Dock helps sales teams create, share and recycle collateral sales microsites: TechCrunch

When Dock’s co-founder and CEO Alex Kracov worked at Lattice, a human resources startup, he was in charge of a 20-person marketing team and noticed that as the company grew and moved to market, the sales team was having trouble organizing collateral like pitch deck, ROI analysis, and feature videos for large prospects.

As Kracov pointed out, when you start selling in larger organizations, you’re not just convincing a single buyer, you’re selling to a buying team, usually with one or two people acting as your champions. He wanted a way to organize all related sales materials in a standardized way.

He ended up building a solution himself that would be something of a precursor to what Dock became. “I built this prototype in Webflow, a code-less tool, and it basically allowed our sales team to duplicate a private microsite for every customer in the buying process,” he said. Upon seeing this prototype being used regularly by his sales team at Lattice, Kracov realized he was on something. He quit his job as VP of Marketing to launch Dock last April, and the startup launched its initial beta in August last year.

“So the way I think of Dock is that it’s a collaborative workspace for everyone in your company. There are many different potential use cases, but the main one we’re focusing on right now is helping companies own the entire customer lifecycle, Kracov explained. This boils down to helping a sales team create a reusable and modelable process for sharing sales materials with purchasing teams with a tool built specifically for the sales movement. The tool itself comes with a number of ready-to-use templates to help customers get started.

Port sales microsite example for fictional customer Acme.

Dock proposal microsite example Image credits: Dock

It says this ability to customize these sites for your brand and customers separates it from a tool like Notion or Slides or Google Docs and other workarounds often used by sales teams. You can also link it to your CRM database and get analytics on openings, reading time, and so on, so you get an idea of ​​whether people are seriously looking at the materials or not.

The startup currently has five people, including three co-founders, with plans to hire up to 10 additional employees over the next year. Kracov says the goal, however, is to keep it lean and build the company as conservatively as possible for now.

As he tries to add employees, he says that being a completely remote company definitely helps build a diverse organization, especially by giving him the freedom to hire from anywhere. In fact, its first two employees are based in Nigeria and India.

Today the company announced a $ 3 million seed led by Altman Capital. It is no coincidence that this company is run by John Altman and his brother Max. John is the co-founder and CEO of Kracov’s former firm Lattice and has supported the fledgling startup.

The round also includes additional Operator Collective investors, Flexport funds and a slew of industry angels.

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