These modules form the foundation of how teams will manage customer relationships directly inside Jira. Each one is designed to support a specific part of the customer lifecycle, with a clear structure, connected data, and a familiar Jira-native experience.

This is not the complete product. What we’re showing is just a preview of what’s already built. There are more features, modules, and logic in progress, and we’ll continue to share updates as development moves forward.

We’re sharing this now because we believe it’s important to show how Mria CRM is taking shape, not just in concept, but in a real, working structure. The product is already solving core CRM needs in a way that fits how Jira teams work every day.

Here’s how it looks so far.

Leads Module

The Leads module helps teams collect new opportunities, track early interactions, and move qualified Leads into the pipeline. The table view is ideal for reviewing incoming Leads at scale. The full view brings together all related data for a single Lead, including linked Contacts, Companies, and activities functionality, along with the next steps.

Deals Module

The Deals module is where the pipeline comes to life. The Kanban board offers a clear view of stage progress, while the table view supports filters, bulk updates, and reporting. The full view lets users manage everything related to a Deal in one place: participants, linked records, notes, and activities.

Contacts Module

The Contacts module is where you manage the real individuals involved in your sales process. These are the buyers, decision-makers, and key stakeholders connected to Leads, Deals, and Companies.
Use the table view to quickly find and organize Contacts. Open the full view to see who they are, their role in the Deal, and how they’re connected across your CRM.

Companies Module

The Companies module gives teams account-level visibility. The table view supports structured review and segmentation. The full view brings together everything happening across that organization: associated Contacts, active and past Deals, historical interactions, etc.

How Mria CRM Core Modules Work Together

Each module in Mria CRM is designed to support a seamless, connected workflow inside Jira. Together, they form a complete system that helps teams manage relationships and pipelines without losing context or switching tools.

• Leads can be converted into Deals in one click, with all related data transferred automatically. Notes, meetings, tasks, attachments, and linked Jira issues move with the Lead to maintain full context.
• Contacts and Companies can exist independently or be linked. When linked, you get a complete account view that includes the Company, its Contacts, their roles, and all associated Deals and Leads.
• Each Deal record includes the full relationship context. It shows the associated Company along with only the Contacts directly involved in that specific Deal.
• Activities such as meetings, tasks, notes, and Jira issues are visible across both Leads and Deals, so your team can stay informed and aligned without leaving the system.

This structure gives sales and account teams the visibility they need, while keeping everything consistent with how Jira already works. There are no complicated syncs to manage and no learning curve. You get a single system that connects the entire customer journey, from first Contact to closed Deal, in a way that feels natural to Jira users.

If you’re still wondering why a CRM should live inside Jira in the first place, we’ve outlined our perspective here:
10 Reasons You Need a CRM Inside Jira

To learn more about the product, visit the Mria CRM product page.

What’s Coming Next in Mria CRM for Jira

The four core modules of Mria CRM are just the beginning. We’re actively working on additional components and functionality to support more advanced workflows, stronger collaboration, and complete visibility across the customer lifecycle.

Here’s what’s coming next:

• Activities to track meetings, tasks, notes, and other customer interactions across modules
• Reports to analyze pipeline performance, sales outcomes, and team activity
• Jira issue integration to link CRM records directly to related Jira work, providing full context across sales, support, and delivery
• Products module for managing your catalog of services or offerings and linking them to Deals
• Main dashboard with high-level metrics and a real-time overview of CRM activity
• Notifications to keep team members informed of updates, assignments, and deadlines
• Settings for customizing Deal stages, Lead statuses, currencies, and system structure
• Permissions to define access by role and protect sensitive CRM data

This is just a preview. It’s not the full picture of what Mria CRM will offer, but we felt it was the right time to share what we’ve built so far. The feedback and interest we’ve received have been incredibly motivating, and we’re just getting started.

We’ll be sharing more in the coming months as the product evolves. Thank you for being part of the journey.

Have feedback or questions? We’d love to hear from you: Contact us here.

As expectations evolve, so do the tools. Teams are actively searching for platforms that combine CRM functionality with task and project management. These aren’t just feature requests. They represent a shift in how organizations define productivity, accountability, and visibility.

The Shift Toward Unified CRM and Task Management Tools

Historically, CRM systems were built to store and manage customer data such as names, emails, deals, and notes. Task management tools, on the other hand, were designed to track actions and timelines. Each served a specific role. But today’s teams need more than data or deadlines. They need alignment.

