Integration Kings is a business process consultancy based in Australia. They specialize in helping small businesses run smarter by utilizing technology geared to start, grow, and scale their businesses.
The team helps businesses sort out messy processes, simplify the way they work, and build tech stacks that provide customers with value. Integration Kings themselves use Capsule CRM to help small businesses take control of their sales, relationship management, and business processes.
A personal CRM becomes a business essential
The relationship with Capsule CRM began back in 2011 when Integration Kings' founder, Rob King, first tried it for his networking contacts. He’d meet someone at an event, put their business card into Capsule CRM, and make notes on the go. It wasn’t part of a grand business plan—it was just practical.
As time went on, Capsule CRM became a cornerstone for his business. Integration Kings started helping others get value from it, too.
“It was lightweight, easy to use, and didn’t try to do too much,” Rob says. “It just worked.”
Rob saw an opportunity with Capsule. Many businesses wanted a simple way to track contacts, leads, and tasks, without complexity.
Helping clients get set up for success
The Integration Kings team doesn’t just roll out apps—they start by asking questions. What’s clunky in your workflow? What slows your team down? Where are things getting lost?
From there, they help clients choose the right tools and make sure everything works together. Capsule CRM often comes into play once a business starts selling to other businesses, particularly if they have a few people handling sales but no formal system to manage it.
Some clients have tried other CRMs and walked away frustrated. “A lot of our clients have had a go with tools like Salesforce or HubSpot,” Rob says. “They found them too complicated, especially for everyday salespeople. So they never stuck.”
Capsule CRM, instead, gives those businesses a clean slate. Integration Kings helps them start simple: setting up user accounts, logging notes and emails, and gradually adding structure from there. Rob says: “We start with the basics, then build out lead tracking and opportunity management once they’re ready.”
Making CRM make sense
One of Integration King's strengths is showing clients how CRM can work in real life. For example, they teach teams how to tag referral sources and link them to sales opportunities.
Over time, clients can see which referrers bring in high-quality work, and where there’s room for improvement.
This kind of training helps clients see their data as something useful, not just something to fill in.
“Many businesses aren’t tracking where leads come from or how they perform. Capsule CRM gives them visibility and control they didn’t have before.”
Integration Kings also uses Capsule CRM for their operations, storing over 26,000 contacts in the system. That means anyone on the team can jump into a project and quickly get up to speed.
“It builds in redundancy,” Rob says. “You’re not relying on one person’s memory or phone to find important information.”
More than just a reseller — a collaborative relationship
Over the years, Integration Kings has played an active role in Capsule’s evolution. As experienced business analysts, they’ve helped shape key features, including integrations with Xero and Microsoft 365.
“We’d install Capsule for clients who used Microsoft and kept hearing the same feedback,” Rob explains. “So we pulled together everything we were hearing, met with the Capsule team, and gave our suggestions. A lot of those ideas made it into the product.”
That kind of collaboration has been rewarding—not just professionally, but personally. “When you give feedback and see it actioned, it makes you feel like your voice matters.”
Why Capsule?
When asked why they continue to recommend Capsule, Rob doesn’t hesitate.
“We recommend it because clients use it,” he says. “It’s not intimidating, and you don’t have to spend thousands before you see value.”
It’s also ideal for businesses that don’t want to send mass emails or manage large marketing campaigns. “Most of our clients are selling B2B. They want to keep notes, track leads, and build relationships. Capsule does that well.”
And perhaps most importantly, it’s something teams can stick with. “There’s no point putting in a fancy system if no one uses it,” Rob adds. “Capsule helps people get started—and then keep going.”
