Client Overview
Company: NXI
Industry: IT Services & Consulting
Location: Hamburg, Germany
Tools Used: Jira, Confluence, Mria CRM
Website: nxiglobal.com
NXI is a Hamburg-based IT services and consulting company that manages customer delivery, planning, documentation, and internal operations primarily inside the Atlassian ecosystem. Jira plays a central role in how the company runs projects, while Confluence supports documentation, Tempo helps track time, and Structure supports project governance.
This setup gave NXI a strong operational foundation, but one important layer was missing. Customer relationship management was not properly connected to the work happening in Jira. That made it harder to maintain full visibility from the first deal discussion through project delivery.
Challenge
NXI had built its entire operational system around Jira. Delivery, documentation, time tracking, and even internal processes were already centralized.
But sales was not.
Their CRM activities were disconnected from execution:
- Leads and deals were managed outside Jira
- No direct connection between deals and delivery projects
- Limited visibility into how sales translated into actual work
- No unified view of customers across sales and delivery
This created a critical gap.
The team could not clearly see:
- which deals led to which projects
- how customer relationships evolved over time
- how delivery performance connected back to sales
For a services company, this lack of connection directly affects decision-making and growth.
Solution
NXI implemented Mria CRM directly inside Jira to unify sales and delivery in one system.
Instead of integrating an external CRM, they chose a solution that works natively within their existing environment.
With Mria CRM, NXI was able to:
- Manage leads and deals directly in Jira
- Link deals to companies and customers
- Connect deals with projects, tasks, boards, and documentation
- Build a complete relationship structure across all entities
This created a connected workflow across the entire lifecycle:
Lead → Deal → Project → Delivery
All data is stored and managed inside Jira, without external systems or API-based synchronization.
How NXI Uses Mria CRM in Jira
NXI uses Mria CRM to build a connected system where customer relationships, delivery work, and documentation are all linked.
Structured customer data inside Jira
- Companies represent customer organizations
- Deals track opportunities linked to those companies
- Contacts connect individuals to both companies and deals
This creates a clear and scalable CRM structure directly inside Jira.
Connecting deals to delivery work
Deals are directly linked to execution:
- associated with Jira projects and boards
- connected to tasks and issues used for delivery
- traceable from the initial opportunity to active work
This allows NXI to see exactly how each deal translates into real project activity.
Linking documentation with Confluence
Customer and project knowledge is not stored separately.
NXI connects CRM data with Confluence pages, including:
- project documentation
- requirements and specifications
- internal notes and knowledge
This ensures that both sales and delivery teams have access to the same context.
End-to-end workflow in one system
NXI operates within a unified lifecycle:
Company → Deal → Project → Tasks → Documentation
They can see:
- all leads and deals
- deals linked to companies
- projects, tasks, and boards connected to customers
This enables full 360-degree visibility across their data.
Implementation
NXI implemented Mria CRM within its existing Jira-based environment.
A key factor in the implementation was the collaboration with the Mria team.
NXI highlighted:
- very fast response to feedback
- real product improvements based on their needs
- most requests delivered within 3–4 months
This level of responsiveness was significantly faster compared to other Atlassian vendors they had worked with.
Result
With Mria CRM, NXI gained a more connected view of both customer relationships and project execution.
The key outcomes include:
- Full visibility across leads and deals: the team can track commercial activity inside the same system where delivery work happens
- Better company-level context: deals can be linked to the companies that generate and expand customer opportunities
- Stronger alignment between sales and delivery: project-related work can be viewed in the context of the customer and the originating deal
- A more complete operational picture: customer relationships, active opportunities, and execution workflows are no longer separated across tools
Most importantly, NXI moved closer to the 360-degree visibility it was aiming for. Instead of using one system for sales and another for project execution, the company can now manage both in a more unified way inside Jira.
Customer Perspective
“What is really outstanding is that MRIA is fully integrated into Jira and is not linked via an API. This way, your data is better protected and the solution is more stable.”
“Most CRMs focus only on sales, but they ignore what happens after — delivery, time tracking, execution. MRIA closes this gap by connecting CRM with delivery directly in Jira.”
Vadim Rusakov
Founder & CEO, NXI
Why NXI Chose Mria CRM
NXI chose Mria CRM because it gave them exactly what they were missing inside their Atlassian-based workflow:
- Native Jira integration so CRM activities could be directly connected to projects, tasks, and boards
- Full visibility across sales and delivery instead of managing leads, deals, and execution in separate systems
- Company-centered relationship tracking so deals could be linked to specific companies that often generate further business
- Greater stability and data protection because the solution is fully integrated into Jira and not dependent on API-based syncing
- A better fit for service delivery businesses because it connects CRM not only with sales, but also with execution, project work, and time-tracking context
- Fast and responsive product collaboration with customer feedback reflected in the product within a matter of months
- A stronger Jira-native alternative to traditional CRMs by covering the CRM needs NXI previously associated with tools like Bitrix24, but inside Jira and with broader operational visibility
Conclusion
NXI’s case highlights a common challenge for service companies using Jira. Sales and delivery are often managed in separate systems, limiting visibility and alignment.
By implementing Mria CRM, NXI connected customer relationships with project execution inside Jira.
This allows them to operate in a single system where:
- deals
- customers
- projects
- and delivery work
are all linked together, providing complete visibility across the business lifecycle.