Project Overview

We partnered with Mercell (mercell.com) to deliver a sophisticated, privacy-safe integration between Jira and HubSpot. The project centered on bridging the gap between Support (Jira) and Customer Success (HubSpot) while adhering to strict GDPR requirements for 26,000 customers. By implementing a metadata-only sync via Make.com, we enabled full account visibility without the legal burden of processing personal data.

The Challenges

• Fragmented Visibility & Siloed Teams: Customer Success (CS) and Sales had no visibility into Support activity without logging into Jira. This caused a mismatch between systems, leading to poor reporting and a lack of trust in data.

• Privacy & Regulatory Constraints: Syncing personal data (names, emails, phone numbers) would have required sub-processor notifications to 26,000 Mercell customers. The business needed a way to sync data without triggering these legal requirements or updating privacy policies.

System Misalignment: Jira’s "Organization" field was inconsistent, with users typing manual entries. This made it impossible to reliably link Jira tickets to HubSpot companies for account health reporting.

The Improvements

1. Automated Account Visibility (95% Match Rate)

We solved the company association challenge by building a custom domain extraction algorithm. This extracts the domain from the reporter's email in Jira and matches it to HubSpot companies automatically. This achieved a 95% automatic matching rate, providing a clear link between support friction and account health.

2. Zero Privacy Friction

By designing a metadata-only sync, we ensured that no personal data (PII) is processed by Make.com.

• 0 sub-processor notifications required for the 26,000-customer base.

• 0 privacy policy updates needed.

• 100% approval from Mercell’s Privacy Officer.

3. Real-Time Operational Intelligence

We deployed a Jira Support Executive Dashboard that serves as the single source of truth for support demand.

• SLA Health Tracking: Real-time visibility into "Time to First Response" and "Time to Resolution" directly in HubSpot.

• Global Routing: Automated routing logic across 30 countries and 30 Jira projects, ensuring data lands in the right pipeline for the right team.

Improved CS Response: CS managers can now view ticket history, status, and priority directly on the HubSpot Company record, clicking a direct link to Jira only when they need deeper context.