Michael Morgan is CEO and Co-founder of Salt Lake City-based COMPLETExRM. His company has teamed up with Franklin Covey to offer a Web-based software application that combines FranklinCovey’s proven methodologies with CRM technology. We spoke with Michael about this partnership, his investors and what inspired him to start COMPLETExRM.

Silicon Slopes: Tell us a little bit about COMPLETExRM and what your company offers to its customers?

Michael Morgan: COMPLETExRM is the leading provider of Enterprise 2.0 CRM solutions for SMB built on its xRM™ Foundation. Utilizing a Java-based, Service-Oriented Application, The xRM Foundation enables companies to customize their dynamic transactions to adjust to the new business needs of dynamic relationships.

Using its xRM Foundation, COMPLETExRM creates private-label or OEM customer relationship management (CRM) offerings. FranklinCovey partnered with COMPLETExRM to develop and deliver PlanPlus™ Online, a Web-based, Software-as-a-Service (SaaS) application that allows worldwide customers to apply FranklinCovey planning and effectiveness methodology combined with dynamic relationship management services via the Internet.

Silicon Slopes:  How is COMPLETExRM different from traditional CRM solutions?

Michael Morgan: There are a number of software options to help manage CRM functions, but unfortunately traditional CRM solutions are limiting, not customizable and too expensive for small and medium businesses (SMB).

To compound this issue, these traditional CRM solutions typically focus specifically on managing the customer as opposed to managing the dynamics of the varied transactions around the customer relationship like COMPLETExRM’s Enterprise 2.0 CRM does. In order for CRM to really be effective it needs to manage the dynamics of customer transactions and the associated business processes.

For example, in a real estate customer relationship there are numerous, dynamic transactions and processes that are involved in managing the entire relationship. The management of transactions such as financing approval, the offer and closing processes are vital to the successful management of a real estate customer relationship.

Another very important differentiator to COMPLETExRM’s offering is the combination of our technology with world-renowned, proven FranklinCovey methodology that is PlanPlus™ Online. We tout Technology with Methodology™, which is definitely something traditional CRM solutions can’t provide.

Silicon Slopes:  Who are your main competitors? What advantages do you have over them?

Michael Morgan: The main difference is that our technology has been designed to enable the management of the dynamics of any transaction associated with the customer, such as tasks, projects, goals or business processes. Because of this design, we were able to utilize our xRM™ Foundation to create PlanPlus™ Online by FranklinCovey, which delivers technology with proven methodology to productively and effectively manage the customer and maintain better relationship management.

There are numerous CRM providers, but COMPLETExRM’s main advantage is its alliance with FranklinCovey for the creation and delivery of PlanPlus™ Online. It is the only Software-as-a-Service CRM technology to include FranklinCovey’s world-renowned and proven methodology.

Silicon Slopes:  Why have you decided to target small to medium sized companies?

Michael Morgan: While enterprises have the need and funds for functions and features, SMB needs to integrate with existing technology that enables them to be adaptive to their business. The SMB needs very cost-effective technology that allows their business to grow as needed. For them it is about being as efficient and nimble as they can possibly be. We also recognize that there are many providers targeting the enterprise, so we chose to target SMB.

FranklinCovey teaches organizations of all sizes—practically everywhere in the world—how to operate at the highest levels of productivity and effectiveness.

This is how we designed our xRM™ technology foundation to help small and medium businesses adapt or modify their business processes quickly, dynamically and productively to solve unique, real business issues for their customers.

Silicon Slopes:  Can you tell us about the funding of your company in October of last year and how you were able to attract a notable investor, Donald L. Lucas?

Michael Morgan: The first and best move we made was to sign a major, recognizable partner in FranklinCovey. By securing FranklinCovey, we showed our investors that we could deliver and operate within the industry on a high level. Then with the recognition of our technology foundation as a good application by people associated with Donald L. Lucas we were able to secure a meeting with him.

Silicon Slopes: The background of you and your founding partner is in real estate. Why did you decide to start a technology company?

Michael Morgan: It all started on a beach in Mexico. I was 26 and about to have a nervous breakdown. I was the principle broker of a small, yet successful real estate firm in Salt Lake. I had dozens of agents conducting hundreds of transactions and I was responsible to make sure they were all being handled right. I was also obsessed with my customers’ experience. I know that most real estate customers will buy or sell seven times with you as a realtor if you do them a good service. 

So, with close to 70 transactions closing that month I left for Mexico on an open ended ticket.  I was on the beach and wanted to be able to check on my business, but I couldn’t. I wanted to be able to review documents, review file notes, create tasks, delegate follow-up on events, but I couldn’t.

So, I began to dream of how all of these transactions could be managed by technology in a way that allowed for any and all variables possible in a dynamic real estate transaction.

When I returned, I was no longer on the path of growing fast but scaling smart. We bought several of the top CRM products on the market and we quickly came to find limitations, as well as not having the ability to configure them to our business.

Needing technology to handle dynamic transaction management around our client relationships and having it customize to our business processes became our quest.

Silicon Slopes: What was the process of learning the technology behind your product and launching into a completely new industry? How did you do it?

Michael Morgan: In the early days, we had didn’t have a good idea of how to go from a vertical offering to a horizontal, international offering. I can say without hesitation that it was the team we recruited, as well as our partner FranklinCovey who has made this happen for us.

  What we also soon realized is that the business process engine that we had created for the real estate industry could be utilized in so many other professional industries. It has been wonderful to watch how many industries can utilize the tool. From a distribution and transportation company like England Logistics to council organizations of the Boy Scouts to sales organizations in midsized organizations it has become quite impressive to see these folks make the product their own. 

Yet, no matter how great the technology is, we began to realize the need for some proven methodology.  What I mean is, users need to be motivated and productive with our applications like PlanPlus™ Online. The only way to motivate someone is if they have a direct benefit. 

We began to think about how great it would be for people to track their tasks and goals, their priorities. Yet we didn’t want to recreate the wheel.  That is when we approached FranklinCovey. That is when we knew we were no longer a real estate and mortgage shop. That is when we went worldwide. One of the biggest things I have come to know is that great technology also needs to have access to great market share.

Silicon Slopes:  What inspired you to become an entrepreneur?

Michael Morgan: My parents inspired me by helping provide me with an education and motivated me to succeed. As an artist by trade, I spent a lot of time in art classes trying to learn to think outside the box. Those experiences are still fueling my entrepreneurial spirit.