may be revolutionary, it has come about through evolutionary means, having evolved from our early work orchestrating application delivery and more recent work orchestrating IT service management.  

Watch the new Doug Serena, CIO miniseries that just premiered to see the transformative power of Orchestrated IT.  In five short videos, this savvy CIO and his intrepid team show how they developed, delivered and serviced a breakthrough app that allowed their company to turn the tables on an arch competitor. 

We hope that Doug Serena, CIO will spark lots of conversation in the industry about how IT leaders can rise up to help lead their companies to huge commercial success. 

We’re also taking Orchestrated IT on the road, with a world tour that will touch down in nearly 30 cities over the coming months.  Is one of them near you?  Please join us if it is. 

Finally, we believe that enterprise IT matters more than ever in our online, personalized, mobile economy.  We believe that every industry can benefit from Orchestrated IT.  We believe that it is insane to rip out tools that are working, especially when you can orchestrate them into a new and better whole.  And we believe that giving IT stakeholders an easy way to engage in critical IT processes is the path to huge success for IT and IT leaders. 

Orchestrated IT is our solution for acting on those beliefs.  Send me a note if it makes sense for you.



What does a CIO experience in the boardroom?  How does an IT senior leadership team rally to address a major business challenge?  How do IT management systems support IT success?  Finally, what pressures do hard-edged executives bring to bear on the CIO? 

We created the new web miniseries “Doug Serena, CIO” to answer these questions and to show the benefit of orchestrating IT.  It’s a hero’s journey through major business challenges, setbacks and personal frustrations to the Promised Land of boardroom-level business success. 

It was fun to bring this idealized story to life and we think it will be fun to watch.  But the goal is to be informative about how IT leadership teams can use Orchestrated IT systems to help them take their rightful place as boardroom players and heroes. 

The miniseries includes five 5-minute webisodes, viewable here at Serena.com/DougSerenaCIO or on our YouTube channel.  While it features Serena’s Orchestrated IT solutions, it’s designed to be of interest to non-Serena shops as well. 

The premiere episode is viewable now.  It sets the stage by dramatizing a crisis engulfing the business and the need for IT to come to the rescue.  I hope you find it an interesting and worthwhile way to spend 5 minutes. 

Follow @DougSerenaCIO or subscribe to our YouTube channel to be notified next Monday and each week thereafter when new episodes get posted.



Yesterday was a big day for Serena.  We won the Pink Elephant Innovation Award for our Serena Service Manager and Serena Release Manager integrated solutions.  We also had significant conversations with hundreds of attendees at the Pink12 conference where the award was given out.

This leads to several observations:

  1. ITSM is undergoing a generational revolution.  First gen systems from Remedy, Peregrine (now HP), CA and others are at the bitter end of their duty cycles.  Customers in this most mature of IT management markets are actively looking for something new.
  2. First gen cloud-based ITSM systems aren’t cutting the mustard.  I spoke with more than a few SaaS ITSM pioneers who are stymied by inflexibility, lack of upgradability and poor response time.  Wow.  Weren’t those problems supposed to be left behind with the ERP-like systems of the past?
  3. ITSM and Release Management go together like sugar and spice.  The Innovation Award judges were clearly taken with the novelty of how Serena Service Manager and Serena Release Manager both bridged the DevOps divide and provided a new level of service responsiveness.
  4. Serena was so right to accept our customers’ invitation to provide an ITSM solution.  Many had made great progress with their ITIL initiatives using Serena Business Manager alone, but figured that an off-the-shelf, Pink-certified solution from Serena that incorporated a highly effective CMDB would help them go to the next level.  Thank you for pushing!
  5. Pink Elephant runs a great conference.  Educated, passionate attendees streamed to our booth, each one bubbling about what they were getting out of the sessions they’d attended.  We vendors also felt appreciated.  Thank you David and George.

Want to see the 1 minute video we submitted along with the Serena highlight of the award ceremony?  Click here.



My latest whitepaper has just been published.  The topic is orchestrated IT operations.  It speaks to how IT ops are evolving in ways both obvious and surprising, and then goes on to suggest six responses that must be mastered. 

The six steps are to synchronize people with processes, to systematize demand management, to automate repetitive tasks, to integrate people with system processes, to rally around an ops calendar, and to orchestrate service management. 

Together these steps make ops processes automated, transparent, configurable and connected.  In a word, ops will become orchestrated.  Orchestration creates dramatic improvements in cycle time, compliance, agility and accountability. 

The good news is that the responses suggested in the paper can and should be implemented step-wise, and they will leverage the tooling infrastructure already in place.

The result will be significant incremental gains, consistently achieved.  Such gains soon add up to a crushing competitive advantage.

That’s the benefit of Orchestrated Ops.

I hope the paper is helpful to IT Ops leaders whether or not they are Serena customers.  Let me know if it is helpful to you.

Get the whitepaper, “Orchestrated Operations Management.”



Underscoring a very successful 2011, I’m proud to announce Serena’s inclusion on the prestigious Silicon Valley/San Jose Business Journal’s Top 25 Software Companies list. Serena’s $222 million in revenue places us 18th on a list that is topped by Oracle Corp. The rankings are based on revenues for the past four quarters. The full list can be found in the January 20th edition of the weekly newspaper. 

Software is at the heart of high tech, while Silicon Valley is the most concentrated and vibrant tech region in the world. Thus Serena’s ranking as a Top 20 Silicon Valley software company speaks to Serena’s position as one of the most important tech companies in the world.

Tags: Serena


Our successful #PlusIs contest wrapped up last week and now it’s time for the winners to claim their prizes and select which charities they’d like for Serena to donate to. 

The Grand Prize winner received an iPad 2 and a $500 donation towards the charity of his choice, while the category winners received $50 gift cards and $250 donations to their favorite charities. 

…AND THE CHARITIES ARE:  

Grand Prize
Technology Category:
@Kaizeneer
Charity: “Dads Camp” The Indianapolis Church of Christ
The Dad’s Camp is comprised of local mothers and fathers who donate their time and effort to make a fun, spiritual and affordable church camp for boys.

Runner-up Winners
Holiday Category:
@JadenRuby
Charity: The Ronald McDonald House
The Ronald McDonald House program provides a “home-away-from-home” for families so they can stay close by their hospitalized child at little or no cost. The Houses are built on the simple idea that nothing else should matter when a family is focused on healing their child – not where they can afford to stay, where they will get their next meal or where they will lay their head at night to rest.

General Category:
@jodeepups  
Charity: Shana’s Last Chance Dog Rescue
Shana’s Last Chance Dog Rescue is dedicated to saving the lives of innocent animals that are homeless and scheduled to be euthanized.