Jira

Azure DevOps

Integration

Dr. Martens: Unified Workflow with Jira—DevOps Integration

Dr. Martens consolidated its Technology department workflows by integrating Jira Cloud with ServiceNow and Azure DevOps using Getint. The integration provided almost real-time sync of backlog items, incidents, and development work across platforms, eliminating manual data entry and enabling teams to work seamlessly on the right tool. It was flexible, reliable, and required no ongoing attention.

Find Out how we did it!

Client Overview

Industry:

E-commerce

Consumer Goods

Company size:

Enterprise

Location:

United Kingdom

KEY STAKEHOLDER

Dan Morgan

Global Head of Cloud & Infrastructure at Dr. Martens

Iconic global footwear brand operating across EMEA, Americas, and APAC
Jira Cloud for backlog, ServiceNow for incident/request management, Azure DevOps for code
Faced manual duplication, siloed backlogs, and inconsistent ticket routing
Needed near real-time, bi-directional synchronization across tools
Required no-code, scalable setup managed by internal teams

Scope of Work

Two-Way Tool Integration

Connected Jira Cloud with both ServiceNow and Azure DevOps for seamless data flow.

Backlog & Incident Management Sync

Synced Jira backlog items with incidents from ServiceNow and work items in Azure DevOps.

Flexible Mapping & Rule Setup

Tailored synchronization rules per team using Getint’s no-code UI.

Reliable, Low-Maintenance Operation

Set up once, runs continuously in the background without supervision.

Integration Objective

Dr. Martens wanted to eliminate manual rekeying by creating a single source of truth across backlog, incident, and development systems. The goal was almost real-time visibility and routing of work, while allowing each team to use their preferred tools.

Data Integration Specifics

Issue Types:

Synced work across systems, including:

Jira Backlog Issues ↔ ServiceNow Incidents/Requests
Jira Epics & Stories ↔ Azure DevOps Work Items

Field Mapping:

Mapped attributes included:

Summary, Status
Comments, Attachments
Fields like priority, assignee, and custom metadata

Scripting and Custom Development Support

All setup was managed via no-code UI; support assisted in configuring edge-case team rules.

Success Metrics

The integration’s success was defined by

Agile Mindset Delivered
Teams focused on delivery without rekeying data.
Unified Backlogs
Visible backlog across teams, aiding prioritization.
Operational Confidence
Integration “just runs”—no maintenance needed.
Organizational Trust
“Reliable enough that we don’t have to worry about it.”

Vendor Selection Process

Dr. Martens selected Getint from the Atlassian Marketplace based on its ability to support all necessary tools, rapid UI-based setup, flexible sync rules, and trusted vendor support—delivering confidence in long-term reliability.

Why Getint Stood Out?

During the vendor selection process, Getint emerged as the preferred choice due to:

Built-in Integration

No need for an external hub, ensuring easier maintenance

User-Friendly Interface

Accessible for standard Jira administrators, with straightforward configuration

Reliability and Low Maintenance

Set-and-forget functionality

Cost-Effectiveness

Balanced pricing for the value delivered

Responsive Support

Prompt and effective assistance during setup and troubleshooting

800 000 +

Active Users

5 000 +

Installations

3.8 / 4

Rating

7 mln

Integrations Daily

Our Certifications

What We Accomplished

Near Real-Time Integration Across Three Systems

Linked Jira, ServiceNow, and Azure DevOps seamlessly.

Team-Specific Backlog Routing

Configured dynamic sync based on assignment group and tool usage.

True No-Maintenance Integration

Once configured, the integration ran trouble-free.

Backlog Visibility & Efficiency Gains

Achieved unified task management and operational speed.

What Key Stakeholder Say

“GetInt makes our Technology teams much more efficient by integrating our core tools. It is flexible enough to enable teams to work as they need to and reliable enough that we don’t have to worry about it.”

Dan Morgan

Global Head of Cloud & Infrastructure at Dr. Martens

Conclusion

Getint helped Dr. Martens achieve unified workflow by integrating backlog, incident, and development systems across their Tech department.

By choosing a flexible, no-code, reliable integration platform, they enabled agility, visibility, and peace of mind for global operations.

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Frequently asked questions

Have questions? 
We've got you!

Our comprehensive FAQ section addresses the most common inquiries about our integrations, setup process, pricing, and more - making it easy to find the answers you need quickly.

Can Getint sync Jira with both ServiceNow and Azure DevOps?

Yes—Getint connected Jira Cloud with both platforms simultaneously.

Will backlog and incident data both sync?

Yes—Jira backlog issues and ServiceNow incidents flow bi-directionally.

Does Getint integrations support attachments and comments?

Yes—full sync of comments and attachments was achieved.

Was coding required?

No—the entire integration was configured using no-code UI.

Is the integration low-maintenance?

Yes—according to Dan, it “runs seamlessly in the background” without ongoing oversight.

Experience a smarter way to integrate & synchronize.

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