Dock

Eric and I have been running Dock's marketing for 5 years. Here are the content lessons we learned that apply to any startup: 1. Add one channel at a time. Spread $100 across ten channels and you get a worse return than putting it all into one. Same with your time. 2. Every channel works. Our two closest early competitors won on completely different channels than we did. Focus matters more than the channel. 3. Set an aggressive goal that forces output. I asked Eric to hit 100,000 page views a month. Chasing that goal forced us to come up with creative ways to publish quickly, and it helped us fail faster. 4. Track leading indicators so you don't quit too soon. Before we had much website traffic, we tracked things like domain rating and blog posts published per month. 5. Every channel has rules. Experiment quickly to find which rules you can/can't break, and then learn to color creatively within the lines. 6. Lean on your unique POV as a startup to identify early trends/topics. Big companies are further removed from the customer, so you have an advantage there. 7. Build something useful and hard for AI to copy. We couldn't find real sales collateral examples anywhere, so we made a library of them. It's still our biggest SEO win and isn't getting eaten by AI answers. 8. Freelancers are the easiest way to scale fast. The quality of their work compounds faster if you take time to onboard them properly. 9. Build a personal brand around your founders and experts. People buy from people. Folks knew who I was before they knew what Dock was, and that was our top of funnel. 10. A lot of early content work is project-managing the founder and enabling them to make content. It's a lot easier to mine the places they're already taking in all-hands, sales calls, and product reviews. If I were starting from scratch today, I'd do three things things: Post on LinkedIn 3-5 days a week, build a website that's outsized for your brand, and create product moments by launching things constantly. We just released a new episode of Grow & Tell breaking down our content strategy → link in comments

We just released Dock MCP. Now you can use Dock in your favorite AI tools like Claude, ChatGPT, Gemini, CoPilot, and more. With the Dock MCP, you can do things like: 1. Find deal rooms and content by account, rep, stage, or keyword 2. Pull everything Dock has on a single account in one query 3. Ask questions across your whole book of business ("Which deal rooms haven't been touched in 30 days?") 4. Run your Dock agents from your assistant 5. Tag content and create workspaces 6. Build Dock into the larger AI workflows your team is creating Dock MCP is available on all plans (including free). This is just the beginning. We have a lot of in-progress projects to make Dock MCP even more useful. We'd love to hear from customers on how we can keep making Dock AI better, so please share your feedback with me :)

You can now build your own AI agents in Dock that connect to your customer data. So reps get accurate output instead of the generic answers they'd get from ChatGPT or Claude. Your reps are already using AI every day, but the public tools have never seen your CRM, call recordings, or how your best reps sell. Dock's new AI agent builder solves that without making you build the entire data pipeline yourself. You can connect your Dock agents to your CRM, call transcripts, content library, company wiki, Dock workspace data, and more. You can build an agent with custom instructions for deal reviews, business cases, follow-up emails, competitor comparisons, to manage your content library, or pretty much anything else you can already do in Dock. Reps just chat with Dock AI and it'll automatically pick the right agent. (You can even access the agents through Dock's new MCP — more on that later this week 👀) Other enablement platforms have promised AI agents. But so far you're stuck with whatever they've hard-coded. Dock is the first that lets you build your own agents on your own data.

AI can generate an enablement program in minutes. But it can't earn you a seat at the table. That still requires something more important: Credibility. I’m part of Gong's revenue leadership team with the CRO and senior sales and CS leaders. Not as a support function. As a peer. And credibility in enablement comes down to three things: → Being inside the revenue workflow, not adjacent to it  → Connecting every program to business impact, not simply training completion  → Saying no more than yes That last one is the hardest. As AI makes it easier to build more programs faster, the temptation to do everything is real. And the leaders who trust you most aren't counting on you saying yes. They're counting on your judgment. Because the enablement leaders who earn a seat at the table have the judgment to know what not to build. How are you building credibility as an enablement leader?

