A new Mria CRM release is now available, bringing expanded Rovo AI, custom reports, and customizable CRM pages to teams working in Jira.
The Mria CRM Assistant now works across Leads, Deals, Contacts, Companies, and Products, helping teams review customer context and update records through conversation.
Custom reports let teams analyze CRM data around their own business questions and save reports for recurring reviews.
Teams can also customize pages across Mria CRM, rearranging fields and sections to match their workflows and make important information easier to find.
What’s New in This Release
- Rovo AI across the whole CRM, including customer records, related activities, and CRM actions.
- Expanded tools for custom Rovo agents, bringing broader CRM capabilities into agents built in Rovo Studio.
- Custom CRM reports with record perspectives, related information, filters, and sharing.
- Configurable record layouts for core CRM records, with separate Deal layouts for individual pipelines.
Rovo AI Across the Whole Mria CRM
Customer questions rarely stop at one record. Preparing for an account call may involve a Company, several Contacts, open and closed Deals, recent notes, and planned activities. The expanded Mria CRM Assistant can work across those relationships in one conversation.
Users can combine supported CRM filters in their questions, including ownership, pipeline stage, amount, probability, Products, linked Jira work, and custom fields. Follow-up questions can narrow the previous answer or explore the related records, keeping the investigation in the same chat.
The examples below illustrate how those capabilities can support everyday account and sales work.
Prepare for a Customer Conversation
Before speaking with a customer, an account owner could ask:
Summarize HarborPoint’s customer relationship, including its Contacts, current opportunities, previous Deals, and outstanding follow-up activities.
The assistant can bring together information that would otherwise require opening several records. The account owner can then ask which Products appear on the open Deals or what changed on those opportunities recently.
This is useful when covering for a colleague, joining an account conversation for the first time, or returning to a customer after a longer gap. The briefing draws on the relationship recorded in the CRM, and links in the response let the user open the underlying records when more detail is needed.
Find Opportunities That Need Attention
A pipeline review can begin with a question that combines commercial importance and recent activity:
List my open opportunities above 10,000 with no activity for two weeks. Include the owner, stage, customer, and expected closing date.
The next question can focus on a specific part of the answer: which are in Negotiation, which have an upcoming meeting, or which still have no Jira work linked to them. The assistant can also help review totals and probability-weighted values.
This gives a sales manager a way to investigate a concern as it arises. A question about quiet opportunities can lead to a closer look at customer history and planned work, helping the team decide where a follow-up conversation is needed.
Explore questions across CRM records
Record the Outcome of a Sales Call
After a customer conversation, the work often includes updating an opportunity, saving a note, and planning the next contact. Those related changes can be requested together:
Update the HarborPoint Rollout Deal to Negotiation at 18,000. Note that procurement approved the scope, and create a follow-up task for me for Friday.
The assistant finds the Deal and the relevant workspace values, then prepares the record update, note, and task for review. The user can check the proposed changes before confirming them.
This helps keep the sales record and the next action together while the conversation is still fresh. The new stage explains where the opportunity stands, the note preserves why it changed, and the task gives the owner a concrete next step.
Explore CRM actions through Rovo
Continue Work Across the Customer Lifecycle
The assistant also supports creating and updating Companies, Contacts, and Products, converting Leads into Deals, closing opportunities, and cloning Deals. For example, a salesperson can ask to convert a qualified Lead into a named opportunity, choose its pipeline and stage, and carry relevant activities and links forward.
Lead teams can use dedicated bulk actions for tags, Products, status, source, owner, and notes. One example is adding a Follow-up tag to New Leads from a particular source, then assigning that segment to an owner. These actions help teams organize a shared queue without editing each Lead separately.
Changes remain subject to the user’s CRM permissions and are shown for confirmation before they run. The expanded assistant makes more of the customer workflow available in conversation while keeping the resulting CRM updates reviewable.
See examples of complete Rovo conversations
Custom Rovo Agents for Mria CRM
Teams building their own agents in Rovo Studio can now use broader CRM capabilities across the core record types. The tools cover reading customer information, creating records and related activities, and updating existing data. Dedicated tools for bulk Lead changes are also available.
This allows an agent to reflect a team’s responsibilities and working conventions. An account briefing agent could follow a standard outline: customer background, key Contacts, active opportunities, and upcoming commitments. A sales handoff agent could combine the relevant Jira context with CRM information and help prepare a Contact, Lead, or follow-up activity.
