Building Dock: How we became a revenue enablement platform

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 Lattice
• Why we initially tried to build for every B2B relationship (data rooms, agencies, recruiting) before narrowing to sales and onboarding
• How focusing on enablement leaders as the ICP simplified everything—sales, product, customer success
• Why we shifted from a product-led growth motion to a hybrid sales-led approach
• What makes legacy enablement platforms vulnerable, and how AI has leveled the playing field for startups
• The content flywheel strategy behind relaunching the podcast

Enjoy the show!