COMPANY OPERATIONS SALES & MARKETING HUMAN RESOURCES FINANCE IT & PARTNERS

Charlie • President Vince Julia Claire Sara • CFO Tim

Charlie keeps the business Operations Manager Marketing Executive HR Director/Manager Sara develops the financial plan and goals IT Manager
for the company, then constantly monitors
viable by determining product Vince ensures the timely and cost- Julia manages sales and marketing Claire is responsible for strategic HR Tim is the IT decision maker and owns
performance against them. Others rely
and company direction. He is effective delivery of products by strategy. She monitors marketing planning and budget. She establishes the IT budget in a company with 4–15
on her to assess the financial viability of
involved with all departments managing the operations of the logistics, effectiveness and industry success. She workplace compliance policies and servers. As the senior IT admin Tim
opportunities. Sara relies on Ken, Phyllis, Vince
production, service departments. builds, presents and argues the business assesses workforce trends. In many lower manages Chris and completes some
and depends on accurate and Kevin to provide her with the information
case for the Sales and Marketing budget. to core mid market companies Claire tasks to help balance his workload.
information from his staff. she needs for business insight.
manages the entire day-to-day HR function.

LO G I S T I C S PRODUCTION Operations is the heart of any company, they deliver SALES HUMAN RESOURCES FINANCE IT
SMALL BUSINESS Ricardo • Quality Controller Tony • Production Manager
unique products or services to customers. Operations can
include Materials, Production, Purchasing, Warehousing, Kevin • Sales Manager Brooke • HR Assistant Phyllis • Accounting Manager Chris • IT Engineer
Ricardo maintains traceability support documentation Tony works with product development, process Process Engineering, R&D, Professional Services, Kevin manages sales reps for his area and tracks Brooke provides administrative support to the HR Phyllis manages the accounting department, processes Chris is the junior IT admin reporting to Tim. He
Stan and ensures product quality by inspecting received engineering, and sales to make production decisions. Customer Service, and Quality Assurance. Operations what they are doing. He helps them to close sales management with recruitment and maintenance GL transactions, reviews and approves AR, AP, payroll, provides day-to-day management and troubleshooting
He ensures the necessary resources are in place and and may do limited selling himself. of worker information. She also coordinates bank transactions, and reviews aging reports. She also of the network, servers, OS, applications, and end-user
Small Business Owner and shipped products.
that the production plan is being carried out properly.
groups in our markets can be distributors, manufacturers,
company events. ensures that her team accurately completes financial support.
or a combination of the two and they can also be either procedures on time.
Stan manages the business from
Large or Small departments.
start to finish. He is responsible for
everything and has to understand Nancy • Super Sales Rep Jodi • Compensation and Sean • Technical End User/
Karl • Materials Manager Emil • Product Designer LARGE Ken • Controller
every aspect of the business. Karl ensures that materials come in and products
Nancy handles all customer interactions, including Benefits Manager/Specialist Power User
Emil both designs new and modifies existing finding leads, fulfilling orders, up selling, and dealing Ken tracks the departments’ financial goals. He
reach their destination on time. He ensures that Jodi conducts compensation and benefits analysis. Sean has a full-time job already, but companies
products. Emil is technical, but also spends with service issues. In the simpler sales situation, continually improves processes to achieve financial
replenishment and shipping processes are optimized Charlie She maintains fairness in pay structure and ensures with 1-3 servers rely upon him to provide IT support
considerable time searching for the least expensive President Nancy does the job of David and Michael combined. goals. He proposes and helps implement changes to
for reliability, speed and cost. job analysis is tied to compensation planning. because he knows about computers. For difficult
components. optimize performance. He may approve documents
In core and lower mid market companies, her job issues he relies on a VAR.
responsibilities are divided between Claire and Luke. and payments.

