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					Case Study

    “Any time we look at using SBM,
   we ask the question, ‘will this
   process change or expand?’ If the
   answer is ‘yes,’ then we absolutely
   use SBM to automate the process.
   We have evaluated other tools and
   we cannot find anything that is as
   flexible to let us make changes on
   the fly like SBM.”


                                                    CareerBuilder Powers “Ticketing System”
                                                                            with Serena BPM
                                                 About                      Serena BPM Delivers A Ticketing
                                                                                              System – And Much More
                                                 As the U.S.'s largest online job site,
                                        has more than 23           The ticketing system was a success and
  CHALLENGE                                      million unique visitors come to the site     very soon, the development team
   § Difficulties tracking business             every month to find new jobs and obtain
      requests                                                                                discovered that they could use the same
   § Limited visibility into project status     career advice. More than 300,000             BPM platform to automate and optimize
   § Challenges keeping track of                employers post more than 1 million jobs on   processes that connected their web front
      documentation in the context of a The company is
      business process                                                                        end to their operations teams. For
   § Difficulties adapting to changing
                                                 owned by Gannett Co, Inc., Tribune           instance, the team was able to expand the
      business needs                             Company, The McClatchy Company, and          use of SBM to manage processes around:
                                                 Microsoft Corp.
  RESULTS                                                                                         1)   Order Entry Management
   § Rapidly delivered a ticketing              Wanted: A “Ticketing System” To
      system powered by SBM to                   Rapidly Fulfill Business Requests                2)   Contract Management
      channel, prioritize, and deliver on
      business requests                                                                           3)   Quality Assurance (QA): For
                                        powers the career sites
   § SBM Connect for SharePoint
      provides end-to-end process                for more than 9,000 websites, including               instance, the QA department was
      visibility improves project                140 newspapers and broadband portals                  able to cancel a large contract
      management right from within               such as MSN and AOL. Needless to say,                 with a QA software provider that
   § Process-based apps delivered in            its business is heavily reliant on its                was charging for every change
      five business days                         website. The development team at                      made to the QA process. It
   § SBM powers 10+ process-based               CareerBuilder was getting a slew of                   replaced this solution with a
                                                 requests related to supporting the website            flexible, process-based
  PRODUCTS                                       as well as ongoing operations. They                   application using SBM that helps
   § Serena Business Manager (SBM)              needed help with channeling, prioritizing,            monitor the quality of the various
   § SBM Connect for SharePoint                 and delivering on those requests. After an            departments within the company.
                                                 evaluation of several solutions, the team
  SOLUTION                                                                                              An example of a QA process
   § BPM                                        chose Serena’s BPM offering, Serena
                                                                                                       involves picking out one random
                                                 Business Manager (SBM), to develop a
  INDUSTRY                                                                                             recorded phone call per customer
                                                 “ticketing system” that would meet the
   § Information Technology                                                                           service representative per day
                                                 needs of both its development and its
                                                                                                       from the system that houses
                                                 internal operations teams.
                                                                                                       these recordings. This is then

Case Study



         then routed with the other               Responses to these requests                   this information to a work request
         relevant information to the QA           have been automated using SBM.                group that puts together the
         team. When the QA team                                                                 specifications, creates the job
                                             7)   Sales Operations: The sales                   skin, activates it on the account,
         receives the ticket, members
                                                  operations team has benefited                 and then notifies the sales
         simply click on a button on the
                                                  from SBM as it can now track and              representative to take a look at
         ticket to launch a media player
                                                  rapidly respond to requests that              the product to verify that it meets
         that has been incorporated using
                                                  come in from the sales force.                 the client’s requirements.
         Serena BPM’s mashups
         capabilities, to review the         8)   Project Management: The                       The team either launches the
         recording.                               technology team now manages all               product or makes updates based
                                                  of tasks related to changes,                  on the sales representative’s
    4)   Site Issue Management: The
                                                  problems, and projects using                  feedback. This process of rolling
         team has also automated the
                                                  SBM.                                          out new products and updating
         process for handling website
         issues that get reported by the     9)   Help Desk: CareerBuilder has                  them is now being managed
         business or by website users.            also built a help desk solution               using SBM.
                                                  using SBM.                           Applications In Five Days With Serena
    5)   Idea Management: A process is
         now in place that takes             10) New Product/Product Change            BPM
         suggestions from business users         Requests: CareerBuilder’s             Brian Speagle, application administrator at
         into bi-weekly team meetings to         product group supports the Job        CareerBuilder, says, “On average, it takes
         prioritize them and then create         Seeker and Job Poster divisions       us five business days to build out an
         projects that get farmed out for        of the company. This group now        application using SBM. Very often, I have
         different technical teams to work       relies on an automated process        groups coming to me saying that they are
         on.                                     that manages requests for new         looking for a solution to manage all the
                                                 products or changes to products       business requests that are currently hard
    6)   Customer Care Management:
                                                 related to these two divisions.       to track via email. They don’t realize that
         CareerBuilder now has an entire
         Customer Care operations                 For instance, CareerBuilder offers   they need a process for this; it starts with a
         department with individuals              its clients custom job skins as a    need for a place to store these requests
         spread globally who can take             product. The sales teams work        centrally so that everyone can see, track,
         various customer requests. These         with large corporations such as      and be notified when there are updates to
         range from posting jobs, to              Coca Cola to gather the style        a request. We typically rapidly prototype
         creating job skins, to branding          sheets, graphics, logos, and         their process using SBM and adjust the
         requirements for website pages.          mockups of how they want the job     process based on their needs as the
                                                  skin to look. The team then routes   process matures. All new processes
                                                                                       typically start out in SBM.”