Joey Wright joined Dock in late 2023 to lead the transition away from founder-led sales. When he came in, we were a PLG company still trying to figure out how to sell. Most deals were four figures. Our pitch was product-heavy. Here's what Joey helped us fix: 1. Stop feature selling. Joey pushed us away from product tours toward pain discovery. As a founder, my instinct on calls was always: look at this cool thing I built. Let me show you the buttons. That's not selling. 2. Confidence is a competitive advantage. Once we pivoted into sales enablement, our team was positioning Dock as the cheaper alternative to legacy platforms. Joey made us stop. "We're the best revenue enablement solution on the market. Here's why we should win your business." 3. Focus beats coverage. Early on we chased every deal size and every persona. Once we got ruthless about ICP and saying no to what didn't fit, everything got easier. 4. Un-sell AI before you sell it. Buyers come in excited about "AI." As sellers, our job is to pump the brakes: what do you actually want to solve for? The buzzword gets them in the door, but the deal doesn't close unless you help them identify their pain. The full conversation with Joey about the evolution of Dock's sales process is live now on Grow & Tell.

How does a CS team go from zero enablement to a global program in under a year? I asked Fiona Simpson. She's runs enablement for the CS org at Boomi—a $500M data activation platform with 125 CSMs. Five lessons from how she built it: 1. Start with a listening tour. Ask every stakeholder: "If you could wake up tomorrow and one thing is off your plate, what would it be?" The themes that repeat are your program. 2. Instead of building separate programs for every skill gap, Fiona anchored everything around the QBR—because it surfaces weaknesses in executive presence, business acumen, and ROI storytelling all at once. 3. Three questions protect you from enablement scope creep: What data is driving this request? What outcome do you want? What do you want me to drop from my current list to make room for it? 4. Measure enablement in layers. Confidence surveys → objective skill scores → lagging business indicators like expansion opportunities. Don't expect to skip straight to revenue attribution. 5. Study your wins, not just your losses. Revenue teams obsessively debrief failed deals but skip the same exercise when things go right — which means they can't replicate it. The full episode of Grow & Tell is live. Thanks for joining, Fiona!

By popular demand: we just launched Dock Slides The problem we're solving: most sales teams have a master pitch deck that lives in Google Drive. Over time it turns into dozens of copies, each a little different. Reps waste hours customizing each deck per client, and Enablement & Marketing have no idea what's actually going out. With Dock Slides, admins upload one approved template. Reps create personalized presentations from it—reordering slides and filling in dynamic variables like account name, logos, pricing, and discovery notes. Reps can share the deck as a trackable link, export it as a PDF or PowerPoint, or drop it straight into a Dock workspace so clients get everything in one place. We had a ton of requests for this from prospects and customers, so we're really excited to get this live.

Marketers owe their salespeople an apology. For years, we've griped about reps ignoring our beautiful content libraries without stopping to ask why. The best reps are as coin-operated as possible. They find their favorite handful of assets that answer buyer questions reliably—a pitch deck, case study, pricing doc—and use them on every deal. That repeatability is exactly what a good sales process looks like. Reps only ask for new content when a customer asks a question the old stuff can't answer. Once that deal closes, they move on. Any new content marketing creates struggles to break into that flow. That's part of what led me to build Dock. The first fix is making the deal room the one thing reps grab. Marketing controls the template, so the latest content shows up in every follow-up automatically. The rep keeps their repeatable motion without having to constantly change their habits. (And it's a better client experience, so it's a win-win for both sides) AI solves the timing problem. Instead of reps always hunting for the right asset or answer, AI can listen to the call and surface it for them: "Your buyer asked about Salesforce integration. Here's the doc to send." No CMS is 100% there yet, but we're close. That's the shift from a passive content library to active enablement. And it might finally close the gap between content that gets made and content that actually gets used.

Good times chatting with Alex Kracov on all things Revenue Enablement on the Grow and Tell Pod. We chat about: ✅ Why the specialized enablement model drives the most value at Rippling's scale and complexity ✅ How running a time and motion study helped build our GTM AI roadmap ✅ How Enablement's focus should be on driving outcomes vs delivering trainings Link in comments.