The Unified Workflow (3/5): Give Your Dev Team Full Customer Context from HubSpot in Jira

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This is Part 3 of our "Unified Workflow" series. Let's recap:

• In Part 1, our Service Agent, Ann, captured a feature request from a Premium customer.

• In Part 2, our Product Owner, Paul, turned it into a data-rich Idea in Jira Product Discovery.

Now, how does this work get to the Development team with its context intact? And what about urgent, unplanned bugs from that same key customer? Let's look at two critical paths for developer empowerment.

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TL;DR

• Challenge: Developers work on features and bugs without knowing which or how many customers are affected, leading to misaligned priorities.

• Solution: Provide customer context from HubSpot on dev tickets via 1) Manual selection by the PO for planned features, and 2) Manual creation of bugs by Service Agents, with the ability to link multiple affected customers to a single ticket.

• Benefit: The dev team can instantly see which work is for priority customers, enabling better backlog refinement and sprint planning based on real customer impact.

• Products: Jira, HubSpot, HubSpot CRM Integration for Jira

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Path 1: The Planned Feature Request

Meet Paul, the Product Owner. He has decided the feature requested by "VIP Solutions" is a top priority.

Step 1: Create the Work Item and Add Context

Paul creates a new 'Story' in the development team's Jira Software project. When he does, he uses our app's custom field, "Company". He simply starts typing "Appsvio", selects the company from the list populated by HubSpot, and fills in the rest of the technical details.

When creating a new development task, the Product Owner can use the “Company” custom field to directly search and select the customer from HubSpot.

Step 2: Link for Traceability

For a complete picture, Paul then links this new Story back to the original Idea in Jira Product Discovery and the first Jira Service Management request. Now, anyone can trace the work from start to finish.

Path 2: The Urgent Bug Report

Later that week, the same customer submits a new ticket: "Critical error when saving a template".

Step 1: The Service Desk Creates a Bug Manually

Ann, the service agent, sees the new ticket. The HubSpot panel instantly tells her it's from a Premium customer. She decides to create a new 'Bug' directly in the development team's project.

Step 2: Add Customer Context on Creation

On the 'Create Issue' screen, Ann uses the “Affected Companies" custom field. She selects "Appsvio" and submits the bug, ensuring the dev team immediately has the context.

Step 3: Aggregate Multiple Customers on One Ticket

A day later, another company reports the same bug. Ann doesn't need to create a duplicate ticket. She finds the existing bug and simply edits the “Affected Companies” field, adding the new company. Because the field is a multiselect, one ticket can now track every customer affected by the same issue.

The Jira work item view for a bug, highlighting the “Affected companies” field showing multiple customers ("Appsvio," "Global Corp") linked to the same ticket.

The result?

Whether it's a planned feature from Paul or an urgent bug from Ann, the development team is never in the dark. Better yet, for bugs, they can now see every single affected customer listed on one ticket. This transforms prioritization: a bug affecting one small customer is important, but a bug affecting three Premium customers is an immediate all-hands-on-deck situation. Their backlog refinement is now fully aligned with real-time customer impact.

So, the dev team is hard at work. But what about the Sales team? Are they aware of all this progress? That's our next article!

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To see how this connects all five teams, join our live webinar!

Register here 👉 https://streamyard.com/watch/wYx99YKZ8FaK