The modern workflow doesn’t stop at knowing who your customer is. It extends into what needs to be done, who’s doing it, and when it’s due. Follow-ups, handovers, internal approvals, and customer updates require coordination that lives somewhere between the CRM and the project board.

Many teams already use Jira to manage execution-heavy work like delivery, implementation, or technical support. Jira excels at issue tracking and project workflows but lacks the structured relationship layer: contacts, companies, and deals. This leads to a fragmented experience where customer context lives in one system and the work lives in another.

Bridging that gap is now a priority for teams that value continuity, speed, and visibility.

What Users Are Looking for in CRM with Task Management

It’s no longer speculative. Users are actively voicing the need for integrated systems. Reddit threads, Quora discussions, and support forums are filled with the same core request: a CRM that allows for task management, project tracking, internal scheduling, and even client visibility.

People search for:

• CRM with recurring tasks and reminders
• CRM that shows internal and client-facing tasks
• CRM that supports task scheduling and follow-up workflows
• Project tracking inside the CRM environment

What’s especially common is frustration with juggling multiple disconnected tools. When CRMs don’t support task tracking, users often resort to spreadsheets, personal calendars, or other tools. The result is duplicated work, miscommunication, and missed deadlines.

For teams that already use Jira to handle projects or tickets, this pain is amplified. They end up switching between Jira and an external CRM just to coordinate actions around a single client. Recognizing this, tools like Mria CRM have emerged as native Jira solutions, built to embed CRM functionality directly into Jira so teams can manage deals, contacts, and tasks where they already work.

Popular CRM and Task Management Software

Several platforms have responded to this need by merging CRM and task or project features.

• HubSpot offers marketing and CRM capabilities with task tracking, but it lacks deeper project flow functionality.
• Zoho CRM includes task assignment, though it requires extra modules.
• ClickUp is primarily a task management tool with added CRM features, catering more to project-first workflows.
• Monday.com offers both task management and a dedicated CRM solution. It’s highly flexible, though its CRM features are still evolving compared to more mature platforms.
• Jira is widely used for task and project management. With Mria CRM, it becomes a complete CRM and task management solution in one workspace.

Must-Have Features in a CRM and Task Management Solution

When teams evaluate CRM platforms with built-in task management, they’re not just looking for a feature checklist. They’re looking for a tool that reflects how they actually operate.

Essential capabilities include:

• The ability to assign tasks that are tied to specific deals, contacts, or accounts
• Support for recurring tasks, reminders, and deadlines
• Activity timelines that show progress, ownership, and upcoming actions
• Integration with email and calendar systems for seamless scheduling
• A log of every interaction, including notes, calls, and status updates
• Role-based access to filter visibility and avoid clutter

How Teams Use CRM-Linked Tasks Day to Day

Unified CRM and task management isn’t just a high-level concept. It changes how teams work on a daily basis. When tasks live alongside customer data, everyone involved gains real-time context and clarity. Here’s how that plays out across different roles:

• Sales reps can attach tasks to leads or deals to ensure timely follow-ups, proposal preparation, and check-ins tied to deal stages.
• Customer success managers can assign onboarding milestones to accounts, track progress, and ensure post-sale promises are fulfilled without needing a separate project tracker.
• Support teams can connect issues and follow-ups to the specific contact and account, ensuring any ticket escalation includes relationship context.
• Marketing or account-based teams can coordinate multi-touch outreach and track who’s doing what internally, without switching tools.
• Team leads and managers can review task completion, activity logs, and pipeline movement all in one place, offering a complete picture of both effort and outcomes.

This kind of visibility isn’t possible when CRM and task management are disconnected. Tasks become more than to-do items; they become part of a structured, accountable process aligned with customer relationships.

The Risks of Keeping CRM and Task Management Separate

For teams operating across sales, customer success, and delivery, separating CRM and task management into different tools creates silent inefficiencies. These gaps aren’t always obvious in daily operations, but over time, they compound into significant operational drag.

One of the most common issues is data duplication. Sales reps may log activities in the CRM, while project managers track the same milestones in a task board. Without clear ownership or sync between systems, information becomes fragmented, and no single tool reflects the full picture.

Disjointed systems also create visibility gaps. A customer success manager might see tasks but not the full history of client interactions. A sales leader may have pipeline visibility but miss signs of friction happening during onboarding.

