What We Do
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Turn founder-led sales into a repeatable system.
We build the sales engine that a team can run without you.
Hello and welcome to StoryForm Labs
At StoryForm Labs, we believe a clear, compelling sales narrative is the foundation of every scalable business. Many founders we meet are stuck at the same place: they’ve built a great business, but are still the only one who can close new clients. Growth stalls not because the market isn’t there, but because the founder is doing 100% of the selling.
I’ve seen this across my career in investment banking, leading sales teams, and running demand generation. Founders hit a ceiling, and decide it’s time to hire their first AE or sales leader. But without a system in place, that hire is set up to fail. They can’t replicate the founder’s pitch, they struggle to convert leads, and the company burns time, cash, and confidence. It ends in missed targets, burned runway, and difficult layoffs.
That’s why I started StoryForm Labs.
We help founders turn their instinct-driven pitch into a clear narrative, a structured process, and a system reps can successfully follow. When the story and process are in place, hiring becomes safe, growth becomes predictable, and the founder finally gets out of the sales seat.
Each month, we partner with a small number of early-stage founders to build a sales machine that wins new clients, without them needing to be the one who closes the deals.
If you’re feeling that ceiling, and you’re ready to scale without risking another failed hire, we’d love to help.
Book a strategy call with me.
Ian Adams
Founder, StoryForm Labs
Can you teach a sales rep to close deals like you do?
Today: Founder-Led Sales
  • Founder closes nearly every deal
  • Pitch lives in the founder's head
  • Missed leads, inconsistent calls
  • Growth capped at the founder's capacity
  • Low exit value - too reliant on the founder
Tomorrow: Repeatable Sales System
  • Clear narrative anyone can deliver
  • Structured sales process reps can follow
  • Leads handled with consistency
  • Growth becomes reliable and scalable
  • Premium valuation - fully transferable engine
This is the path from ceiling → scale.
We follow a proven process to design you a repeatable sales system
Design
Clarify your narrative. Define who you sell to and why you win.
Build
Turn the narrative into assets, scripts, and a repeatable sales playbook.
Validate
Pressure-test the system with real conversations and tighten what works.
Scale
Hire with confidence and run a sales engine that no longer depends on you.
Build a sales engine that powers
revenue growth year after year
We apply proven GTM frameworks and operational rigor used by high-performing B2B teams - and tailor them to early-stage founders who need clarity, confidence, and consistency.
"We are finally crystal clear on who we serve and how we sell to them. For the first time, our entire sales process is mapped, visual, and intentional. I can finally focus more on product. "
— Gunnar Pope, Founder, BitStory.ai
"StoryForm Labs built a complete, scalable sales system - from onboarding to battlecards to process docs -that our team can execute with clarity and confidence."
— Chris Lauer, CRO, Cypress.io
"Ian helped us articulate a sales narrative that resonates with the clients we want to work with. It gives us a stronger, more confident message in the market."
— Chris Daniello, Founder, Revenu Factor
Our work drives metrics that matter
50%
Increase in new business revenue growth.
75%
Increase in MQL → Closed-Won conversion.
$100K
Saved by avoiding failed AE or sales leader hires.
Results vary based on each business's unique circumstances.
A faster, more affordable path to repeatable sales than a Fractional CRO

We deliver better results at a lower cost by combining proven GTM frameworks with AI-driven market research to accelerate the path to a repeatable system.
Your story is your growth engine.
Reserve your spot.
Limited capacity. Schedule a 15-minute call to get started.
Frequently Asked Questions (FAQs)
How fast can you help me get out of the sales seat?
It depends, and we won't know with certainty until we complete the diagnostic. Month 1 is a deep dive into your business, current sales process, messaging, assets, market, competitors, who you sell to, and why you win. This produces a blueprint showing exactly where you are today and what your sales system needs to become repeatable. Getting this right matters far more than rushing ahead, hiring too early, and restarting 16 months later with less cash and lower morale.
What exactly do you build and will it truly be repeatable?
Our work isn't project-based. Once we complete your diagnostic in Month 1, we decide together what we prioritize each month based on your business needs. Deliverables may include your full sales narrative, pitch deck, outbound messaging, training materials, sales process mapping, case studies, hiring plans, or anything else required to complete your sales system and make it fully repeatable.
Why should I hire you instead of a fractional CRO?
StoryForm Labs builds the system you need at your stage. Fractional CROs are expensive ($12K–$20K/mo), require long-term commitments, and assume a system already exists. StoryForm Labs builds both the strategy and the system - narrative, assets, and process at a fraction of the cost, with no long-term contract.
How do I know this will work for my business?
I combine operator experience with AI-driven research to quickly understand your business, your market, and your competitors. Then I apply proven frameworks and validate everything through real conversations until it works. The process is collaborative, transparent, and tailored to how you actually sell - producing a system that's tested and ready for your first hire.
Book your strategy call
Let's talk for 15 minutes to see what we can do.
Let's Connect
Ian Adams | Founder, StoryForm Labs