🤔Using Assets as a Customer Relationship Management (CRM) 🤝

[Clint Young]

Recently, as I was studying for the associate certification for JSM Agent Essentials, one of the courses mentioned using Assets as a CRM. Having experience in Salesforce and HubSpot, this led me to wonder if anyone in the community has experience actually applying this use case for the Assets product.

I know about Atlas, Mria, Crmble, and other CRM's in the marketplace, but I'd like to keep this discussion around molding Assets itself into a functioning CRM. 

What are the benefits? What are the pitfalls? How effective is it for your sales pipeline? I'd love to learn anything and everything you're willing to share.

I've started this discussion under the JSM product group as Assets used to be a part of it and it isn't a separate group yet.

[Bernd Gurn]

Hi,

born out of need for having some CRM like data in the portal (business services to select) and in the agents view (role/type of customer like reseller, supplier or direct customer) we started to use assets for this. The "Services" feature has some good start with the entitlement (for contracts or sla) but isn't linked to the assets so we won't use it. 

Also the organisations functions only allow to restrict groups of portal-only user access/view to tickets but we often need more granularity to this so by using assets we get more options. 

Regards, BeGu

[Anna Odrynska]

Hi @Clint Young 

That's a very interesting question. A few years ago, looong before building Mria CRM, we as a business tried to configure Jira as a CRM, and tried Assets as well. 

And actually there are use cases where Assets can for sure be enough. For example, for customer asset/configuration managements it's fully enough. It did not work for us when we moved on and wanted to add conversions, probabilities, forecast and build reporting. Using other CRM in the next few years we struggled to find a perfect suite for us, as we wanted it to be tight in Jira. Much later in 2025 Mria CRM has been built based on our needs and perception. 

Though still Jira + Assets with their configuration and workflows setup can be the fit for a number of use cases. 

By the way, as for the JSM - it is one of the key user cases when our team uses its own product daily. We use Mria CRM to get full visibility on the customer and related leads/deals with stages and amounts for the customer support team. This helps a lot to keep the committed SLA as well as prioritize feature requests. 

Hope this was somehow helpful. Wishing you all the best in finding your perfect fit! :) 

Cheers,

Anna

[Fazila Ashraf]

Great question! Thanks for asking and hopefully someone have tried assets for CRM and can share their experience.

I looked at this few years back but the assets product was not very matured at that time. As the features have improved now, i am curious to know how it works out now.

[Prabhu Palanisamy _Onward_]

We strongly believe Assets is a great place for both master and operational data. Let me explain.

CRM: A CRM contains master data, such as accounts and contacts, as well as operational data, such as pipeline, purchase orders, and invoices.

Moving the entire CRM process into Service Collection is one approach, and a few Marketplace apps already provide CRM functionality. However, most enterprises already have a CRM and may simply want to bring that data into JSM to provide additional context. Assets can become the data and context layer for these customers.

Imagine having accounts, invoices, purchase orders, and products in Assets. You can easily reference them in request types and build resolutions and automations based on that additional context.