If your backlog is currently prioritized by urgency, noise, or whoever shouts the loudest, you’re not alone.
In our latest webinar, we explored how to make prioritization revenue-aware by embedding HubSpot CRM context directly inside Jira. The goal? Help product and engineering teams prioritize based on real commercial impact – while giving sales the visibility they need without constant status chasing.
This session was hosted by Frederike Häusel (Partner & Customer Success Manager) and Christiaan Joubert (Marketing Specialist & Product Owner, HubSpot Apps) at re:solution.
Let’s break down the key insights.
The Problem: Prioritization Without Commercial Context
Most teams prioritize based on:
- Urgency
- Escalation pressure
- The loudest internal stakeholder
But what’s often missing?
The pipeline value behind a bug
The deal stage at risk
The number of affected customers
The strategic importance of an account
Meanwhile, sales keeps asking:
“Is this being worked on?”
“When will it be ready?”
“Can I update the customer?”
The result: context switching, Slack pings, emails, and unnecessary friction.
What Is Revenue-Aware Prioritization?
Revenue-aware prioritization does not mean engineering becomes sales-driven.
It means teams get the right information to make smart trade-offs.
We defined three prioritization signals:
Severity / Customer Impact
Operational / Technical Risk
Commercial Impact (Pipeline Amount, Deal Stage, Strategic Account)
The third signal is what we bring into Jira using the HubSpot for Jira integration.
When all three signals are visible directly inside a Jira work item, guesswork disappears.
Live Demo Highlights: Linking HubSpot to Jira
Using Jira and HubSpot, we demonstrated how to:
Link CRM Objects to a Jira Work Item
Inside a Jira bug ticket, we:
Linked a Company
Linked relevant Contacts
Linked one or more Deals
This allows engineers to see:
Associated deal amount
Deal stage (e.g., Contract Sent, Renewal, Expansion)
Contact details
Account owner
All without leaving Jira.
Understand Multi-Opportunity Impact
A key insight from the demo:
One bug can block multiple opportunities. When multiple deals are linked to a single Jira issue, engineers immediately see the broader impact.
Instead of: “This affects one customer.”
It becomes: “This blocks three expansion deals worth six figures.”
That changes prioritization instantly.
Bi-Directional Visibility
Once linked:
Sales sees the Jira issue directly inside the HubSpot deal.
Engineers see the commercial context inside Jira.
Comments sync across systems.
Both teams stay aligned.
Fewer Slack pings.
Fewer “Any update?” messages.
More self-service visibility.
Automation: Making It Scalable
Manual linking is powerful, but automation is where things really scale.
Using Jira automation and the app configuration inside HubSpot for Jira, we showed how to:
Automatically find and link a HubSpot company when a Jira issue is created.
Trigger linking based on a custom field (e.g., Company Name).
Create, link, unlink, or notify based on workflow changes.
Recommended Rollout Phases
Phase 1 (Week 1): Visibility
Enable manual linking.
Train PMs, RevOps, and Sales Engineers.
Align on when to link vs. create.
Phase 2 (Weeks 2–3): Standardization
Introduce minimum linking rules.
Add lightweight required fields (e.g., Company Name).
Keep it simple.
Phase 3 (Week 4+): Automation
Start with automatic company linking.
Only then consider auto-creation (with governance).
Define ownership clearly.
Governance & Best Practices
To avoid common pitfalls:
❌ Don’t over-engineer field mappings
❌ Don’t force perfection
❌ Don’t allow uncontrolled object creation
✅ Start small and expand
✅ Define linking ownership
✅ Keep GDPR in mind
Adoption beats perfection.
What Teams Gain
Product
Prioritization signals without opening HubSpot
Less context switching
Fewer vague escalations
Engineering
Clear commercial impact
Data-driven prioritization
Calmer, less political backlog discussions
Sales
Real-time visibility
Deal-level transparency
Fewer status pings
The Key Takeaway
Revenue-aware prioritization isn’t sales control.
It’s better context.
By embedding HubSpot deals, companies, and contacts directly into Jira, teams prioritize with clarity instead of noise.
And when automation reduces the manual effort, alignment becomes scalable.
Try It Yourself
You can explore the app on the Atlassian Marketplace:
HubSpot for Jira
If you’d like a tailored demo for your specific use case, our team is always happy to help.
If you’re building tighter alignment between Sales and Engineering, this is one of the highest-impact integrations you can implement.
Let us know if you’d like help creating internal rollout materials, sales messaging, or a LinkedIn campaign to promote this feature.