SERVICE David • Dedicated Sales Rep Additionally, they handle benefits vendors relationships.
Ellen • Warehouse Manager Oscar • Process Engineer April • Accounts Payable
David finds new customers in complex sales situations.
Ellen ensures that inventory levels are accurate and Oscar often receives specifications for new products
Vince
Operations Manager
June
Product Division Manager Once the deal is closed, he hands the customer over to Grace • Training Coordinator
Debra • Office Manager that periodic physical inventory counts occur. She PA R T N E R S
optimizes the warehouse and focuses on turnover
from Emil. He defines the necessary processes to Michael, who ensures that the order is fulfilled and and Development April verifies paperwork matches and applies criteria
Debra keeps the company running by taking care make the product. Occasionally he and Emil make handles all future issues, including up selling. from Ken or Phyllis to determine which invoices to
of the bills and payments so they have enough cash rate reduction. prototypes together. Manager/Specialist pay and then processes supplier payments. She may
to operate. She is also the communication hub of the Grace maintains and develops training plans also reconcile bank statements. Because April sees Simon • Systems Implementer/
small business.
Tony Emil Ricardo Karl Michael • Account Manager to achieve workforce skill and knowledge goals. data from so much of the company, people come to Consultant
She facilitates career and succession planning. her with all types of questions.
John • Warehouse Worker Eduardo • Production Planner
Production
Manager
Product
Designer
Quality
Controller
Materials
Manager Michael deals with current customers. He closes sales In core and lower mid market companies, her
Simon analyzes customers’ needs, writes the
brought in by David. He ensures orders are fulfilled specification and puts together a customized solution.
John puts received items away and picks items that
need shipping. John waits for direction from Sammy
Eduardo manages scheduling and planning of
to the customer’s satisfaction (date, quantity, quality)
job responsibilities are divided between Claire, Arnie • Accounts Receivable He will do whatever it takes to get the customer’s
production. He often needs to reshuffle existing Luke and the Line Manager.
or Ellen. orders to make room for more urgent orders.
and engages in up selling activities. Administrator solutions up and running.

