Signals over Spreadsheets – How Workwize Built Smarter Sales Pipelin

In this episode of The Insiders, André Stoorvogel (Head of Demand Generation, Workwize) joins Richard Lane (Co-founder, durhamlane) to unpack how Workwize flipped its go-to-market motion - turning data and intent signals into meaningful conversations (and inbound growth that stuck).

André’s story is a masterclass in focus. He explains how a simple pivot - from HR to IT - transformed Workwize’s revenue engine, taking inbound from 5% to 85%.

The secret? Start at the bottom of the funnel, act on buyer intent, and never lose the human touch - even when AI is doing the heavy lifting.

If you’re leading marketing, demand gen or revenue teams and want to know how to build smarter, warmer pipelines… this one’s for you!