How Dock built a collaborative workspace to fix the buyer-seller relationship

Alex Kracov, a marketer-turned-founder, established the software company Dock to enhance transparency and collaboration between businesses. His journey began at Lattice, where, as the first marketing hire, he utilized Webflow to manage and transform the company’s marketing website, gaining valuable experience and insights. During this time, he identified a significant challenge in the buyer-seller relationship: sales teams struggled with content sharing and providing buyers with the necessary resources to advocate for products internally. To address this, Alex developed a Webflow-based tool for Lattice's sales team, allowing them to create customized content pages for prospects, which was duplicated over 600 times. This innovative solution inspired him to create Dock, a product aimed at solving the content-sharing problem in sales, showcasing how Webflow facilitated the identification and resolution of real-world business challenges.