Building Dock: How we became a revenue enablement platform
Tue Feb 03 2026
We're finally back with a new season of Grow & Tell after taking most of 2025 off to focus on building Dock.
We're re-launching with a new format: half interviews with enablement and go-to-market leaders, half conversations between Alex Kracov, CEO of Dock, and Eric Doty, Head of Marketing, about what it's really like to build a B2B SaaS company from the ground up.
In this first episode back, we walk through Dock's entire journey so far—from Alex's initial experiments with a Webflow microsite at Lattice to today's bet on becoming an AI revenue enablement platform. It's a candid look at the pivots, mistakes, and market signals that shaped the company.
We discussed:
How Alex got the idea for Dock after noticing sales reps couldn't share content effectively at LatticeWhy we initially tried to build for every B2B relationship (data rooms, agencies, recruiting) before narrowing to sales and onboardingHow focusing on enablement leaders as the ICP simplified everything—sales, product, customer successWhy we shifted from a product-led growth motion to a hybrid sales-led approachWhat makes legacy enablement platforms vulnerable, and how AI has leveled the playing field for startupsThe content flywheel strategy behind relaunching the podcastEnjoy the show!
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We're finally back with a new season of Grow & Tell after taking most of 2025 off to focus on building Dock. We're re-launching with a new format: half interviews with enablement and go-to-market leaders, half conversations between Alex Kracov, CEO of Dock, and Eric Doty, Head of Marketing, about what it's really like to build a B2B SaaS company from the ground up. In this first episode back, we walk through Dock's entire journey so far—from Alex's initial experiments with a Webflow microsite at Lattice to today's bet on becoming an AI revenue enablement platform. It's a candid look at the pivots, mistakes, and market signals that shaped the company. We discussed: How Alex got the idea for Dock after noticing sales reps couldn't share content effectively at LatticeWhy we initially tried to build for every B2B relationship (data rooms, agencies, recruiting) before narrowing to sales and onboardingHow focusing on enablement leaders as the ICP simplified everything—sales, product, customer successWhy we shifted from a product-led growth motion to a hybrid sales-led approachWhat makes legacy enablement platforms vulnerable, and how AI has leveled the playing field for startupsThe content flywheel strategy behind relaunching the podcastEnjoy the show!