Mria Labs Inc. is proud to announce the launch of Mria CRM: CRM for Jira Teams on the Atlassian Marketplace. After years of Jira teams forcing Jira into CRM use cases, the wait is over. Mria CRM delivers a full-featured CRM built entirely on Atlassian Forge, carrying the trusted Runs on Atlassian badge.
Mria CRM puts powerful CRM capabilities right where product-driven revenue activities happen. It redefines CRM for Jira teams by making customers and revenue central to product strategy and execution not side notes in a separate tool.
This launch marks a shift: CRM no longer sits apart from product work. With Mria CRM, customers and revenue become part of the same platform that drives your product strategy.
What Mria CRM Stands For
At Mria Labs, we believe CRM shouldn’t be a separate universe from where products are built and delivered. Traditional CRMs force sales and product to work in parallel but disconnected systems. Integrations try to bridge the gap, but they add friction, cost, and data drift.
Mria CRM is different.
- Unified, not integrated. It lives in Jira, making the product itself part of the customer story.
- Customer-centric product strategy. Every Lead, Deal, Contact, and Company ties directly to the work your teams deliver.
- Built for product-driven revenue teams. Sales and delivery share one platform, one record, one view.
Our positioning is simple: Mria CRM puts customers and revenue at the center of product strategy.
The CRM Market Shift: From Fragmented Tools to Unified Platforms
2025 marks a turning point in enterprise software. Vendor consolidation has become the top priority for CIOs, with 68% already planning initiatives and many targeting a 20% reduction in vendor count (SAP). Nearly 90% of IT professionals identify consolidation as a priority, even as 73% expect their organizations to expand software investments – fewer vendors, but deeper platforms.
CRM is at the heart of this shift. Traditional systems have become bloated and costly, weighed down by features most teams never use and license fees that keep climbing. Integrations promise to connect CRM with delivery, but they add lag, duplicate data, and constant maintenance. The “best-of-breed” approach that once promised agility has instead created complexity, overhead, and security risk.
That’s why Jira is the next logical home for CRM. With over 120,000 organizations worldwide using Atlassian products and Jira serving as the system of record for product and delivery, the foundation is already in place. By bringing CRM into Jira, Mria CRM unifies customer relationships with product execution: fewer silos, faster handoffs, lower maintenance overhead, and one platform for both revenue and delivery.
The timing is critical. Gartner predicts that by 2027, 70% of enterprises will limit their cloud-native vendor landscape to a maximum of three. Mria CRM arrives at exactly the moment when organizations are consolidating around Atlassian as that core platform.
Mria CRM: The Only CRM for Jira Built on Forge and Runs on Atlassian
Mria CRM was designed for the future of the Atlassian ecosystem from day one. It is built entirely on Atlassian Forge, Atlassian’s modern cloud platform, and it carries the Runs on Atlassian badge on the Atlassian Marketplace. Together, these mean Mria CRM does not just integrate with Jira. It runs where Jira runs.
For Jira teams evaluating CRM options, that foundation matters:
- Enterprise-grade trust. The app runs on Atlassian’s own cloud infrastructure, inheriting the same security, compliance, and data residency standards that protect Jira Cloud.
- Future-ready foundation. Forge is Atlassian’s strategic direction for apps. Mria CRM is built on it from day one, so your CRM investment is already aligned with Atlassian’s roadmap.
- Lower adoption risk. There are no Forge migration uncertainties, support gaps and hidden infrastructure to assess. Mria CRM is already built on the architecture Atlassian will continue to support and evolve. With Atlassian handling hosting and guardrails, there are fewer moving parts to secure, fewer performance surprises, and fewer blockers in procurement reviews.
- Streamlined governance. Runs on Atlassian apps can be verified directly in the Atlassian Marketplace, giving admins faster approvals and clearer oversight.
Forge and Runs on Atlassian are not just technical choices. They are commitments to stability and longevity. With Mria CRM, Jira teams get a CRM that is secure, reliable, and already aligned with Atlassian’s platform vision.
Mria CRM Core Concept: One account. One system. One team.
Mria CRM keeps customer and delivery data in one place. All records live inside Jira, follow the same permissions, and connect directly to the work your teams already manage.
Here’s how Mria CRM brings customer management into Jira.
