It is not easy to be selected as a speaker for xChange, Serena’s annual user conference. I always feel sorry for the many excellent presentation ideas we have to turn away, but I am so excited to think about the ones that were chosen for xChange13 from September 16-18 in Miami. This year’s list is more impressive than ever before.

We have a bumper crop of customer presentations, which we’ll announce next week.  These are my personal favorite sessions of the whole event and they cover every aspect of the application lifecycle.  The Serena engineering teams will show off what’s cooking in the lab. I’ve seen some of the innovations and they will simply amaze you.  Plus, we’ll have deep dives into the new capabilities of the latest Serena Solutions that will launch at xChange.

No matter what breakout track you decide to take at xChange, you’ll have at least 10 sessions to choose from.  So, bring a colleague to get the most out of the conference.  Here’s a glimpse of some of the tracks.

• Application Development Solutions Track – Don’t miss the session about Continuous Integration and Release Best Practices.
• DevOps and RevApps Track — We’ll show you how your Serena solutions can be at the heart of your DevOps strategy.
• Serena Business Manager (SBM) Track — This track has the most customer-delivered sessions with real-world implementations that will inspire and astound.
• Mainframe Track — I am particularly proud of the focus on the modernization of applications and the application development infrastructure.

There is so much to see and hear that I promise you this: every session will deliver practical advice you can use the day you get back from Miami.

And this year, for the first time in quite a while, I get to present one of the sessions too!

Check out the sessions for yourself and sign up today while the Early Bird pricing is still available.

My favorite event of the year is the Defence Information Conference, held annually in the UK.  It brings together the leading Ministry of Defence (MoD) and Uniformed Services IT executives to talk about a range of topics. This year’s theme was about “Valuing Information as an Asset.”

I was honored to give a brief keynote and chose the value of data interpretation as the topic.  In a session I called “Being Evangelical about Data” I was inspired to talk about the difference between collecting data, analyzing data and interpreting data. You can find the presentation on SlideShare or view it to the right.

Like all military organizations across the world: the MoD is looking to improve the efficiency in the systems they use that support the missions they have. One significant change that has been implemented is a joint logistics force that delivers the food, equipment, spare parts, ammunition and everything that is needed in theaters of operation. As the Army, Air Force, Navy and Marines all use the same makers of equipment (such as the Apache Helicopter) it makes sense to have all the parts managed by one, new, service called the Joint Supply Chain (JSC).

The first question asked when all the inventory came under the control of the JSC was, “What is the value of the inventory managed?” The answer came back that it was about £40bn (about $64bn). Quite something, as this was not able to be calculated before.

So here we have Data giving Information. But further analysis showed that, while the MoD could tell how much the inventory was worth, they could not tell, for the most part, where it was located. And now we have Information giving Insight. And now, the next step in improving the logistical capabilities of the MoD, is to make inventory tracking much better.

My presentation took all of this to the next level and left the audience with one of my favorite quotes from a Serena customer in Chicago. Our customer implemented the Orchestrated IT approach across the entire development lifecycle from requirements through development and testing, into change and release management, and all the way to deployment. The director of the Change and Release Management team told me:

 ”I used to spend all of my time fighting fires… I now spend all of my time finding out who is starting them.”

During the breaks, many of the project leaders came to the Serena exhibit to talk about how they too can use process improvement and automation to give them control, repeatability and insight. It is so interesting to talk to customers about their organizations and their approach to developing and deploying applications. It is fascinating to have these discussions with members of our armed forces whose mission is complicated by deploying applications into the most hostile environments.

We thanked them for their service. We will be working with many of them over the next few months so that they too can get insight from their data.

As a release manager, CM manager, configuration manager, help desk manager, administrator, engineer, architect, project manager or analyst, one of the biggest challenges in attending any user conference is getting your manager’s approval. Some upper-level managers view conferences as an excuse for going out and having a good time. Therefore, you need to sell your manager on the value of user conference participation. Here are some helpful hints on getting the approval you need to attend Serena’s Annual Global User Conference, xChange13, this September.