R E TA I L He considers exceptions to be the rule. Jacob • Recruiting and Arnie verifies shipment paperwork and creates
invoices. He processes and applies cash receipts to Viktor • Business Systems
Lars Oscar Eduardo
Shop Process Production Susan • Order Processor Staffing Manager/Specialist appropriate invoices. He may follow up on past due Developer
Supervisor Engineer Planner
Lacy • Store Manager Jacob maintains and tracks each stage of the accounts to obtain payment.
Sammy • Shipping and Lars • Shop Supervisor
Susan enters orders and performs sales support
recruiting process. He works with vendors to handle
Viktor works at a VAR. He has a business degree
Lacy interacts with everybody in the business and tasks. She takes orders from sales reps and repeat and learned to program in his previous job. Rather
is the primary contact for all suppliers and shippers. Receiving Lars ensures that the machine operators are orders directly from customers. She works closely recruiting tasks. In core and lower mid market Annie • Bookkeeper than writing code from scratch he reuses existing
She and her team are accountable to Stan. Sammy manages shipping and also receives goods productive, trained, and motivated. He can perform with the sales reps as she may talk to the customer companies, his job functions are performed by Annie handles the day-to-day financials of a small code. His work is requirements focused and his
and verifies them against purchase orders. He also any job in the shop, but rarely has to do so. more often than they do. Claire, Luke and the Line Manager. business. She is involved with creating invoices, paying development tasks are based on a functional spec
supervises the other warehouse employees. Shannon Ellen Inga Ted
Machine Warehouse Purchasing Transportation bills, and balancing the bank statements. Annie hands written by Simon.
Operator Manager Manager Coordinator
Luke • HR Generalist off, to the external accountant, the more complex
Jeremy • Cashier Inga • Purchasing Manager
Luke performs daily HR activities. He supports the tasks of payroll, depreciation, and creating financial
Isaac • Business Application
statements.
Jeremy advises customers, rings up the sales, Shannon • Machine Operator management team on training and development,
Developer
performs inventory counts, and gives Lacy insight
Inga sources the right quality product from the
Shannon is trained to work her machine. She works
MARKETING performance management and employee relations.
into customers
right supplier at the right price. She understands
hard to meet her production quotas so she can get
Connie • Credit and Isaac is an ISV developer who writes code for add-in
supplier performance, and the supply chain-related John Sammy Alicia Prakash Reina modules that are resold at volume, often through
departments. Inga delegates day-to-day purchasing her bonus. Shannon does not use a computer at all. Warehouse Shipping & Purchasing Project Resource Benjamin • Marketing Manager Collections Manager partners. He does not do per-customer customizations
Worker Receiving Agent Manager Manager
activities to Alicia. Benjamin is one of several marketing managers who handle Connie knows which customers are creditworthy or charge by the hour. Isaac has different domain-
marketing for a group of product families the company sells. and can have extended payment periods. She specific needs from other ISV developers.
corresponds with such customers by e-mail, telephone,
Alicia • Purchasing Agent Tricia and collection letters.
Alicia orders materials and supplies. She follows up Project Team Member The HR Department ensures that human talent is devel-
We commonly see two distinct types of small businesses: on PO confirmations and partial receipts. She also SDE, engineer, construction oped to accomplish organizational goals. The individuals Mia • Payroll Administrator
retail and sevice based. Stan is the small business owner researches suppliers to get the best quality products worker, subcontractor,
individual contributor
Nicole • Marketing Staffer on the HR team focus on attracting, investing in and Mia collects information to process the payroll
in both cases, but personas in each case are unique. at the lowest price. C U S TO M E R S E R V I C E Nicole produces, distributes and places marketing IT taxonomy is independent of number of employees and
retaining the best talent. It is divided into Upper, core and post it to the GL. She also takes care of tax
segments strictly by no. of servers. Here we see Small IT (1–3
materials.
and lower mid market segments. The complexity and calculations and reporting.
servers) and Medium IT (4–15 servers) shops. People working
SMALL SERVICE Marie • Customer Service SMALL size directly relates to the ratio of HR staff per workers at VARs, ISVs, and Microsoft have vendor relationships with
Ted • Transportation Manager needed. This model assumes a ratio of 1:100; meaning 1 the IT department.
Stan Coordinator Marie manages the customer service team. She and Charlie HR FTE per 100 People FTEs in the organization.
Cassie • Accountant
Small Business Owner President
Ted tracks shipments and advises on customs her team make sure customers remain customers
In an external role, Cassie either does the books (for
regulations and shipping documentation. Ted when things go wrong. SMALL
UPPER MID MARKET a small business), or audits the books (for any size
is knowledgeable about shipping, the freight
forwarding industry, and international trade issues.
( > 1 0 0 0 E M P LO Y E E S ) company). In an internal role as an employee, Cassie
The sales department is grouped by sales processes: Companies takes care of accounting duties within a complex
He has key relationships across these areas. Daniel • Dispatcher with simpler sales models have salespeople who perform financial department. External
Karl Emil Tony Ricardo Prakash
Daniel organizes the fleet of service technicians. Materials Product Production Quality Project both account management and lead gathering. For sales that Charlie
Debra Nancy He decides which customers they will call on and Manager Designer Manager Controller Manager President Charlie
Office Manager Super Sales Rep are project-based or take a very long time to close, these President
in what order. Simon
functions are split between two specialists. Departments Systems
Implementer/Consultant
grow horizontally by adding the same type of salespeople.
We have defined three types of finance departments: Sean
PROFESSIONAL Claire Tim Technical End User/
SERVICES Terrence • Outbound Oscar Lars Sammy Alicia Tricia COMPLEX HR Director/Manager IT Manager Simple, Moderate, and Complex. The complexity of the Power User
Viktor
Process Shop Shipping & Purchasing Project Team
financial components that the department handles (e.g. Business Systems
Annie Cassie Technician Engineer Supervisor Receiving Agent Member
Developer
Bookkeeper External CPA
June • Product Division Manager Charlie External industry, number of companies, currencies, and tax
Terrence works in the field performing maintenance
and installations as directed by Daniel.
President Brooke authorities) helps to determine the type and is reflected
June drives project management processes and HR
External Shannon John Assistant in the number of employees. Isaac
optimizes the performance of project teams through
Machine Warehouse Business Application
“best practices.” She is ultimately responsible for Operator Worker Julia Developer
S M A L L R E TA I L revenue goals, project completion, and customer Marketing Executive COMPLEX
satisfaction for all service engagements delivered. Lisa • Customer Service Rep
Lisa receives phone calls from customers with Charlie MEDIUM
Stan Kevin President
Small Business Owner questions. If she cannot answer their questions Sales Manager
Reina • Resource Manager she routes them to a person who can. Customer Service groups are classified by where service Luke
HR
Jacob
Recruiting
Grace
Training
Jodi
Compensation
Reina manages and schedules Project Team is performed. Our research has identified two types: Generalist and and and Sara
Staffing Development Benefits CFO External
Members. She ensures they are hired, trained and inbound and outbound. Inbound service happens when
available to Prakash and June for projects. customers come in. Outbound service happens when a David Michael Susan Charlie
Dedicated Account Order Ken Cassie President
Rebecca • Receptionist technician is sent to a customer. Sales Rep Manager Processor
Mia
Controller Accountant/Auditor External
Lacy Rebecca can have many roles. She answers phones, Payroll
Store Manager Administrator
makes appointments, does data entry, and handles OUTBOUND Sara
Prakash • Project Manager SIMPLE Phyllis Cassie CFO Simon
other administrative tasks.
Accounting Accountant Systems
Prakash is responsible for project delivery. He works Manager Implementer/Consultant
Charlie External
with Reina to provide adequate resources and staff . He President Charlie
has approval authority for all project-related charges President Tim
IT Manager
from Tricia as well as any other materials charges.
Annie Cassie
CORE MID MARKET April Arnie Mia Connie Viktor
Business Systems
Bookkeeper External CPA Marie Julia ( 5 0 – 1 0 0 0 E M P LO Y E E S ) Accounts
Payable
Accounts
Receivable
Payroll
Administrator
Credit &
Collections Developer
Marketing Executive Coordinator Administrator Manager
Customer Service Manager Chris
External Tricia • Project Team Member Charlie
IT Engineer