These problems often manifest as missed follow-ups, incomplete handoffs, and confusion around accountability. When multiple teams rely on different platforms to manage parts of the same customer journey, customers notice the disconnect, even if your team doesn’t always catch it.

Inconsistent systems also limit your ability to report accurately. If task completion lives in one system and customer data in another, your analytics are incomplete by default. There’s no way to track how internal execution aligns with customer outcomes.

Keeping CRM and task management separate isn’t just inconvenient. It’s risky. It creates blind spots that reduce speed, effectiveness, and customer trust.

5 Signs You Need CRM and Task Management Software in One Tool

Still managing CRM and tasks in separate systems? These are common indicators that your team may be outgrowing that setup:

1. Tasks are duplicated across systems just to keep stakeholders updated.
2. Follow-ups are delayed or missed because reminders aren’t tied to CRM records.
3. Project or support teams don’t know who the customer is or what has been agreed.
4. Sales and service teams work in silos, causing delays or confusion.
5. Your CRM is just a contact database, while your actual work lives somewhere else.

These issues create hidden costs and ultimately reduce customer satisfaction.

How to Transition to a Unified CRM and Task Management Workflow

Adopting a unified CRM and task management system doesn’t have to be disruptive. The key is to approach the transition as an evolution of existing workflows rather than a complete overhaul. Here’s how to do it effectively:

1. Audit Your Current Tools
   Start by identifying where CRM data and task tracking currently live. Note how different departments interact with these systems and where overlaps or disconnects happen.
2. Map Shared Workflows
   Focus on handoffs, dependencies, and communication gaps between sales, marketing, delivery, and support. These are usually the areas that suffer the most when systems are fragmented.
3. Prioritize Integration with Your Primary System
   If your team already uses Jira for issue tracking or project delivery, consider CRM tools that work natively within it. Tools like Mria CRM offer the advantage of structured customer records without leaving the Jira environment.
4. Start with Core Data
   Begin by moving key CRM records like contacts, companies, and deals into the new system. Once established, gradually integrate task management features linked to those records.
5. Educate Around Workflow, Not Features
   Adoption happens when users see value in context. Show teams how tasks, reminders, and visibility tie directly to their existing goals, like hitting quota or delivering projects faster.
6. Monitor, Adjust, and Scale
   Unified systems will reveal gaps that weren’t previously visible. Use those insights to optimize both your processes and your platform setup over time.

Final Thoughts

As teams become more collaborative and customer journeys more complex, CRM systems must evolve. It’s no longer enough to store information. Teams need platforms that support action, track responsibility, and adapt to real-world workflows.

Whether you manage tasks in Jira, ClickUp, Monday.com, or another project-oriented tool, the demand for CRM functionality within the same environment is growing.

CRM and task management software don’t belong in separate silos. They belong together, because the work your team does and the people they do it for are already deeply connected.

This separation introduces unnecessary complexity. It slows down collaboration, reduces visibility, and creates inefficiencies that impact customer experience and revenue.

Adopting a CRM inside Jira, one that is native to the platform, is not just a convenience upgrade. It is a structural decision that increases operational clarity and enables full-cycle alignment from first contact to long-term success.

Here are 10 deeply practical, technical, and strategic reasons why CRM in Jira is the next logical step for high-performance teams using Jira.

1. Eliminate Productivity Loss from Context Switching

Most users, particularly those on delivery, technical, and support teams, spend the majority of their working hours in Jira. Forcing them to toggle between Jira and an external CRM disrupts flow and creates friction every time context needs to be transferred manually.

Key challenges:

• Switching tools introduces delays and cognitive fatigue
• Sales data often fails to reach operations in time
• Tasks fall through due to lack of shared visibility

Context switching is a significant productivity drain. Research by Qatalog and Cornell University’s Idea Lab found that it takes an average of 9.5 minutes to regain focus after switching between digital apps. Additionally, professionals reported spending 36 minutes a day toggling between applications. This constant shifting not only consumes time but also leads to mental fatigue and reduced efficiency. Embedding CRM functionalities within Jira minimizes these disruptions, allowing teams to maintain focus and streamline workflows.

