Mria CRM + Teamwork Graph: The Customer Layer of the Atlassian System of Work

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Jira tracks the work. Confluence captures knowledge and decisions. Jira Service Management and Customer Service Management handle customer requests. Mria CRM connects all of it to the customer relationship, making CRM part of Atlassian’s System of Work.

A customer relationship never fits inside one CRM record. It continues through every requirement, Jira work item, support request, product decision, and delivery milestone surrounding that customer.

Mria CRM already connects this work to Leads, Deals, Contacts, Companies, and Products. Now, these records and the relationships linking them to Jira work become part of Atlassian Teamwork Graph.

The same search that finds a Jira work item can now find the Deal linked to it. Rovo can consider both the customer relationship and the work being delivered. Atlassian Analytics can connect commercial commitments with operational performance.

This changes the role of CRM inside Atlassian. Customer data no longer ends at the boundary of the app. It becomes part of the shared context through which teams search, understand their customers, make decisions, and act.

For us, this is one of the most important platform updates we have released. It brings Mria CRM closer to the vision we have been building toward from the beginning: customer relationships and the work required to serve them, connected inside one Atlassian system.

Mria CRM Records Now Surface Across the Atlassian System of Work

Atlassian Teamwork Graph is the shared data layer that connects work, knowledge, people, projects, and information across Atlassian products and connected tools.

It represents Jira work items, Confluence pages, CRM records, documents, messages, and other information as objects. The properties and relationships between these objects help Atlassian provide more relevant search results, AI answers, analytics, recommendations, and cross-product experiences.

Mria CRM now publishes Leads, Deals, Contacts, Companies, and Products to Teamwork Graph.

Users can find Mria CRM records directly from Jira search by entering a search term and selecting All apps.

A search for a customer can return the Company, relevant Contacts, open Deals, and related Products from Mria CRM, together with implementation work, support requests, product issues, and customer documentation from Jira and Confluence.

Mria CRM records also become available to Rovo Chat and Rovo Agents. When Rovo answers a question about an account, it can consider the permitted customer and sales context available through Teamwork Graph together with delivery and knowledge context from Atlassian.

For organizations using Atlassian Analytics, CRM data can become part of reporting that joins commercial information from Mria CRM with operational data from Jira.

Customer context is no longer limited to the CRM screen. It becomes discoverable from the Atlassian experiences teams already use throughout their work.

Why Teamwork Graph Support Is Different for Mria CRM

Mria CRM Already Runs Inside Atlassian

Mria CRM is built on Atlassian Forge and carries the Runs on Atlassian badge. Customer data and app execution remain within Atlassian infrastructure.

Teams manage customer relationships in the same environment where they plan and deliver work in Jira, support customers in Jira Service Management and Customer Service Management, and maintain knowledge in Confluence.

Customer Records Are Already Connected to Atlassian Work

Mria CRM already connects:

• Deals with the Contacts, Companies, and Products involved in an opportunity
• Jira work items with Leads, Deals, Contacts, Companies, and Products
• Jira Service Management and Customer Service Management requests with the Contacts, Companies, Leads and Deals behind them
• Confluence pages, spaces, and live docs with CRM records

These connections are created during the team’s normal work. They already exist before Teamwork Graph support is enabled.

Existing Relationships Enter Teamwork Graph Too

Alongside CRM records, Mria CRM publishes their relationships with linked Jira work items to Teamwork Graph.

A linked Jira work item might represent lead qualification, technical validation, implementation, a customer request, a product issue, or a delivery milestone.

Teamwork Graph receives the customer or commercial record together with the Atlassian work context already connected to it. This allows the platform to understand which customer, Deal, Company, Contact, Lead, or Product sits behind the work.

Teamwork Graph Respects Mria CRM Permissions

Publishing a record to Teamwork Graph does not make it public.

Users can discover only the Mria CRM records they are permitted to access. Teamwork Graph includes access controls for published objects, and Atlassian checks those permissions before showing information to a user.

Administrators continue managing access through existing Mria CRM roles and permissions. There is no separate Teamwork Graph visibility configuration to maintain.

Customer context becomes available across more Atlassian experiences without introducing another permissions model.

No External CRM Integration Layer

An external CRM integration has to create and maintain a connection between two separately managed systems. This can require an external account, data synchronization, object mappings, permission alignment, and ongoing administration across different platforms.

Mria CRM and the related Atlassian work already share the same environment. Enabling Teamwork Graph support extends that existing context without introducing another CRM platform, external integration account, or cross-vendor synchronization layer.

Teams continue using the same Atlassian accounts, user management, permissions, administration, and billing. There is no separate CRM user directory, vendor-hosted CRM infrastructure, or additional CRM vendor relationship to manage for this connection.

This existing foundation makes the following five scenarios possible across search, Rovo, Analytics, delivery, service, and product work.

Five Ways Teams Can Use Mria CRM Data Across Atlassian

Customer context becomes valuable when it helps a team understand what is happening, recognize risk, and decide what to do next.

With Mria CRM data and Atlassian work available as connected context, teams can prepare for customer conversations, identify Deals affected by delivery delays, understand the commercial importance of service and product work, and carry customer knowledge from sales into delivery.

Here are five ways this can work in practice.

• Prepare for a Customer Meeting From One Search

Before a customer call, a sales or account manager can search for the company by name directly from Jira.

The results can include the Company, relevant Contacts, open Deals, and related Products from Mria CRM. The same search can surface implementation work from Jira, service requests from Jira Service Management or Customer Service Management, and customer documentation from Confluence.