The agent’s instructions determine how it approaches the work, and the selected tools determine which CRM actions are available. Teams can also build an agent that only reads CRM data for briefings and research. These are examples of agents teams can design around their own processes, using the CRM capabilities already available inside Atlassian.
Explore Mria CRM tools in Rovo Studio
Custom CRM Reports in Jira
Standard reports provide useful starting points, but a recurring business question may depend on a team’s own segmentation, pipeline structure, or custom fields. Custom reports let teams save a view around that question and return to it for the next review.
Choose Leads, Deals, Contacts, Companies, or Products and a supported perspective for that record type. Deal perspectives include stage, assignee, source, Product, Company country, and periods based on CRM dates. Dropdown custom fields can also provide report perspectives.
The report can include columns from related records, with filters on the related columns. Teams can arrange the information in the order they need, save the view, and export it to CSV.
Review Pipeline by Acquisition Source
A sales manager could build a Deals by Source report to examine the opportunities associated with different acquisition channels. Alongside the Deal name, the view could include stage, amount, owner, primary Company, and expected closing date.
Grouping the view by source makes it easier to review the opportunities behind each channel’s pipeline. The team can see which records are still early in the process and which have progressed toward a commercial decision. During a marketing and sales review, the discussion can move from a channel total to the individual opportunities that explain it.
Analyze a Segment Defined by Your Team
Suppose a team uses a Dropdown custom field called Market Segment to distinguish Enterprise, Mid-Market, and Small Business opportunities. That field can become the perspective for a custom Deal report.
The team could include ownership, stage, amount, and Company information, then filter the view to the pipeline being reviewed. A regional team could instead use Company country, while a renewal team could focus on Renewal Deals expected to close in a chosen period.
These examples show how a saved report can follow the way the business organizes its work. The team keeps a repeatable view of the segment it is responsible for and can review the records behind the results.
Bring Product Details into the Review
A product-focused report can include related Product information to show what is being sold within the opportunities. Where Product line fields are selected, the report displays one row per line, allowing the review to include quantities and commercial details for each Product line.
This can help a team discuss the composition of an opportunity: which Products it contains, where the customer is expanding, and which product lines need closer attention. The report makes those details available alongside the CRM context used in the sales review.
Custom reports can remain private or be shared with selected users, CRM roles, or everyone with Reports access. Selected users and roles can also receive editing access, allowing a team to maintain the recurring review together.
Explore Custom Reports in Mria CRM
Custom Record Layouts in Mria CRM
A record page shapes what people see first when they open a customer or opportunity. The new layout controls let teams bring relevant information forward and reduce the space occupied by sections they rarely use.
Layouts are available for Leads, Deals, Contacts, Companies, and Products. Supported blocks can be reordered, moved between the main area and side panel, hidden, or set to start collapsed. Standard and custom fields can be reordered, and a custom field can be placed among the standard fields in Details.
Match Deal Pages to Each Pipeline
Deals can have a separate layout for each pipeline. This gives teams a way to support different sales processes with different page arrangements.
For example, a New Business pipeline could bring qualification fields and key Contacts forward so a salesperson can quickly understand the buying process. A Renewal pipeline could give more prominence to Products, existing customer information, and planned follow-up work. If the team already records renewal-specific details in custom fields, those fields can sit alongside the standard Deal information used during the review.
The underlying CRM data remains connected throughout. The page arrangement emphasizes what matters for the process the team is currently following, helping people find relevant information when moving between different kinds of opportunities.
Keep Record Pages Consistent for the Team
A layout applies to everyone using that record type or Deal pipeline. A team can agree on where key information belongs, then use the same arrangement across its records.
Layouts can be previewed with a real record before saving. Hiding a field or block changes its visibility on the record page while preserving its data for other CRM views. Teams can simplify the page they use every day and still retain the information needed for lists, filters, and reporting.
Explore Mria CRM Record Layouts
Also New in Mria CRM
- Configurable business lists: tailor Deal Types, Reasons for Loss, Company Size, Product Categories, and Unit types to the business. Consistent options help people record customer information using the same terminology and make the resulting data easier to compare in reviews.
- Workspace formatting: choose consistent date, time, and number formats across the workspace, giving the team a shared way to read dates and commercial values in the CRM.
Try Mria CRM for Jira
Prepare an account briefing with Rovo, build a report around a recurring sales question, and organize Deal pages for the pipeline your team uses. These capabilities give customer teams more ways to investigate their data, act on it, and keep the next customer interaction moving.
