Link or Create and Link HubSpot Object

Extended Use Case

Ensure a Deal always exists for revenue-impacting work

A Product team creates Jira issues tied to enterprise feature requests.

Sometimes:

• The Deal already exists in HubSpot → it should be linked.

• Sometimes the Deal hasn’t been created yet → it must be generated.

Without this hybrid logic:

• Either duplicates are created

• Or issues remain unlinked

• Or someone manually creates CRM records later

This rule guarantees a HubSpot object always exists, but avoids duplication.

Automation Setup

A. Create the Action Rule in HubSpot for Jira Configuration

1. Create New Action Rule → Action = Link or Create and Link HubSpot Object → pick Jira Project. 

2. Select the HubSpot object (e.g., Deal or Ticket).

3. Configure mappings in two ways:

   • Find logic: map Jira field → HubSpot identifier property (Deal Name/Ticket Name/etc.). 

     • Map the identifier field correctly (this is crucial):

       • Contact identifier = Email

       • Company identifier = Company Name

       • Deal identifier = Deal Name

       • Ticket identifier = Ticket Name 

   • Create logic: map Jira fields into the properties you want populated when a new object is created (name, description, priority, pipeline/stage, etc.).

4. Save → copy token. 

B. Create the Jira Automation rule

5. In Jira, create a new Automation rule with an Issue trigger (e.g., Work item created). 

6. Add action Send web request and fill in exactly:

• URL: https://embed-j-hubspot.resolution-cloud.com/api/automation/hubspot-for-jira 

• Body: Issue data – Automation format 

• Header: authorization = Bearer <token> (token from step A4) 

7. Turn on the Jira rule. 

C. Activate in HubSpot for Jira

8. Activate the Action Rule in HubSpot for Jira.

Outcome

• No duplicates

• Guaranteed CRM connection

• Revenue-linked prioritization becomes possible

• Sales and Engineering stay aligned automatically

This is often the most strategic automation.