SIS Pitches is a global sports pitch construction company working across every level of sport, from grassroots projects all the way to elite stadiums. They work globally, overseeing everything from private football pitches to major sporting events like the Super Bowl and World Cup stadiums.
Alongside construction, they also provide ongoing maintenance through dedicated teams. With such a wide range of projects and multiple companies operating across different regions, keeping track of opportunities and activity had become increasingly complex.
Capsule was introduced to bring all these businesses together, but it wasn’t until Liam Jewison joined as CRM Manager in late 2025 that the system really began to take shape.
Creating clarity across a complex global business
Before Capsule, the business had used Salesforce, but it quickly became clear that it wasn’t the right fit. The system was too complex for what the team needed, and this meant that adoption of the tool was slow.
Liam explains: “The feedback was that it was overly complicated. What we needed was something simple and user-friendly, but still powerful enough to give us real insight into our pipeline.”
“We needed one place to see everything. Across all our companies, all our regions, and all our opportunities.”
The challenge wasn’t just about choosing the right system, though. It was about creating consistency across multiple divisions, including construction and maintenance teams, each with its own ways of working. There was no single, clear view of performance, and understanding why deals were being won or lost wasn’t easy.
Driving adoption through structure and training
When Liam joined the team, the company was able to shift focus towards standardizing processes and driving adoption across the business. One of the biggest hurdles early on was engagement, particularly at the management level.
“A lot of the resistance came from the fact that people weren’t seeing value. The input wasn’t there, so naturally the output wasn’t there either.”
To tackle this, they introduced structured training sessions across teams and regions to reinforce the importance of consistent data entry and show how that data creates accurate insights. Leadership teams were then brought into the process, with a strong focus on building dashboards that actually reflected what they needed to see.
“Management wants quick, clear visibility. Once they start seeing that, they buy into it and start driving it themselves.”
Turning pipeline management into a crucial part of sales
As adoption improved, the opportunities pipeline quickly became the most valuable part of Capsule for the business. It gave teams a clear, structured way to manage deals, while still allowing flexibility in how they viewed and worked with their data.
“The opportunities section is definitely the most used part of the system. It’s simple, but it gives us everything we need.”
Different views within the pipeline made a noticeable difference. The visual pipeline helped teams manage deals at a glance, while the list view allowed for much deeper analysis. With the ability to customise fields, tags, and layouts, the team could quickly adapt Capsule to match their exact requirements.
“We actually had a team using another system, and they asked if we could replicate it in Capsule. I was able to do it in about five minutes.”
That level of flexibility has helped establish a clear standard for what a well-managed pipeline should look like across the business. It has also given leadership a much better understanding of performance, making it easier to track progress and make informed decisions.
Supporting leadership with meaningful dashboards
A big focus for SIS Pitches has been improving how leadership teams access and use data. Rather than simply introducing dashboards, the CRM Manager worked closely with stakeholders to understand exactly what they wanted to see.
“It wasn’t just a case of handing over dashboards. There were lots of specific requests around what information was needed.”
Capsule’s ability to evolve alongside those needs has made a real difference. Feedback has been taken seriously, and new features have helped bring those reporting requirements to life.
“You can actually see changes happening based on feedback. That’s not something you get everywhere.”
As these dashboards continue to develop, they are becoming a key driver of engagement across the business, helping leadership teams stay informed and aligned.
Seamless support and continuous improvement
A big part of SIS Pitches’ success with Capsule has come from their relationship with the support team. From the outset, the experience has been responsive and collaborative, with help available whenever it’s needed.
“Everyone I’ve dealt with has been incredibly helpful. Whether it's account management, support, or development, there’s always someone there.”
Support requests are handled quickly, often on the same day, with teams across different regions ensuring there are no delays. That consistency has made it much easier to maintain momentum during rollout and beyond.
"Even if I send a request at the end of the day, the American team will reach out to me, and I'll reply in the morning, and then the UK team will take over. Nothing ever goes unnoticed."
This relationship goes beyond support. SIS Pitches has been able to share feedback directly with the product team and see it reflected in the platform.
“They don’t just ask for feedback, they actually act on it. That makes a huge difference.”
Extending capabilities with Transpond
Alongside Capsule, SIS Pitches introduced Transpond to support their marketing activity, and the integration between the two has been seamless.
“It was really easy to get up and running, and everything just works together.”
The connection between sales and marketing has opened new ways of working, particularly in capturing and managing leads. At events and trade shows, the team can collect information through forms and have it automatically synced into Capsule, complete with tags and segmentation.
“You can go to an event, capture all your leads on an iPad, and by the time you’re done, everything is already in Capsule. You don’t have to break the conversation to input data.”
This has made the entire process more efficient while also improving the quality of interactions, allowing teams to focus on conversations rather than administration.
Conclusion
For a global business like SIS Pitches, managing sales activity across multiple regions and divisions can quickly become complicated. Capsule has helped bring structure and clarity to that complexity, creating a single, consistent way of working across the organisation.
With improved visibility, stronger adoption, and tools that are flexible enough to adapt to their needs, the team is now better equipped to manage its pipeline and continue growing internationally.
Start your free trial today and see how it can help you gain visibility, improve consistency, and grow with confidence.
