WorkStory, founded in 2019, is an HR technology platform for feedback, goal tracking, performance reviews, and people analytics.
WorkStory had a strong product but almost no market visibility and no reliable way to generate pipeline. Their small, bootstrapped team could not consistently reach HR and People Ops leaders, leaving revenue growth dependent on sporadic inbound and referrals.
StoryGen’s GTM Engineering Team reframed WorkStory’s offering around the problems HR leaders actually feel every day: low manager adoption, fragmented feedback, and performance cycles that collapse into once-a-year compliance exercises.
We understood that ICP accounts were fast growing, hybrid organization with manager enablement and engagement gaps, then targeted HR and People Ops leaders within these accounts, alongside the business leaders who experienced those gaps firsthand. We quickly built a multichannel BDR team, whose outreach approach was timed to real buying triggers like performance review cycles, headcount growth, and leadership changes, with conversations centered on diagnosing why their current systems were failing and how to move to a weekly, adoption-driven feedback cadence.
StoryGen’s BDR team created WorkStory’s first true go-to-market engine:
Finally, after six long years, WorkStory has its first forecastable, repeatable pipeline and is able to move from opportunistic selling to real sustainable growth.