There were always these horror stories about WCW's booking/writing, and a lot of tension between building new stars and catering to the old established ones. Kevin Nash was in charge for a while, which was a big conflict of interest and he didn't do a great job. They had already fallen behind when they brought in Russo, who tried to do a big "shoot" storyline that both put him on camera and spelled out the young guys vs. old guys feud.
The WWF was sort of blessed that all their big names got signed away so they had free reign to build up Austin/Rock/Foley/HHH/etc.
You know what I miss about WCW from the mid-late 90's, though? Random-ass Thunder matches. They had signed so many wrestlers and were sloppy enough about writing that you had a lot of good wrasslers on the midcard with no real storylines. So you'd get Norman Smiley and Alex Wright getting 13 minutes to do their thing, and working in a real fun wristlock reversal sequence or something. Just fun, contextless fake fighting.