Capsule Product Metrics Accelerator
Building a better connection between product usage and business outcomes.
Capsule is a modern CRM and marketing platform used by thousands of businesses worldwide, helping teams stay organised, optimise sales, and run effective marketing campaigns. Over the past year, the Capsule team has been shifting towards a more product-led growth model, driven by clearer insights into how product decisions drive business key performance indicators (KPIs) like monthly recurring revenue (MRR), churn, and retention.
The challenge
Capsule had ambitious goals for growth, but limited clarity on how product changes influenced key business outcomes. Data was spread across systems, poorly defined, and not consistently accessible, making it difficult to assess the impact of product improvements or prioritise initiatives with confidence. They brought in Hyperact to help create a shared understanding of key metrics, define a scalable framework for impact measurement, and embed data-informed decision-making across the product organisation.
How we helped
Working closely with the Capsule team over six weeks, Hyperact ran 1-1 interviews, data audits, collaborative workshops, and real-world example modelling to define success measures and build repeatable processes for impact tracking. We co-created a tailored impact definition and monitoring framework, clarified key product and commercial metrics, and built out a shared understanding of the data landscape. Alongside this, we identified and mapped leading indicators for core business metrics, supported by a well documented and actionable metrics tree.
To reduce noise and improve trend visibility, we introduced techniques for baselining and smoothing historical performance, while providing clear recommendations for future analysis, experimentation, and communication.
Outcomes
During our time with Capsule, we helped:
✅ Define and align on key product metrics and their link to commercial KPIs
✅ Map the full data landscape and highlight opportunities to improve access and consistency
✅ Create an impact definition and monitoring framework, including templates and user guides
✅ Introduce a product metrics tree to focus conversations on what matters
✅ Recommend actionable next steps, including correlation analysis, strategy alignment, and financial modelling
"Hyperact were instrumental in helping us make sense of how product decisions translate into business results. Their structured approach, collaborative style, and ability to turn complexity into clarity made a big difference. We now have a shared language around product impact - and a clear path forward."
If you are looking for a CRM platform to help manage and grow your business, check Capsule out.
- SaaS
- CRM
- Product strategy