Case Study

Serena BPM Supports CareerBuilder As            The Goal: A Unified Request System                In addition, CareerBuilder can now add all
The Business Evolves                                                                              of the metadata and keywords around the
                                                All two thousand employees at                     documents that they upload to SharePoint.
Departments within CareerBuilder need           CareerBuilder can now submit tickets that         This makes it simple for business users to
the flexibility to tailor processes to meet     are then processed by 200 individuals in          come into SharePoint and leverage its
their changing business needs. As Brian         the technology department using SBM.              search capabilities to look up project
Speagle explains, “We have another              The requests range from building out a            information quickly – without having to be
workflow offering that we use to manage         new product, to handling an issue on the          familiar with using SBM. The business
processes that are ‘solidified’ and that are    site, to making changes to platform               users are most excited about being able to
not likely to change in the next couple of      configurations. Most requests are funneled        access their reports and drill down into the
years (wellness or tuition reimbursement        through a “contact us” form that the              details of tasks right from SharePoint. They
processes within the HR department, for         requestor completes by selecting the task         can even submit requests and have
example). However, any time we look at          type, the area that they want to submit to,       processes kicked off without ever having to
using SBM, we ask the question, ‘will this      and the type of problem that they want            leave SharePoint.
process change or expand?’ If the answer        addressed. Based on the request, SBM
is ‘yes,’ then we absolutely use SBM to         routes the information via an email to the        The Information Systems team plans to
automate the process. We have evaluated         right individual for processing. The long-        leverage SBM Connect for SharePoint to
other tools and we cannot find anything         term goal is to use the SharePoint portal         initially roll out this project management
that is as flexible to let us make changes to   as the single point of access for submitting      application to the product groups. The
processes on the fly like SBM.”                 all requests that get processed using SBM.        development team is also looking at
                                                                                                  Serena’s Agile On Demand solution that
For instance, as the business model             SharePoint + SBM = Improved Process               integrates with SBM to make it even
changes, the sales force’s requirements for     Visibility and Project Management                 simpler for business users to submit
new products change quickly. The                                                                  requests to the development team and
business might demand that stand-alone          When CareerBuilder heard about the SBM
                                                Connect for SharePoint preview program,           then track the progress of these requests
products be rolled into bundles, and that                                                         directly from SharePoint.
processes need to be adapted almost             they were excited to participate, as the
immediately to support the sale of these        company was considering the use of                About Serena
new offerings. In one instance, a 30-40%        SharePoint for managing projects. While           Serena Software allows enterprises to
change of the product creation work flow        creating a project site on SharePoint             deliver applications with confidence.
was completed in five business hours! In        allowed the Job Seeker and Job Poster             Serena’s Application Lifecycle
addition, there are requests for information    product groups to move documentation,             Management and BPM solutions are used
                                                attachments, and meeting notes out of             by over 15,000 customers, including 96 of
from auditors that need to be provided
                                                their personal computers into a central           the Fortune 100. Headquartered in Silicon
quickly. With SBM, changes can be made
                                                store for all project-related information, this   Valley, Serena serves these enterprises
to a process rapidly to visually present that                                                     from 29 offices in 14 countries. For more
information to the auditors and meet            previously meant duplicating the content
                                                                                                  information on Serena, visit
compliance requirements.                        on the SBM side and making sure that the
                                                right attachments were being stored back
There are instances where the criteria for      in SharePoint. The new SBM Connect for
evaluating various departments changes          SharePoint solution ensures that teams            Website:
midstream, requiring that the QA                are working off of the right versions of the      Phone: 800-547-7827
department’s processes and the underlying       project documentation at any given time.
scoring criteria be changed quickly to          As soon as a process is kicked off to
reflect these updates. The fact that SBM        manage a project, a new project site is
lets the team quickly make the changes in       automatically created by SBM in
under a day and bring the QA program            SharePoint, and attachments to tasks in
back online prevents backlogs.                  the process are automatically stored back
                                                in SharePoint.


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