The largest roofing contractor in Florida, USA, Kelly Roofing is a second-generation, family-owned business. In 2015, the company began its digital transformation with Microsoft Office 365 and Microsoft Dynamics CRM Online, and it won the Modern Small or Medium Business category of Microsoft’s 2015 Visionary Award. Since then, the company continues to build its competitive advantage with the adoption of Dynamics 365 Business Central.


“We’re using what’s now Dynamics 365 Business Central to not only acquire customers, but to manage the entire production process as well, including field and project service. And we’re connected to Internet of Things services and doing really cool projects with Azure,” says Ken Kelly, President of Kelly Roofing. “We take advantage of technology because it gives us a competitive edge in the marketplace. We value human intelligence more, but we use technology as an accelerator and a way to ensure processes.”

Kelly Roofing was using Intuit QuickBooks, which lacked the integration and automated workflows the company had otherwise become accustomed to. “We were taking all these great steps forward, almost to the level of sprinting through our operations, and then we got to financials and just fell,” Kelly recalls. “It really hurt our organization, because we couldn’t scale our financial processes fast enough to keep up with business growth. We had to hire more people to keep up with the financial side of things, and we had a piece of software that didn’t talk to anything else and required us to set up and manage a whole new silo of information.”

The lack of insight was particularly frustrating to Kelly, who likened making business decisions to “driving a car while looking in the rearview mirror.” So when he learned that Dynamics 365 Business Central would be available, he didn’t hesitate to jump on board. “We went from QuickBooks Enterprise, which had been a 25-year commitment, to Dynamics 365 Business Central in 30 days,” says Kelly. “The Dynamics team just made it so easy.”