Leads and Deals: Opportunity Workspaces
Leads and Deals represent opportunities. They are the workspaces where your team qualifies, develops, and tracks revenue.
- Use a Lead when an opportunity is new or unqualified. Work it with Activities. Link the relevant Contacts, Companies, and Products. Convert it to a Deal when it is ready to enter the pipeline.
- Use a Deal when the opportunity is qualified. Track it through pipeline stages and keep Activities, linked Contacts, Company, and Products in one place.
Both Leads and Deals offer the same features: activities, linked records and metrics. The difference is status. A Lead is under evaluation, a Deal is active in the pipeline. This flexibility allows teams to design their own motion, whether they nurture Leads for weeks or move directly into Deals.
Contacts and Companies: The Relationship Layer
Contacts and Companies are more than static records. Together they form the relationship map of your customer base.
- Companies hold the full account context. A Company card can include multiple Contacts with different roles: decision-makers, champions, or delivery contacts. The Company view shows all active Leads and Deals tied to that account, so you always know the current state of the relationship.
- Contacts represent the people you interact with. Each Contact can be linked to one Company and may participate in multiple Leads or Deals. The Contact view shows their role and the opportunities they are part of, so you see how an individual contributes to the wider account.
This structure makes it easy to navigate from a Deal to the people and organizations behind it, or from a Company to the opportunities in play. It connects day-to-day interactions with the bigger account strategy.
Activities: The Operational Engine of Every Opportunity
Every Lead and Deal in Mria CRM has its own Activity timeline. This is where the work around an opportunity is planned, recorded, and tracked.
With Activities you can:
- Schedule and manage meetings, online or offline.
- Create small tasks for yourself or colleagues.
- Add notes for insights or reminders.
- Attach files so key documents live with the record.
The timeline separates planned from completed items, making it easy to see what is coming up and what has been done.
Each record also keeps a changelog. It tracks not only Activities but every change: updated linked records, new files, field edits, and status changes. This creates a full history of how the opportunity evolved from first contact to outcome.
Activities turn every Lead or Deal into a self-contained workspace where progress, communication, and updates stay connected and visible under Jira’s permission model.
Products: What Is Being Considered or Sold
Products describe the items or services under discussion. Create Product cards once. Link them to a Lead to capture early interest. Link them to a Deal to define what is being purchased or delivered. Add details such as name, SKU, type, tax, discount, and price so revenue is traceable and transparent.
Jira Work Items: Connecting Opportunities to Delivery
Mria CRM links every opportunity directly to the Jira work that supports it. The connection is two-way: CRM records point to Jira issues and projects, and Jira issues point back to Leads, Deals, Contacts, and Companies.
This creates one continuous flow from opportunity to execution and beyond:
- A Lead can link to discovery or research tasks while it is being qualified.
- A Deal can be tied to Jira issues that help advance it toward closure, and to the projects that fulfill commitments after it is won.
- Contacts and Companies can link to relevant issues, such as a feature request showing who asked for it or a delivery task showing which account it belongs to. This keeps customer context clear in daily work.
For teams, this closes the loop:
- Sales can follow the Jira work connected to a Deal while it is in progress (from supporting tasks and approvals to finance checks), and after it is won, they can track the delivery work that fulfills the commitments.
- Delivery understands the customer and revenue context behind the issues they work on.
- Managers see a pipeline that flows directly into execution.
All of this follows Jira’s permission model. You choose the level of access without breaking governance.
By linking opportunities with work, Mria CRM removes duplication, reduces handoff friction, and ensures that customer relationships extend seamlessly into delivery. A Deal does not end when it is marked “Won.” It lives on in Jira until the customer receives value.
Try Mria CRM: CRM for Jira Teams Today
Mria CRM is available now on the Atlassian Marketplace. Install it in minutes, start your free trial, and see how simple it is to manage customers and delivery in one system. The app is free for small teams of up to 10 users.
Start your free trial on Atlassian Marketplace today
To get started quickly, explore these resources:
- Documentation – step-by-step guides for setup and usage.
- Product Demo Video – see the core modules and flows in action.
- Roadmap – track what’s coming next.
- Support – reach our team directly for help or questions.
- About Mria Labs Inc. – learn more about the team behind Mria CRM.
Mria CRM puts your customers, revenue, and work in one place. Start your trial today and experience the difference of running CRM where your teams already deliver value.
