The Unified Workflow (2/5): How to Prioritize Your Jira Backlog Using HubSpot Data

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In our first article, we met Ann from the Service Desk. She received a feature request from a new Premium customer and instantly saw their importance thanks to our HubSpot integration. (If you missed it, you can read it here).

But what happens next? Ann knows this idea is gold. How does she get it to the Product Team without crucial context getting lost in a copy-paste email? This is where the handoff to Jira Product Discovery becomes critical.

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TL;DR

• Challenge: Product ideas from support tickets often land in the backlog without the original customer context, making data-driven prioritization impossible.

• Solution: Use an automation rule to create a new "Idea" in Jira Product Discovery from a JSM ticket, automatically populating it with the customer's name and a link to their HubSpot profile.

• Benefit: The Product Team gets a perfectly formed, contextualized backlog, enabling them to prioritize based on which customers are making the requests.

• Products: Jira Service Management, Jira Product Discovery, HubSpot, HubSpot CRM Integration for Jira

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Meet Paul, a Product Owner. His challenge is that ideas from support tickets are just text. To understand their value, he has to chase down Ann or someone from Sales to ask, "Who was that customer again? Are they important?" This wastes everyone's time.

What if the handoff from Service to Product was automated and context-rich? With HubSpot CRM Integration for Jira, you can create a powerful rule that bridges this exact gap.

Step 1: The Trigger - The Agent Escalates the Idea

From the JSM ticket where Premium customer made their request, Ann triggers a manual automation rule you've created, like Escalate as Idea to Product. She doesn't need to copy or paste anything.

A service agent can instantly escalate a valuable customer idea by triggering a custom automation rule, like 'Escalate as Idea to Product', directly from the JSM ticket.

Step 2: The Automation - Creating the JPD Idea

This rule instantly creates a new "Idea" in your Jira Product Discovery project. It intelligently copies the summary and description from the original request and automatically creates a link between the new Idea and Ann's original JSM ticket for full traceability.

Step 3: The Magic - Populating with HubSpot Data

This is the key. The automation rule uses the data from the HubSpot panel on Ann's ticket. It takes the company name and populates the Company name field in the new JPD Idea. It also takes the direct link to the company's HubSpot profile and places it in a HubSpot URL field. Because it's a Premium, the rule can even set the Customer segments field to "Enterprise".

A new Idea in Jira Product Discovery, automatically enriched with the company name from HubSpot and linked to the original JSM request for full traceability.

The result?

Paul now looks at his JPD backlog. Instead of a vague list, he sees a rich set of ideas, each with the originating company, a direct link to the CRM, and a pre-assessed importance level. Furthermore, on the Idea itself, he can see all linked JSM requests. If he needs more details about the customer's original phrasing, he's just one click away from the full conversation. He can now group and prioritize ideas based on which customers are requesting them.

Paul's backlog is now perfectly prioritized. His next step is to get the top ideas to the Development team. How do we ensure the customer context follows along? That’s our next article!

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To see how this step connects to the full 5-team workflow—from the initial ticket all the way to a final marketing case study—join our live webinar!

Register here 👉 https://streamyard.com/watch/wYx99YKZ8FaK