CRM in Jira:

• Keeps users in the same environment from lead generation to delivery
• Connects customer records to issues and tasks in real time
• Supports continuous workflow without platform hopping

2. Strengthen Lead Management With Workflow Integration

Managing leads outside Jira breaks the lifecycle between opportunity creation and delivery. When a lead is qualified, but the handoff into delivery happens manually, errors and slowdowns are inevitable.

Key challenges:

• Qualified leads are not operationalized through structured workflows
• Internal handoffs rely on Slack, email, or spreadsheets
• Sales progress is invisible to delivery teams until too late

Teams that execute onboarding or delivery before formal contract closure often require close coordination between sales and service. Traditional CRMs do not support this hybrid reality. Using Jira as a CRM solves this by embedding structured lead and deal objects within the workflows already used to manage execution.

CRM in Jira:

• Supports lead creation, qualification, and conversion as part of project workflows
• Allows automated transitions from lead to task or epic
• Aligns sales and operations from the start

3. Align Business and Technical Teams With Shared Architecture

Sales and business teams typically prefer CRMs. Developers and project teams prefer Jira. Each side resists the other’s tools. This tool divide creates communication and accountability breakdowns.

Key challenges:

• No single source of truth for customer-related activity
• Sales teams lack awareness of operational constraints
• Technical teams lack access to customer intent and history

This split in systems often leads to what RevOps teams call “horizontal misalignment” across the customer journey. When each team is optimizing in its own silo, the organization as a whole cannot deliver consistent value. CRM for Jira changes this dynamic by unifying sales, delivery, and support under one platform and data model.

CRM in Jira:

• Gives business teams access to project timelines and blockers
• Let’s technical teams see deal size, urgency, and sales commitments
• Creates a shared context for better collaboration and prioritization

4. Improve Post-Sale Execution and Customer Experience

Customer value is not fully realized at the point of sale. It is achieved through onboarding, delivery, support, and retention. If those stages are disconnected from CRM records, customers will feel the consequences.

Key challenges:

• Delivery teams have no access to deal terms or expectations
• Support agents operate without visibility into relationship history
• Customers experience disconnected, impersonal service

Post-sale experience is a critical part of modern CRM, but most traditional CRMs do not serve operational teams effectively. A CRM inside Jira ensures that every support ticket, delivery issue, and success milestone is tied to the deal and the customer record that preceded it.

CRM in Jira:

• Links tickets and issues to customer and deal context
• Enables service teams to act with full visibility and speed
• Improves NPS, CSAT, and renewal likelihood

5. Ensure Broad Adoption Across Teams

CRM data is only valuable if it is updated and used. Most CRMs struggle to achieve adoption beyond the sales team. When technical and support users do not engage with the CRM, cross-functional visibility breaks down.

Key challenges:

• CRM feels like a sales-only tool, irrelevant to others
• Valuable updates and activities are never logged
• Fragmented insight leads to inconsistent decision-making

CRM adoption is ultimately a function of relevance and convenience. If a CRM is embedded in Jira, it becomes a natural part of daily workflows for delivery and support teams. This expands data contribution, improves data completeness, and brings CRM from the periphery into the operational center.

CRM in Jira:

• Makes CRM tasks feel native to day-to-day work
• Reduces friction for non-sales users to contribute insight
• Improves accuracy and trust in customer records

6. Unify Permissions, Roles, and Access Control

Every additional system introduces governance overhead. External CRMs require separate permission schemes, role definitions, and audit configurations, creating duplication and gaps.

Key challenges:

• Inconsistent access across systems creates risk
• Administrators must maintain two user databases
• Audit trails are fragmented and incomplete

Security and compliance are easier when access is managed centrally. Jira already supports granular permissions, project roles, and user groups. A native CRM in Jira leverages this existing structure, eliminating redundant admin work and ensuring a clean audit trail.

CRM in Jira:

• Uses Jira’s permission model to control CRM visibility
• Reduces complexity for IT and compliance teams
• Strengthens control without added infrastructure

7. Enable End-to-End Automation Without External Dependencies

Modern CRMs offer internal automation, but extending that automation into operational systems like Jira typically requires Zapier, custom code, or a third-party connector. This creates fragility and ongoing maintenance work.

Key challenges:

• CRM activity does not initiate internal task creation
• Handoffs between sales and delivery are manual
• Each workflow requires external setup and testing

Automation delivers the highest ROI when it is built on top of unified systems. When CRM objects such as deals and contacts are native Jira entities, they can be included in automation rules without middleware or API workarounds.