1. The value and knowledge gained at xChange13 is difficult to replicate elsewhere. You’ll be able to address your specific questions with Serena support technicians, product experts and power users at the conference. Provide your manager with a written list of issues you hope to address and, if possible, list the specific technical sessions you plan to attend. Use this list to demonstrate the value of xChange to your company. You can view some of the sessions in the current xChange brochure.
2. Face-to-face interaction facilitates valuable information exchange and problem-solving. Talk to your Serena sales representative now about setting up meetings with specific Serena product owners, engineers and executives to resolve particular issues. Over 100 Serena staff will be at the conference. Many xChange attendees save hundreds of thousands of dollars from finding solutions to problems or new ideas to speed their organization’s growth. Consider your attendance at the conference as an investment rather than an expense, and explore your company’s education or training budget as a resource.
3. Boost productivity back at the office. Offer to host a “lunch and learn” upon your return to the office. Use the data you’ve obtained at xChange13 to educate your entire team or other cross-functional teams that are key to your business unit. Quantify the benefit: imagine if you can boost your productivity (or the team’s) by just 5%, a very conservative number.  It would mean 100 hours per year per team member.
4. After the show, prepare a brief written report for your manager. Use this report to document the outcome of your meetings with Serena product owners, engineers and executives. Include additional information gained from conference speakers, other users, or Serena partners to supplement your summary of solutions for your company’s current problems and concerns. Don’t forget to work in the value of networking and the information you obtained on how companies are solving similar issues. You might consider writing portions of your summary as a blog or Twitter post.
5. Finally, remember that the best time to get permission to attend xChange14 is while the value of the 2013 conference is fresh in your manager’s mind. When you return from xChange13 in September, give your boss a heads-up on when xChange14 will be held and how much you are looking forward to building on the relationships you established this year.

Throughout this entire process, you will have educated your boss on the issues and concerns you deal with in your day-to-day responsibilities; demonstrated your own professionalism; and opened the door to continuing your education by attending xChange. If you haven’t already, begin the process described above with this email template request for manager approval so that we can look forward to seeing you in September!

For more information about xChange13, go to www.serena.com/xchange.

You know you know a lot about Serena’s solutions. What you know: everyone should know. How would you like to share your insights and experience at the Serena annual customer conference, xChange13? Propose your ideas and we’ll send you a Speaker Speaker just for sending them. If we pick your topic, you’ll also receive a free pass to xChange13 worth $1,895. Submit your topics now!  We welcome all entries from Serena customers and partners.  They must be submitted by April 15, 2013.  Only one Speaker Speaker per person.

The xChange13 Call for Papers is open through March 31.  Serena’s 17th annual global user conference, xChange13, will be in Miami Beach from September 16-18.  We are building the detailed agenda right now and are looking for user stories to share with our customers.  Would you be willing to speak at xChange? If so, please submit your presentation topic and description through the link below. If selected to speak, you will receive a complimentary ticket to the conference, an $1,895 value.

Your story could encompass a single product, a robust solution or an IT function; anything from Serena Business Manager to ChangeMan ZMF, Service Management to Release Management, or Application Development to Operations. Topics I’m particularly interested in for this year’s conference include:

• Success stories with quantified results
• Tips and tricks for getting the most out of a Serena solution
• Using Serena products for improving IT processes
• Best Practices for implementing Serena solutions
• Cost savings with Serena solutions

Please click here to submit your presentation topic and description by March 31, 2013. We will review all submissions and let you know if yours is accepted into the program no later than April 2, 2013.

If you are not planning to speak at xChange13 in Miami Beach but would like to attend, register at www.serena.com/xchange and take advantage of early bird savings!

This is the last in the “Customers Always Say it Best” series of postings. I hope you’ve enjoyed it as much as I have enjoyed listening again to our customers. Thank you for all the feedback. We will certainly be doing more of this as the year moves forward. For those of you asking where you can register to be part of xChange13, go to www.serena.com/xchange.

But, back to Mark Stewart and the incredible things they are doing at Interthinx. Risk mitigation is a multi-billion dollar business today. Organizations cannot afford to have holes in their business processes and so forensic audits are now part of everyday life for all public (and most private) companies in the world.

