What is a CRM inside Jira?

A CRM inside Jira keeps deals, accounts and contacts in your Jira Cloud site. Sales then works in the same place as support, product and engineering. Ask each vendor whether those records are Jira work items or records in the app's own storage. Work items get Jira search, permissions and dashboards with nothing extra to set up.

What should we ask in a CRM demo?

Ask where deals, accounts and contacts are stored, and whether Jira search and permissions apply to them. Ask for a look at the renewal value on a Jira work item, from a support agent's view. Ask how customer email reaches the deal and what the app costs per Jira user. Ask what stays in Jira if you uninstall.

Ways to run a CRM with Jira

Gambit is a CRM that runs inside Jira Cloud, the third way. Its deals, accounts and contacts are Jira work items on your own site.

Build your own CRM from Jira spaces and fields

A Jira admin creates a space for sales, with work types for deals, accounts and contacts. Reps then work in Jira the way engineers do, with no new vendor to review or pay.

Settle these before you build:

Decide who changes the workflow and fields when sales changes its stages.
Decide how customer email reaches the deal, and who files it.
Check how a pipeline total treats deals that some people can't open.
Check where a support engineer sees a customer's renewal date on a bug.

Keep a separate CRM and connect it to Jira

Sales stays in the CRM it uses today. A connector or integration app copies chosen CRM fields onto Jira work items, or links records between the two.

In the demo:

Ask which fields sync, in which direction, and how often.
Ask whose permissions apply when a Jira user opens CRM data.
Ask them to show where the renewal value appears for a support agent on a Jira work item.
Ask what stays in Jira if you stop paying for the CRM or the connector.

Compare Gambit with a separate CRM beside Jira.

Install a CRM app built on Atlassian Forge

Forge is Atlassian's platform for building cloud apps. A CRM app built on Forge installs from the Atlassian Marketplace into your Jira Cloud site. Gambit is one of these apps, and other vendors build them too.

Start the demo with where the records live:

Ask whether deals, accounts and contacts are Jira work items or records in the app's own storage.
Ask them to search for a deal with JQL, then put a pipeline report on a Jira dashboard.
Ask whether the Jira permissions your site already has apply to each record.
Ask whether the app's code and data stay on Atlassian's platform, or reach the vendor's own servers.
Ask where the AI runs, and whether customer data is used to train a model.
Ask what the app costs on a site where most users are engineers.
Ask what stays in Jira after you uninstall the app.

How Gambit answers the same demo questions

Gambit's answers to the demo questions
Question	Gambit
Where deals are kept	Deals, accounts, contacts, email threads and meetings are Jira work items, in three company-managed spaces.
Search, permissions and dashboards	Find them with JQL, under the permissions your site already has. Put a report or a saved list on classic or new Jira dashboards. Each person sees only what their own permissions allow.
Where code and data stay	Its code, your records and its AI stay on Atlassian's Forge platform. Mail Sync reaches Google or Microsoft only for the mailboxes your organization connects. Pseudonymous usage analytics go to PostHog, and error reports to Sentry, both in the US. They carry no names, email addresses, record content or prompts, and an admin can switch them off. See the subprocessor list.
Where the AI runs	On models hosted by Atlassian. It reads only what the person asking can open, and your data isn't used to train models.
Changes made by AI	Not on its own. A person accepts each change, and can Undo it.
Who changes the stages	Add a stage to the pipeline workflow in Jira, and it shows as an open column marked "Needs setup". It stays that way until a Gambit admin says what kind of stage it is.
Email on the deal	Gambit Mail Sync, a separate app, puts customer email on the right account and deal by itself, with no BCC. Capture needs a paid Gambit plan. Microsoft 365 users connect their own mailbox wherever their IT allows it, or IT connects everyone; Google Workspace capture is connected by the IT admin; capture is labelled beta; personal Gmail opens after Google's review, with a waitlist.
Totals	Each total counts the records that belong in it, or says what it leaves out. For example: "This excludes 3 deals you can't open".
What support and engineering get	On a P1 incident, or a software or service work item, people see the customers it affects by name. They also see each one's ARR, open deals and renewals due in 60 days.
Seats for support agents	No separate seat to buy. The price already covers each user on your Jira site, support agents included.
Revenue in Jira search	Linked work items carry a Revenue impact field. Search and filter on it in JQL, and sort a search by revenue at stake.
Price	Free on Jira sites of up to 10 users. Priced on every user of your Jira site. Standard is $2.50 per user a month for 11 to 100 users, lower above that, billed by Atlassian. On annual billing, a 100-user site pays $2,500 a year; a 300-user site, $3,775. Mail Sync costs $0.25 per user a month for 11 to 100 users, less above that.
Moving in	Import exports from Salesforce, HubSpot or Pipedrive, or a spreadsheet. A dry run comes before anything is created, and an import can be undone for 14 days.
Uninstall	Deals, accounts, contacts and email stay in Jira as work items. Indexes and AI working state go, except what the nightly Archive item keeps. Values in Gambit's four fields (Account, People, Revenue impact and Health) return only on a reinstall within 30 days. The Account key stays on each work item.
Jira plans	Works on Jira Cloud's Free, Standard, Premium and Enterprise plans. On Jira Free, everyone on the site sees every record; private deals need Jira Standard or above.

Choose by who needs the customer on their work

Build it in Jira when a few people sell, and your admin has time for fields, reports and email filing. Keep a separate CRM when sales is settled there and only a few fields need to reach Jira. Choose a CRM app inside Jira when support, product and engineering need customers and revenue on their work items.

Ask for a demo on your own pipeline, or install Gambit on your Jira site.