The work that moves a customer relationship forward often happens in Jira. A service request arrives, a pilot is completed, or a customer asks for an upgrade. Mria CRM can now turn those events into CRM updates through Jira Automation, keeping customer records connected to the work behind them.
This release also introduces custom dashboards and Company and Contact Types. Teams can build views around their own sales responsibilities and distinguish customers, partners, suppliers, and other relationships across CRM and Jira. Together, these capabilities give teams more control over how customer information is captured, maintained, and used in daily decisions.
What’s New in This Release
- Jira Automation actions for creating and updating CRM records, linking Jira work, and adding notes within automation flows.
- Custom CRM dashboards built from 21 widgets, with flexible layouts and sharing options.
- Company and Contact Types for organizing business relationships consistently across records, filters, dashboards, and Jira.
Jira Automation for Mria CRM
Mria CRM adds nine actions to Jira Automation. They cover creating Leads, Deals, and Contacts; finding and searching records; updating Leads and Deals; linking work to records; and adding notes. These actions can be combined with Jira conditions, branches, and other actions to build a complete customer workflow.
A flow can start from a Jira work item event, an incoming webhook, a schedule, or a manual trigger. Information returned by a CRM action remains available to later steps, so a flow can find a customer, make a decision based on that record, and continue with the appropriate update.
This gives sales, service, and delivery teams a practical way to maintain customer information as work progresses. The examples below illustrate flows teams can configure around their own processes.
Capture Leads from Website Forms
A prospective customer submits a demo request with their name, email, company, and message. An incoming webhook can pass that information to Jira Automation, where the flow first checks whether a Lead with the same email already exists.
For a new inquiry, the flow can create a Lead, set its source and tags, assign an owner, and save the customer’s message as a note. If the person submits another request later, the existing Lead receives the new message. The sales team keeps one record with the history of both inquiries.
The same flow can create a Jira follow-up task and link it to the Lead. A salesperson then has the inquiry, its context, and the work needed to respond connected from the start. Demo requests, pricing inquiries, and campaign forms can each use the routing and qualification rules appropriate to that channel.
See the website Lead capture example
Turn Support Requests into Sales Opportunities
A customer asks the service desk about expanding their subscription. That request contains useful sales context: who is asking, what they need, and the conversation already taking place with support.
A configured flow can find the requester’s Contact in Mria CRM, link the Jira request to it, and record the inquiry as a note. For a request type that signals an upgrade, another step can create a Deal and link the same request to the opportunity. Unknown requesters can also become Contacts through a separate branch.
Sales can open the original request from the Deal and understand what prompted the conversation. Support can see the connected opportunity from Jira. The handoff carries the customer’s actual request with it, giving both teams a shared starting point for the next conversation.
Explore service desk automation examples
Keep Deals Aligned with Delivery
For teams selling pilots, implementations, or project work, delivery progress can change the commercial outlook. A successful pilot may move an opportunity into negotiation, while a delayed milestone may affect its expected closing date.
A Jira Automation flow can respond when a linked pilot epic reaches Done, update the Deal’s stage, and add a note explaining the milestone. Where the process requires it, the flow can also set the Deal’s probability. Its weighted amount then reflects the updated sales outlook.
For example, a team can configure pilot completion to move the linked opportunity into Negotiation. The account owner sees both the new stage and the reason for it on the Deal’s timeline, without waiting for a separate status update from delivery. The CRM reflects the progress already recorded in Jira.
Explore delivery milestone workflows
Review Leads on a Schedule
Automation can also support recurring CRM routines. A scheduled flow can search for Leads that remain New and have not been updated for a chosen period, then add a Needs review tag to each matching record.
The team can use that tag to organize its next review. A separate scheduled flow can find open Deals approaching their closing dates and prepare a digest through Jira’s email or messaging actions. These routines make neglected records and upcoming commitments easier to bring into the team’s weekly work.
Explore scheduled CRM workflows
Custom CRM Dashboards in Jira
A sales representative, a team lead, and a founder may work with the same CRM data while needing very different views of it. Mria CRM now supports multiple dashboards, allowing each recurring review to have its own arrangement of metrics, charts, and record lists.
Build a dashboard from scratch or duplicate an existing one, then arrange and resize widgets to suit the review. The 21 available widgets cover pipeline funnels, revenue trends, forecasts, lead sources, loss reasons, stale records, target progress, and more.
Build Dashboards Around Sales Decisions
Consider three ways a team could organize its dashboards:
- Weekly pipeline review: combine Pipeline by Stage, Forecast by Closing Month, Deals closing soon, and Stale records. Start with where pipeline value is concentrated, then review the opportunities that need a decision, a revised closing date, or renewed contact.
- Inbound Lead review: combine Leads by Source, Leads by Status, and a Stale records widget for Leads. Compare where inquiries originate, how they are progressing, and which records need attention before the next campaign brings more volume.
- Leadership review: combine Revenue Trend, Won vs Lost, KPI cards, and Target progress. Review results over time, compare outcomes, and track won revenue against a target entered for the review period.
Each view supports a different conversation. A team can keep the weekly pipeline meeting focused on open opportunities while giving leadership a separate view of results and targets. The same CRM records support both discussions.
Share Views for Recurring Reviews
Dashboards can remain private or be shared with selected users, CRM roles, or everyone in Mria CRM. Selected users and roles can also receive editing access, making it possible to maintain a shared team view together.
Filters are remembered separately for each person and dashboard. A salesperson can return to their own view without resetting the filters used in a team review. Shared dashboards still show data according to each viewer’s record permissions.
The existing Sales Overview remains available as a starting point. Teams can continue using it, duplicate it, and develop more focused dashboards as their review routines evolve.
Company and Contact Types in Mria CRM
A CRM can hold relationships with customers, implementation partners, resellers, vendors, suppliers, and investors. Those relationships need different follow-up and different views of the business.
Company and Contact Types give teams a consistent field for making that distinction. Teams can manage their own type lists, while Contacts inherit their Company’s type unless a different value is selected directly. Updating a Company’s type also updates the Contacts that continue to inherit it.
Use Relationship Types Across CRM and Jira
A partner manager could filter Contacts at Partner Companies before planning account reviews. An operations team could distinguish Suppliers and Vendors from customers, keeping those relationships available in the CRM without treating them as part of the same sales segment.
Types are available in record lists, filters, bulk editing, imports, and reports. The Companies by Type dashboard widget provides an overview of the relationship mix. Mria CRM custom fields also make types available to Jira queries, so a team can find Jira work linked to Partner Companies or Supplier Contacts.
Type remains separate from CRM Status. One describes the nature of the relationship; the other shows its current CRM status. This helps teams organize the wider network around their customer business with clearer, reusable classifications.
Explore Company and Contact Types
Also New in Mria CRM
- Expanded weighted pipeline visibility: see Weighted Pipeline Value beside Pipeline Value, review each Deal’s weighted amount, and switch the Pipeline Value Funnel between value and weighted value. For example, an open Deal worth 20,000 at 25% probability contributes 5,000 to the weighted total, helping teams distinguish the size of the pipeline from its probability-adjusted value.
- Meeting attendees and notes: record participating CRM users, Contacts, and other attendees, with the agenda and outcome kept in the meeting’s own Notes. This gives the next person reviewing the customer relationship a clearer record of who took part and what was discussed.
Try Mria CRM for Jira
Connect an incoming inquiry to its follow-up work, keep opportunities aligned with delivery, and build a dashboard for the next sales review. Jira Automation, custom dashboards, and relationship types help teams use the customer information they already manage in Jira more consistently throughout the working week.