Mark has a great anecdote about just how efficient it is possible to become when one can optimize and automate processes. Listen for the “No available work” error message story. Click on the play button in the image above or watch the video on Serena’s YouTube Channel.

Logistics is the lifeblood of modern life. Most of us did our holiday shopping online and it was the worldwide logistics infrastructure that got those gifts where they needed to go. For MIQ, operating on four continents, customer service is a real differentiator for them. And MIQ’s ability to use technology effectively is a differentiator for MIQ’s customers, as they say, “Supply chain solutions for the speed of innovation.”

For our fourth posting in the “Customers Always Say it Best” series I thought we would hear about what it takes to revitalize the infrastructure of an organization. Most of us have an accretion of technologies that we have inherited and customized to the hilt. But, just like our much loved and faithful car from our college days, eventually we realize that it is time to get up to date with something safer, faster, easier to use and cheaper to maintain.

Take careful note of what Max Perez of MIQ Logistics has to say about the confusion and frustration users can experience when service management is not supported with great technology and the impact it has on any business. Click on the play button in the image above or watch the video on Serena’s YouTube Channel.

I’ve said this year after year, but it’s true.  Every xChange, Serena’s Global User Conference, outdoes the previous year in terms of the exchange of ideas, customer presentations, and total participation.  I promise you that xChange13 will be no different.  It’s going to rock – at the Eden Roc Renaissance Miami Beach!

We are pleased to announce that Early Bird registration is now open for Serena xChange13 (pricing below).  The conference dates are September 16-18, 2013 with post-conference training from September 19-20.  Plan on joining us on September 15^th to enjoy “A Taste of Miami” welcome reception.  Then you will have two full days to soak in 80+ breakout sessions, the AnswerZone, and Serena product gurus.

But don’t wait for the conference to start collaborating.  Once you register, you’ll have access to the xChange Collaboration Portal where you can connect now with other users and product experts.  Here’s how you can save by registering for xChange13 before July 1:

Early Bird Pricing through June 30
• Early Bird ticket $1,595 (save $300 on standard price)
• Early Bird 5-Pack $7,000
• Early Bird 10-Pack $13,000
• International ticket $1,200 (non-US only, use Voucher code INTL13)

I guarantee you will take home new knowledge that you will be able to implement almost immediately when you arrive back to work.  With that, how can you not attend?  Register now!

Thank you for the feedback on this blog series that examines how Serena gains insight from our customers into where our solutions need to develop. I have tried to respond to every one of the emails but apologies if I missed one. This time I thought we’d take a little sidestep and hear from one of our partners.

MMA Technologies is based in New Jersey. The team comprises of seasoned experts in the field of Release Management with decades of experience delivering business-critical applications into production for some of the largest financial institutions in the world. Eric Kunkel of MMA Technologies builds some of the most advanced and sophisticated processes and automations that deliver results through shortening delivery times, improving quality and making visibility and control consistent.

But it is better if you hear this directly from Eric. He has some powerful metrics to share.  Click on the play button in the image above or watch the video on Serena’s YouTube Channel.  Then learn how Serena and MMA work together to build world class release management teams in DEV and OPS.

View previous blog posts in the “Customers Always Say it Best” series.

If you have ideas or comments about this series of blog posts please contact me at kparker@serena.com or write a comment below.

Welcome back to the blog series that examines how Serena gains insight from our customers into where our solutions need to develop.

In our second episode we hear from Matt Stratton at Apartments.com. Any online business needs to have maximum velocity in IT in order to maintain its competitive edge. To rapidly innovate and turn software versions, Apartments.com has to release software very fast, with repeatable accuracy and efficiency. The pressure was on at Apartments.com because of the development team’s move to Agile methods and the need to ensure business continuity. Two opposing requirements but both necessary for the business.

Click on the play button on the image above or watch the video on Serena’s YouTube Channel and hear Matt describe what release automation means to Apartments.com.

View previous blog posts in the “Customers Always Say it Best” series.

If you have ideas or comments about this series of blog posts please contact me at kparker@serena.com or write a comment below.