People.ai
Captures every sales touch automatically, then tells you which deals are slipping
What is People.ai?
People.ai rebranded to Backstory in 2025 and now operates at backstory.ai. The platform automatically captures sales activity (emails, meetings, calls, chats) across the org without rep data entry, then analyzes it against deal history to flag risk, coaching gaps, and pipeline issues. Built for CROs and VPs of Sales at companies large enough that manual CRM hygiene has collapsed; works across Salesforce, Microsoft Dynamics, Oracle, Gmail, and Outlook with a 2-4 week deployment.
CRM, sales, marketing, and revenue platforms used to manage leads, pipelines, and follow-up.
See the full CRM & Sales guide to compare more tools, buyer criteria, and related workflows.
Use cases to evaluate
Auto-capturing rep activity without forcing manual CRM logging
Identifying multi-threading gaps and stakeholder coverage on deals
Surfacing forecast risk based on engagement patterns
Backfilling 2 years of historical activity for new platform rollouts
Fit to evaluate
Enterprise CROs at 100+ rep sales orgs
RevOps teams fixing chronic CRM hygiene problems
Sales leaders needing engagement data without rep behavior change
Companies running Salesforce or Microsoft Dynamics with poor data discipline
Business fit
Right for you if your reps don't log activity in CRM and your forecast is built on lies. Skip if you have fewer than 50 reps or if your CRM hygiene is already strong, because the unique value here is automated capture at scale. Often deployed alongside Gong (conversations) and a sales engagement tool, rather than replacing them. The 2-year historical backfill at setup is a genuinely useful differentiator.
How to evaluate People.ai
Use this category when missed follow-up, scattered lead data, or inconsistent sales process is limiting growth.
Confirm the exact workflow
Map People.ai to one concrete workflow first, such as auto-capturing rep activity without forcing manual crm logging. Avoid buying before the owner, trigger, output, and success metric are clear.
Check category fit
Compare pipeline visibility, contact data quality, and follow-up automation.
Compare practical alternatives
Shortlist People.ai against GoHighLevel, HubSpot, Salesforce so the decision is based on fit, effort, and workflow ownership rather than brand recognition alone.
Validate cost and rollout effort
Contact sales only - no public pricing on the new Backstory site. Requires demo request. Historically positioned as an enterprise platform with six-figure annual contracts; pricing under the Backstory rebrand has not been publicly disclosed. Also confirm implementation time, support needs, and whether the medium setup matches your team.
Compare People.ai with alternatives
Use this quick comparison before booking demos or moving data into a new system.
| Primary workflow | Auto-capturing rep activity without forcing manual CRM logging, Identifying multi-threading gaps and stakeholder coverage on deals |
|---|---|
| Best-fit team | Enterprise CROs at 100+ rep sales orgs, RevOps teams fixing chronic CRM hygiene problems |
| Implementation effort | Medium setup and maintenance profile |
| Pricing check | Contact sales |
| Closest alternatives | GoHighLevelHubSpotSalesforcePipedrive |
People.ai pricing
| Model | Contact sales |
|---|---|
| Snapshot | Contact sales only - no public pricing on the new Backstory site. Requires demo request. Historically positioned as an enterprise platform with six-figure annual contracts; pricing under the Backstory rebrand has not been publicly disclosed. |
| Checked |
Common questions about People.ai
What is People.ai?
People.ai rebranded to Backstory in 2025 and now operates at backstory.ai. The platform automatically captures sales activity (emails, meetings, calls, chats) across the org without rep data entry, then analyzes it against deal history to flag risk, coaching gaps, and pipeline issues. Built for CROs and VPs of Sales at companies large enough that manual CRM hygiene has collapsed; works across Salesforce, Microsoft Dynamics, Oracle, Gmail, and Outlook with a 2-4 week deployment.
What is People.ai used for?
Common use cases: Auto-capturing rep activity without forcing manual CRM logging; Identifying multi-threading gaps and stakeholder coverage on deals; Surfacing forecast risk based on engagement patterns; Backfilling 2 years of historical activity for new platform rollouts.
How much does People.ai cost?
Contact sales only - no public pricing on the new Backstory site. Requires demo request. Historically positioned as an enterprise platform with six-figure annual contracts; pricing under the Backstory rebrand has not been publicly disclosed.
Who is People.ai best for?
People.ai fits Enterprise CROs at 100+ rep sales orgs, RevOps teams fixing chronic CRM hygiene problems, Sales leaders needing engagement data without rep behavior change, Companies running Salesforce or Microsoft Dynamics with poor data discipline. Right for you if your reps don't log activity in CRM and your forecast is built on lies. Skip if you have fewer than 50 reps or if your CRM hygiene is already strong, because the unique value here is automated capture at scale. Often deployed alongside Gong (conversations) and a sales engagement tool, rather than replacing them. The 2-year historical backfill at setup is a genuinely useful differentiator.
What are alternatives to People.ai?
Common alternatives to People.ai include GoHighLevel, HubSpot, Salesforce, Pipedrive, Keap, Artisan.