Tricia works with other Project Team Members Kevin President Isaac
as directed by Prakash to ensure timely project Sales Manager M O D E R AT E Business Application
Developer
Jeremy
Cashier completion for customers. She reports the status
and submits expenses to Prakash. Claire Charlie
Rebecca Daniel HR Director/Manager President External
Receptionist Dispatcher
Nancy Susan
Super Order
Sales Rep Processor Sara Cassie
CFO Accountant/Auditor
Brooke
Terrence HR
Outbound Technician Assistant
Marketing segmentation is based on the size of the depart- External Phyllis
plumber, security guard, Accounting Manager
window cleaner, repairman ment. Benjamin is the first hired. Additional staff flesh out
the org chart as the department grows.
INBOUND April Arnie
LARGE SMALL Luke Jacob Tim Mia Accounts
Payable
Accounts
Receivable
HR Recruiting IT Payroll Coordinator Administrator
Generalist and Manager Administrator
Charlie Staffing
President Charlie Charlie
President President
SIMPLE
LO W E R M I D M A R K E T
Marie Julia Benjamin ( < 5 0 E M P LO Y E E S )
Customer Service Manager Marketing Executive Marketing Manager Charlie
President External
Charlie
Benjamin President Annie Cassie
Marketing Manager Accountant/Auditor
Bookkeeper

Lisa Rebecca Nicole Claire Rebecca

Microsoft and Dynamics are either trademarks or registered trademarks of Microsoft Corporation or its affiliates in the United States and/or other countries. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS DOCUMENT. The Customer Service Rep Receptionist Marketing Staffer HR Director/Manager Receptionist
Microsoft Dynamics Customer Model does not relate to the structure or organization of any Microsoft product or the functionality they cover. Portions of the Customer Model are inspired by the SCOR Model created by the Supply Chain Council: www.supply-chain.org. Complying with all applicable copyright laws is the responsibility of the
user. Without limiting the rights under copyright, no part of this document may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying, recording, or otherwise), or for any purpose, without the express written permission of Microsoft Corporation.
Microsoft may have patents, patent applications, trademarks, copyrights, or other intellectual property rights covering subject matter in this document. Except as expressly provided in any written license agreement from Microsoft, the furnishing of this document does not give you any license to these patents, trademarks, copyrights, or other
intellectual property. The names of actual companies and products mentioned herein may be the trademarks of their respective owners. © 2007 Microsoft Corporation. All rights reserved. For questions or comments, please contact custmodl@microsoft.com.