CRM in Jira:

• Enables full lifecycle automation using Jira’s native rule engine
• Automatically assigns tasks, updates statuses, or triggers alerts
• Streamlines collaboration without middleware complexity

8. Consolidate Reporting Across the Full Customer Lifecycle

Organizations need insights across the full funnel, from lead acquisition to delivery to support. When CRM and Jira are separate, data is siloed and reporting becomes manual and error-prone.

Key challenges:

• Sales and delivery metrics live in different dashboards
• Lifecycle reporting requires data stitching and exports
• Leadership lacks visibility into true performance drivers

Cross-system analytics introduce delay and uncertainty. A CRM for Jira allows reporting to be embedded inside native dashboards, filtered by fields familiar to all teams. The result is faster decision-making and shared alignment across sales, support, and product.

CRM in Jira:

• Connects deals, issues, support tickets, and activity logs
• Powers real-time dashboards or external BI pipelines
• Supports unified planning and performance management

9. Streamline Tech Stack, Reduce Licensing and Admin Overhead

CRMs are often licensed per seat, per module, or by feature. When CRM functionality is duplicated in multiple tools, costs rise and ROI falls.

Key challenges:

• Redundant systems inflate operational costs
• Admin teams must support and troubleshoot multiple platforms
• End users must be trained across multiple tools

Every platform you add creates new overhead in provisioning, governance, and support. Using Jira as a CRM reduces this complexity by extending your existing investment into a broader use case without requiring a new ecosystem.

CRM in Jira:

• Eliminates the need for external licenses and connectors
• Reduces switching costs and training requirements
• Simplifies your toolchain and budgeting

10. Build a Scalable Foundation for Customer Operations

Disconnected systems may work for small teams, but they introduce fragility at scale. More users, more deals, and more customers amplify the pain of misalignment.

Key challenges:

• Inconsistent workflows across departments and regions
• Difficulty scaling CRM usage beyond sales
• Poor data hygiene and reporting at higher volumes

Jira is already used to scale execution through projects, boards, and permissions. Extending it to customer management allows CRM processes to scale in the same way. This results in tighter alignment between growth and delivery.

CRM in Jira:

• Allows each team to grow within a shared system of work
• Ensures process discipline without requiring new tools
• Enables a consistent experience across the entire customer lifecycle

Final Thought

Teams that rely on Jira to execute work deserve a CRM that lives in the same environment. A disconnected CRM means sales, delivery, and support are constantly working from different playbooks. That introduces inefficiencies, communication gaps, and risk to your customer experience.

Mria CRM is the first truly native CRM for Jira, built on Atlassian Forge. It brings customer data, process logic, and operational workflows into one secure, scalable platform, transforming Jira into a unified customer operations hub.

Mria CRM is currently under development and will be available on the Atlassian Marketplace. If you’re interested in being among the first to experience what CRM in Jira should truly look like, subscribe below to get notified when it goes live.

Be the first to experience Mria CRM – built for teams who work in Jira and want a better way to manage customers.
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If you’ve ever searched for a CRM for Jira, you already know the answer: not quite. Jira was never designed as a CRM. And while many teams have tried to make it one through custom fields, automations, plugins, or third-party integrations, the results are often clunky, incomplete, or expensive to maintain.

We know this because we’ve lived it.

Before building Mria CRM, we tried every possible path: customizing Jira ourselves, testing existing CRM apps on the Atlassian Marketplace, even running standalone CRMs with costly Jira CRM integration. None of it gave us the seamless experience we needed.

That’s why we decided to build Mria CRM – a truly Jira-native customer relationship management solution built on Atlassian Forge. Not just another connector. Not a repurposed project management tool. A CRM that feels like it belongs inside Jira because it was built there from the start.

In this article, we’ll share our journey, explain why existing solutions fell short, and show how Mria CRM is redefining what CRM in Jira really means.

Our Journey: From Customizing Jira to Building Mria CRM

As a software development company with a growing portfolio of products, we faced a common challenge: how to align our sales, support, and development teams around the customer. Jira was already the backbone of our operations—used daily to manage projects, support tickets, and product delivery. So the question came naturally: Could we use Jira as a CRM, too?

We began by customizing Jira to act like a CRM. With tailored workflows, Kanban boards, and issue types for inquiries and accounts, we were able to create a shared workspace where teams could collaborate and track customer interactions. It worked up to a point.