The account manager can review the commercial relationship, check the work surrounding the customer, and find the latest documentation without searching each product separately.

Rovo can use the CRM records available to that user together with the delivery and knowledge context around the account.

For example:

Summarize the account for [company], its open Deals, and the Jira work connected to it.

AI is only as useful as the context it can access. With CRM records in Teamwork Graph, the answer can reflect the customer relationship as well as the work being delivered.

• See When Delivery Work Puts an Open Deal at Risk

An expansion or renewal Deal may depend on work already tracked in Jira.

The customer could be waiting for a security review, product improvement, technical validation, implementation milestone, or resolution of a critical issue before moving forward.

Because Mria CRM publishes the relationship between the Deal and its Jira work items, commercial and delivery data can be analyzed together.

A sales or delivery leader can ask:

Which open Deals depend on Jira work items that are behind schedule?

Instead of reviewing the pipeline in CRM and then checking related Jira projects manually, the organization can identify Deals affected by delivery risk from the connected data.

For Atlassian Cloud Enterprise customers, this data can also be used through Atlassian Analytics and Atlassian Data Lake for reporting in tools such as Power BI, Snowflake, or BigQuery.

• Find Service Risks Across Upcoming Renewals

Before a renewal review, a customer success leader wants to know whether unresolved service issues could affect any active renewal Deals.

They ask Rovo:

Which customers with active renewal Deals have unresolved requests in Customer Service Management?

Teamwork Graph gives Rovo access to the permitted Deals, Companies, and Contacts from Mria CRM, together with the Jira work items connected to them.

The answer can identify a customer with an active renewal Deal and an unresolved service request that might otherwise remain visible only to the service team.

The customer success leader can open the Deal, review the connected request, involve the account owner, and coordinate a response before the renewal conversation.

Teamwork Graph allows the commercial risk to surface from the relationship between the CRM records and service work already connected inside Atlassian.

• Prioritize Product Work by Customer and Pipeline Impact

Product teams often see feature requests and bugs as individual Jira work items. Sales sees the customers and Deals affected by them.

Mria CRM connects these two views.

When Jira work items are linked to relevant Deals, Companies, or Products, Teamwork Graph carries those relationships into the shared Atlassian data layer.

Product and business leaders can investigate questions such as:

Which Jira work items are connected to multiple open Deals?

Which requested capabilities affect the largest amount of active pipeline?

Which unresolved product issues are associated with strategic customers?

This gives product prioritization a customer and commercial dimension without moving roadmap work out of Jira or maintaining the same relationships in another platform.

• Prepare Delivery for Kickoff From the Closed-Won Deal

A Deal has moved to Closed-Won, and an implementation lead who was not involved in the sales process is preparing for the customer kickoff.

From Jira, the implementation lead asks Rovo:

Prepare a kickoff brief for [company]. Include the closed-won Deal, key Contacts, purchased Products, connected Jira work, and relevant Confluence documentation.

Teamwork Graph gives Rovo access to the permitted CRM records from Mria CRM, together with the implementation work in Jira and supporting knowledge in Confluence.

The resulting brief can show the delivery team who is involved, what the customer purchased, which work has already been created, and where the requirements and implementation documentation are stored.

The implementation lead can begin preparing for the kickoff without asking sales to recreate this context in a separate handoff document. Sales can continue following the Jira work connected to the Deal as delivery progresses.

Teamwork Graph turns the existing relationship between the closed-won Deal and its Atlassian work into a usable cross-product handoff for both teams.

Practical Details About Mria CRM Data in Teamwork Graph

A few practical details are important:

• Permissions remain in place. Users see only the records they are permitted to access in Mria CRM.
• There is no separate graph visibility configuration. Administrators continue managing access through Mria CRM roles and permissions.
• Synchronization is not immediate. A full sync runs automatically once a day.
• Mria CRM remains the source of truth. Search helps users discover a record. Open it in Mria CRM to see the latest information, especially frequently changing Deal stages and amounts.
• Deals and Companies use native CRM object types. Deals map to Deal and Companies map to Customer organization. Leads, Contacts, and Products are published as searchable Work items because Teamwork Graph does not currently provide dedicated types for them.
• Analytics availability depends on the Atlassian plan. Using Teamwork Graph data through Atlassian Data Lake and external BI tools requires Atlassian Cloud Enterprise.

Read the Mria CRM documentation for Teamwork Graph and Atlassian Search

CRM Becomes Part of the Atlassian System of Work

Before building Mria CRM, our own team experienced the gap between sales and delivery.

We used Jira as an improvised CRM and later moved sales into a standalone CRM platform. Jira kept sales close to the work but lacked the CRM structure we needed. The standalone platform provided that structure while separating customer information from delivery.

Mria CRM grew from the need to bring both sides together.

We wanted teams to manage Leads, Deals, Contacts, Companies, Products, activities, and customer communication with proper CRM capabilities while keeping that information connected to Jira and Confluence.

Teamwork Graph takes this vision further.

CRM context can now contribute to the shared data layer behind Atlassian Search, Rovo, and Analytics. The relationship between a customer commitment and the Jira work behind it can become understandable across the platform.

Jira can show what the team is doing. Confluence can explain what the organization knows. Mria CRM adds who the work is for, what commercial relationship surrounds it, and why it matters to the customer.

For customer-facing organizations, all three dimensions belong together.

This is how CRM becomes part of the Atlassian System of Work.

Our direction is clear: make customer context a native part of how Atlassian teams search, understand, decide, and act.

Explore Mria CRM on the Atlassian Marketplace

[Anna Odrynska]

Proud of this release!