The Atlassian Vendor's Guide to Display HubSpot Data in Jira

Bridging the Gap Between Sales and Support

For any Atlassian Marketplace vendor, the period between a customer starting a trial and purchasing a license is critical. The quality of support they receive during this evaluation is often the deciding factor. At Appsvio, we recognized a major friction point in this process: our sales and customer data lived in HubSpot, while our support and development work lived in Jira.

This disconnect meant our Support agents were working without crucial context and our Sales team was blind to active customer issues. To solve this, we integrated these two powerful tools. This guide explains why this connection is a game-changer for Marketplace businesses and how you can implement it.

Did You Know? The Synergy Goes Both Ways!

The connection between these two Ecosystems is so strong that HubSpot itself relies on Atlassian's products to scale its operations. According to a case study, HubSpot uses Jira and Confluence to foster collaboration and streamline work across their rapidly growing teams. This proves that integrating these two platforms isn't just a good idea - it's a strategy used by the very companies that build them.

You can read the full case study on Atlassian's customer stories page: How to create a high-performing hub for teamwork, transparency, and communication.

Why Connect Jira and HubSpot? The Vendor's Dilemma

Every Marketplace business operates in two key worlds:

• HubSpot: Your CRM, where you track leads, manage deals for trial and commercial licenses, and store all vital customer data (company size, contact info, license history). This is the world of your Sales and Marketing teams.
• Jira: Your support and development hub. This is where your Support team resolves customer tickets and your Development team fixes bugs, and builds new features.

When these worlds are separate, problems arise. Your Support agent sees a ticket from a user but has to ask: "Is this a 10-user trial or a 5,000-user enterprise client?" That information lives in HubSpot, forcing them to switch tabs, lose context or ask the sales team, in the end wasting valuable time.

But the challenge for vendors often starts even earlier: getting clean, up-to-date sales data out of the Atlassian Marketplace and into HubSpot. We started by entering this data manually, creating custom HubSpot properties for App, Hosting type, and License size. However, we quickly realized a manual process wasn't scalable. The most effective long-term solution is to synchronize data directly from the Marketplace using the REST API. If you're looking to build a similar sync, the developer documentation for Jira and HubSpot is a great place to start.

A Single Source of Truth in Jira

The answer is to bring the full context of your HubSpot CRM directly into the place where your technical teams work. Our app, HubSpot CRM Integration for Jira, was built to solve this exact problem. It displays a dynamic panel on any Jira work item, showing live, relevant data from HubSpot.

This transforms a simple Jira ticket into a rich customer profile, empowering your team to make smarter, faster decisions. However, HubSpot & Jira integration is not only a solution that improves the information flow between Sales and Support teams. In reality, it helps every department - from Support, through Software & Product, up to Marketing. With every team on the same page, a unified workflow is not just a dream - it becomes a reality.

So how to make it happen? Let’s start with a short guide.

How It Works: A 3-Step Guide to Getting Started

Getting up and running is simple. The configuration is centralized and flexible, allowing you to tailor the integration to your exact needs.

Step 1: Establish a Secure Connection

From the app's global configuration page in Jira, you can connect to your HubSpot instance in seconds using a secure, one-time authorization process.

Create a true, bidirectional sync between your tools. This allows your Support team in Jira to see rich customer data from HubSpot, while your Sales team in HubSpot gets real-time visibility into Jira ticket statuses.

Step 2: Customize Your Data View

You have complete control over what your team sees. In the global configuration, you can choose exactly which HubSpot properties to display for Contacts, Companies and Deals. You can show standard fields like "Deal Amount" and "Customer Tier" or display your own HubSpot custom fields. We also fully support HubSpot Custom Objects for businesses on an Enterprise plan.

Tailor the integration to your exact needs. You have granular control to select which HubSpot properties are displayed in Jira for every object type, including standard (Company, Deal, Contact) and even Custom Objects.

Step 3: See HubSpot Data in Jira Live

Once configured, the panel is live. When a customer creates a ticket in your service portal, the app uses their email to automatically pull and display the HubSpot data you’ve selected. There's no extra work for the agent or the customer.

A service agent's view inside Jira Service Management. Instead of a generic ticket, they see a full customer profile with key HubSpot data like “Deal Type” and “Deal Amount”, allowing for instant, data-driven prioritization.

Step 4: Provide Real-Time Visibility in HubSpot

The data flow isn't a one-way street. Once your customer creates a request in Jira Service Management, that information is automatically visible back in your CRM. Your sales team can open any Contact, Company or Deal record in HubSpot and see a dedicated panel listing all associated Jira tickets and their real-time statuses. Best of all, this requires no extra configuration - it works right out of the box, giving your business teams the visibility they need to have proactive, informed conversations with customers.

A sales representative's view in HubSpot. Before a client call, they can instantly check the real-time status of all linked Jira tickets without ever leaving their CRM.

3 Key Benefits for Your Marketplace Business

Based on our own experience and that of our customers, here are the top three advantages:

• Instant Context for Your Support Team
  With the integration, agents no longer have to frantically switch between Jira and HubSpot. So the nightmare of digging through vendor reports to just to get the customer context is officially over. Is it a trial or paid license? What is their hosting type? What is the license size? All of these questions are answered immediately, as the information is right on the work item view. This context is also invaluable for Product Owners who need to understand the users behind the feedback.
• Smoother Customer Experience
  Because your team has the information they need upfront, they don't have to bombard customers with basic questions. Whether it’s about their license details or app version they’re currently using - agents can focus entirely on solving the actual problem. All of this leads to faster resolutions and higher satisfaction - the key factors in trial-to-paid conversions.
• Unified Sales, Support and Product Teams
  The data flow isn't just for Support. Sales team remains in HubSpot and still sees the feed of all Jira work items linked to their accounts. As they are given full visibility into client’s active problems before a renewal call, they can adjust their efforts to the situation. And it’s possible without the need of giving every team member HubSpot or Jira licenses. On top of that, only the selected CRM data can be displayed in work items, as the Jira administrator holds the power and securely controls the customer details.
  This alignment is just the beginning. We've detailed how this principle can be expanded to connect all five of your core teams in our complete Unified Workflow Playbook. Check it and learn how you can easily connect every team, including Marketing and Product!

Get Started Today

Integrating HubSpot and Jira transformed our business by organizing our customer data and dramatically improving our support workflow. We encourage you to try it for yourself.

• Try It Free: Get a full-featured, 30-day free trial from the Atlassian Marketplace.
• Book a Demo: We’ll be happy to organize a short demo and talk about your company’s specific requirements. Schedule a session via Calendly.
• For Partners & Vendors: If you are an Atlassian Partner or Vendor, contact us for a 100% promo code.