But over time, the limitations became increasingly hard to ignore. Jira wasn’t designed to handle structured CRM data like contacts, accounts, or pipelines. Key information was scattered. Reporting was tedious. And collaboration across teams became more fragile as we scaled.

So we turned to the Atlassian Marketplace.

There, we found several apps claiming to provide CRM for Jira. Some offered decent contact management, others basic pipelines. But none delivered the complete experience we needed. The interfaces felt disconnected from Jira’s native design. Some apps required us to leave Jira entirely to manage core CRM data. Others were too limited and outdated.

Next, we tried going outside the Atlassian ecosystem – using standalone CRMs like Zoho and Pipedrive. While these platforms were powerful, integrating them with Jira was costly, complex, and prone to syncing issues. We constantly battled data silos, duplicated effort, and poor visibility across systems. What we gained in CRM functionality, we lost in efficiency.

At that point, it became clear: none of the available options, like custom setups, Marketplace apps, or external tools, gave us what we really wanted.

We didn’t just want a CRM that connected to Jira. We wanted a CRM that lived inside Jira.

That’s when we made the decision to build one ourselves, from the ground up. Forge-native, deeply integrated, and designed specifically for teams who already rely on Jira.

That decision became Mria CRM.

When Customers Are Part of Delivery, CRM Must Be Part of Jira

As more companies embrace Jira as their central workspace, the question isn’t just “Can Jira be used as a CRM?”, it’s “Why isn’t CRM already part of Jira?” For teams managing both customer relationships and delivery processes, keeping everything under one roof just makes sense.

Here’s why the need for a real CRM in Jira is growing across modern organizations:

One Platform, One Workflow

Jira is where work happens. It’s where support tickets are resolved, features are tracked, and projects are delivered. Introducing an external CRM tool often means duplicating information, breaking focus, and asking teams to split their attention across disconnected platforms. A CRM for Jira removes that friction, letting customer-related work happen where the rest of the work already lives.

Cross-Team Collaboration Around the Customer

In product-led and service-oriented companies, customer success involves multiple departments like sales, support, and development. When these teams all use Jira, it’s natural to want shared visibility into customer context. A Jira CRM integration might help to a point, but native CRM functionality makes true cross-functional collaboration possible.

CRM Activities Are Already Jira Issues

Many customer touchpoints already become Jira issues: onboarding steps, support escalations, feature requests. But without a structured way to connect them to customer records, it’s hard to see the full picture. Embedding CRM directly into Jira brings together all these interactions in a way that’s easy to manage and report on.

Security and Data Ownership

Using a CRM inside Jira means centralized control over permissions, audit logs, and compliance, all within the same ecosystem. Teams don’t have to worry about syncing sensitive customer data between tools or managing access in multiple systems.

Lower Cost, Leaner Stack

Standalone CRMs often come with a hefty price tag, integration challenges, complex onboarding, and overlapping or additional functionality that is not needed. For teams already using Jira, adding a native CRM means one fewer tool to maintain and a simpler, more efficient stack overall.

Better Reporting Across the Entire Lifecycle

From first contact to final delivery, customer data often spans teams and projects. With a CRM in Jira, teams can connect the dots across sales, support, and delivery, answering questions like “What’s the average time from deal to implementation?” or “How many open tickets are tied to this client?”

Designed for Technical and Customer-Facing Teams

In many organizations, sales engineers, support leads, and technical account managers are the real drivers of customer success. These users already live in Jira—they don’t want to jump into a traditional CRM just to log updates. Bringing CRM into Jira meets them where they already work.

A truly native CRM for Jira isn’t just a convenience, it’s a strategic move. It closes the gap between customer management and project execution, reduces inefficiency, and strengthens collaboration across the business

The Problems with Existing CRM Options for Jira

The rise of CRM for Jira solutions on the Atlassian Marketplace shows just how many teams are trying to solve the same problem. But while the demand is clear, the available tools haven’t kept pace with what modern teams actually need.

Some teams start with custom Jira setups—relying on issue types, fields, and automations to simulate CRM behavior. Others turn to Atlassian Marketplace apps that promise a native CRM in Jira. And still others connect third-party tools like Salesforce, Zoho, or Pipedrive via Jira CRM integrations.

Each of these approaches has its benefits, but also real limitations.

