Empowering product and support teams with customer and revenue insight
Partnering with a leading API orchestration platform provider to migrate from Zendesk and Airtable to Jira Product Discovery and Jira Service Management, with a Salesforce integration for Customer Service Management.
About the client
A leading API platform company in North America needed to modernise its service management and product discovery processes. With over 40,000 external customers and multiple internal teams relying on fragmented systems, they sought to consolidate tools, improve visibility, and align customer service and product development with sales data.
The challenge
The organisation was managing external customers across four different systems: Zendesk, Airtable, Jira, and Salesforce. None of these platforms communicated with one another, creating silos that left teams without visibility into critical information.
Product management lacked the ability to prioritise features effectively, as they had no access to account or revenue data tied to requests. This meant they were often working blind when deciding which enhancements mattered most.
Sales teams also faced difficulties. Without a clear way to track requests or understand their status, important opportunities were lost—particularly when requests from high-value customers were overlooked or fell between systems.
Requirements at a glance
Tracking requests & custom SLAs based on Salesforce data
Ensuring service-level agreements could be tailored by customer type and entitlement level.
Prioritisation by account type & revenue
Enabling product management to use Salesforce opportunity data to guide development.
Flexible submission channels for internal and external users
Supporting intake via Refined portals, native JSM, and Salesforce, while maintaining a seamless experience for over 40,000 customers.
Our approach
Our experts rationalised the client’s IT landscape by consolidating service, product, and sales processes into the Atlassian platforms - JSM, JPD, Assets, and Jira. The approach centred on deep integration and migration, ensuring all teams could operate from a single source of truth.
Migrations
- Zendesk to Jira Service Management (JSM) – recreated request types with a Refined portal experience, while adding automations for routing, escalations, and communications.
- Airtable to Jira Product Discovery (JPD) – transferred product request data, ensuring continuity for product teams.
Integrations
- Salesforce integrations
- Salesforce Connector for Jira: enabled JSM support tickets to be created directly from Salesforce opportunities, enriching them with opportunity data, which includes; paid tier of customer, customer name, and dollar amount of the customer opportunity within Salesforce.
- ScriptRunner Connect: synced Salesforce accounts into JSM as organisations (with entitlement data in Assets), and imported contacts as JSM customers.
- JSM and JPD integration
- A custom ScriptRunner Connect solution ensured that linked JSM tickets and JPD ideas displayed associated accounts and total opportunity values, allowing prioritisation by customer and revenue.
- Engineering issue due dates flowed back into JPD and JSM, while roadmap updates were synced back into Salesforce.
- Other integrations
- PagerDuty for alerting.
- SimpleSat for tailored CSAT surveys.
- Knowledge articles were linked to tickets automatically through a custom script.
Delivery approach
A highly agile methodology was used to manage evolving requirements and dependencies. The project began with discovery and backlog creation in Jira, followed by backlog refinement calls, sprint-based delivery, and backlog reviews with user acceptance testing. JSM was delivered first, followed by JPD in the second phase.
The results
The project delivered a fully integrated, scalable service and product management solution aligned with sales.
Highly flexible intake channels
Support and enhancement requests can now be submitted through multiple channels—JSM portals, Refined portals, or Salesforce—with all requests enriched by Salesforce data and routed automatically to the right teams.
Seamless Salesforce-Atlassian integration
Salesforce data is visible in JSM without requiring additional Salesforce licences. Requests flow bi-directionally between Salesforce, JSM, JPD, and Jira Software, ensuring roadmap and delivery visibility across teams.
Improved prioritisation and visibility
Product management now prioritises features based on account type, the paying tier of the account, and the dollar amount of any open opportunities within Salesforce associated with those accounts. Sales teams can see the status of customer requests and upcoming feature releases, helping them close deals. Engineering has full visibility of incoming requests and can link work directly to the customer and revenue impact. Support can now prioritise their support requests based on the account type and tier, which directly affected SLAs. Customers benefit from clear visibility into their submitted requests.
Cost savings
By eliminating Zendesk, Airtable, and unnecessary Salesforce licences, the organisation reduced software costs. They also cut the cost of context-switching and manual effort previously required to track updates across multiple systems.