Product Management in Jira CRM: Link Products to Deals, Customers, and Work

[#1]

When we talk about CRM in Jira, the conversation usually is around leads, contacts, companies, and deals. But for many sales teams, there is another important part of the big picture: what are we actually selling?

Whether your company sells software subscriptions, licenses, professional services, hardware, or a combination of them, products are closely connected to the sales process. Knowing that a deal is worth $20,000 is useful. Knowing which products or services are behind that $20,000, which customers use them, and what Jira work is associated with them gives teams much more context.

This becomes particularly important when CRM lives inside the Atlassian ecosystem.

With Mria CRM for Jira, we wanted product management to be a native part of the CRM experience, not a separate catalog sitting somewhere outside the workflows where sales, delivery, and support teams already work.

Here’s how it works.

Why Your Jira CRM Needs Product Management

A CRM without product information can tell you that a customer bought something. Mria CRM with product management can help answer much more useful questions:

• What exactly did they buy?
• At what price and quantity?
• Which discounts have been applied? 
• Which companies or contacts are associated with it?
• Which Jira work items relate to the product or customer?
• How many deals include this product? How much revenue is a particular product generating?
• Which products appear most frequently in won deals? And in JSM/CSM tickets with bugs? 

That context becomes especially valuable for teams working daily in the Atlassian environment.

Sales activity rarely exists in isolation. A closed deal might result in implementation work (specific Jira space/project or Jira work items/tasks), a customer request may become a Jira issue, and a product sold to a customer may later be connected to support, renewal, or delivery activities.

Instead of separating those relationships across different systems, Mria CRM being Atlassian-native CRM, keeps them connected.

Manage Your Product Catalog Directly in Jira with Mria CRM

Mria CRM includes a dedicated Products section where teams can maintain their product and/or service catalog. Products can contain the standard commercial information sales teams need, including details such as:

Product name, SKU/code, category, price, unit type, tax rate, and description.

This structure works for more than traditional physical products. A product could be a monthly software subscription, an annual license, a consulting engagement, an audit, a hardware item, physical goods, or another billable service.

That distinction matters because many B2B companies often combine subscriptions, services, licenses, and deliverables within the same customer relationship.

If the default fields don't cover your case, you can add custom fields to the product record — so the catalog reflects how your business actually describes what it sells.

For larger catalogs, products can also be imported rather than created individually, and the product table can be searched, filtered, customized, and exported to CSV.

How to Connect Products to Deals in Mria CRM

Creating a product database is just the first step, as the real value comes from connecting products to actual CRM activity.

For example, products in Mria CRM can be associated with Deals, including quantities and the commercial context of the sale. This means your CRM doesn't only tell you the opportunity amount, but also tells you what contributes to that opportunity, which quantities are requested and which discounts are applied.

That gives sales teams more meaningful pipeline information and creates a foundation for product-level revenue analysis later.

Link Products to Contacts and Companies in Mria CRM

Products don't exist only in Deals in Mria CRM. A product record can also provide visibility into related Leads, Companies, and Contacts, making it easier to understand the broader context around what you sell.

For example, from a product record you can see all the leads in place in relation to the product; or the companies associated with that product - interest captured before a deal exists, which tells you what's attracting attention and what isn't. 

You can also see the companies associated with the product: useful when you're selling custom deliverables, when a price change or renewal means you need to know exactly which accounts to notify, or when you intend to manage vendors in Mria CRM. 

And where deals close with companies, conversations happen with people - the linked contacts point to who evaluated the product, uses it, or signs off on the renewal.

This can become particularly useful as the CRM grows. Instead of treating product data as static reference information, it becomes another connected CRM entity.

Connect Products with Jira Workflows

This is one more example where managing products inside Jira becomes especially interesting.

Mria CRM product records can also be connected with Atlassian work through Linked items. That includes:

• Jira work items (Jira issues & JSM/CSM tickets);
• Jira spaces (projects) and Jira boards;
• Confluence spaces&pages;
• And external web links.

Imagine a customer has purchased a particular license or service. There may already be Jira work associated with implementation, support questions, feature requests, onboarding, or account-specific tasks.

Instead of requiring someone to remember where all of that information lives, the relevant Jira work can be linked to the CRM context.

And because this happens within Jira, users don't need to recreate the same work in a separate CRM just to make the relationship visible.

Moreover, the Mria CRM & Jira integration is two-ways, thus it is possible to link and see the relevant products, as well as other CRM records, from Jira issue or JSM/CSM ticket:

That connection between commercial context and operational work is one of the biggest reasons product management matters for CRM in the Atlassian ecosystem.

Create Jira Work Items Without Leaving Your CRM

The connection goes beyond simply displaying existing Jira work. When a product requires delivery work - an implementation, a configuration, an audit - users can create a linked Jira item directly from the product record, and it stays connected to the product it came from. The same is true across the rest of Mria CRM: work items can be created from deals, companies, contacts, and leads as well. . And it works in the other direction - Mria CRM records can be created from Jira and JSM/CSM.

Reducing those small context switches can make a meaningful difference when sales, customer success, support, and delivery teams collaborate on the same accounts.

Use product data in CRM reporting

Product management becomes even more valuable when product information can be used for reporting rather than simply stored. In Mria CRM, product context extends into sales reporting.

For example, teams can filter sales reports by product alongside other CRM dimensions. That makes it possible to investigate sales performance for particular products instead of looking only at total deal values.

For sales managers, this can help answer questions such as which products are contributing to revenue and how different offerings are performing over time.

Mria CRM provides a range of reports, for example, the one providing a list of customers’ emails for a specific product, which can be used for reach-out campaigns. Deals can be filtered by stage (Won will create a list of paid customers, while Open will ensure a list of prospects): 

 

These are just a few examples of how reports are built around products in Mria CRM. Our team is also open to release a custom report based on your needs. 

Why Product Management Matters for Atlassian Teams

There are many ways to add CRM functionality to Jira, but product management is not always treated as a first-class CRM capability.

Some solutions focus primarily on contacts and deals. With Mria CRM, we deliberately treat products as a native CRM entity alongside leads, deals, contacts, and companies. A video overview is available here.

Based on our review of Jira CRM solutions available on the Atlassian Marketplace, we haven't seen another Jira-native CRM offering the same breadth of product-management capabilities in one integrated experience. 

Our goal isn't to reproduce a traditional standalone CRM inside Jira. It's to make CRM data part of the Atlassian environment teams already use. 

From “what did we sell?” to “what happens next?”

Product management may initially sound like a small CRM feature. In practice, it connects several important parts of the customer lifecycle.

A salesperson can understand what is included in a deal. A manager can look at sales through the lens of specific products. A delivery or support team can connect Jira work with the commercial context behind it. And everyone can work from the same customer and product information without maintaining another disconnected system.

For organizations already running a significant part of their business in Atlassian environment, that is where a Jira-native Mria CRM becomes particularly valuable.

It becomes a bridge between what you sell, who you sell it to, the revenue it generates, and the work your teams perform afterward.

And that is why we believe product management deserves to be a core part of CRM in Jira.