1. Custom Jira Setups: Flexible but Fragile

Customizing Jira can work at a basic level: a few custom fields, a Kanban board, and maybe some automation rules to track deals. But the more complex your sales or account management process becomes, the harder it is to manage.

• There are no native entities for contacts, companies, or deals.
• CRM data lives in freeform fields or linked issues, hard to report on or scale.
• Permissions and visibility become difficult to manage.
• Every new user has to be trained on a system that was never designed to be a CRM.

It’s a clever workaround, but one that breaks under the weight of growth.

2. Atlassian Marketplace Apps: Add-Ons, Not Full-Featured CRMs

There are several apps that offer CRM for Jira features: contact databases, pipeline tracking, or account overviews. But most of them:

• Lack structured lead tracking with no real pipelines, qualification statuses, or conversion workflows.
• Don’t offer real reporting, no visibility into pipeline performance, activity volume, or customer lifecycle metrics.
• Provide no deep connection with Jira issues – customer data and work execution remain disconnected.
• Feel bolted on, with a user experience that doesn’t match Jira’s.
• Store customer data outside of Jira’s core data model, reducing transparency and breaking context.
• Aren’t built on Forge, which raises long-term security and compatibility concerns.

These tools may fill short-term gaps, but they don’t offer a future-ready solution for teams scaling inside the Atlassian ecosystem.

3. Standalone CRMs: Powerful but Disconnected

Well-known platforms like Salesforce, Zoho, or Pipedrive offer powerful sales and customer management features. But using them alongside Jira comes at a cost—both in complexity and collaboration. Integration isn’t optional; it’s a requirement, and that’s where the real problems begin.

• Require third-party connectors just to integrate with Jira – adding setup time, cost, and technical overhead.
• Often demand an additional paid Marketplace app, and not all connectors support two-way synchronization.
• Fragment reporting when sales metrics live in the CRM, while delivery progress lives in Jira, with no single view of the full customer lifecycle.
• Force teams to switch tools to update information or check context, slowing workflows and increasing the chance of errors.
• Disconnect sales from delivery – customer context rarely flows smoothly between platforms.
• Break collaboration when support, dev, and sales teams operate in silos, leading to missed information and poor handoffs.

Standalone CRMs may offer depth, but for Jira-first teams, the integration overhead often undermines the very efficiency they’re trying to achieve.

What Makes Mria CRM Different

We’re building Mria CRM to meet the needs of teams who already work in Jira and want to manage their customer relationships there too.

For us, it’s not about adding features for the sake of it. It’s about creating the right structure, the right experience, and the right level of integration to support real collaboration across sales, support, and delivery teams. That means designing a system that feels native to Jira, but finally gives teams the CRM capabilities they’ve been missing.

Built on Forge, for the Future

Mria CRM runs entirely on Atlassian Forge – secure, scalable, and aligned with the direction of the Atlassian ecosystem.

• Native permissions, workflows, and UI.
• No external infrastructure or hidden data flows.
• Built to evolve with Jira Cloud.

Feels Like Jira, Because It Is

From navigation to layout, Mria CRM is designed to work the way Jira users already do.

• No extra logins or unfamiliar interfaces.
• CRM records live inside Jira, not alongside it.
• Seamless interaction across sales, support, and product teams.

Full CRM Functionality, Not Just Components

We’re not stopping at contacts or pipelines. Mria CRM is being built to support the full customer lifecycle.

• Structured lead tracking with customizable stages.
• Company and contact management with linked relationships.
• Deals connected to actual work in Jira.
• Activity timelines, audit logs, filters, and bulk actions.
• Reporting tools that surface pipeline metrics, activity volumes, and customer histories

Designed for Cross-Functional Collaboration

Jira is where your teams already work. Mria CRM brings customer management into that same space.

• Sales, support, and dev teams share context without needing extra tools.
• CRM records are connected to real work – issues, epics, and service tasks.
• Everyone sees what’s happening with a customer in real time.

Looking Ahead: The Future of CRM in Jira

If your team runs on Jira, your CRM should too. Mria CRM helps you:

• Eliminate redundant tools
• Streamline lead-to-deal processes
• Centralize contact and company management
• Track customer engagement without leaving Jira

We’re building Mria CRM not because we wanted another CRM, but because Jira teams like ours needed a better one.

Be the first to experience Mria CRM – built for teams who work in Jira and want a better way to manage customers.
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