Balancing the Grind with Alex Kracov, CEO & Co-Founder at Dock

Alex Kracov is the CEO & Co-Founder at Dock, a collaborative workspace for prospects and customers that makes it easy to set up digital sales rooms, onboarding checklists, client portals and project hubs.

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1) To kick things off, could you tell us a little about your career background and current role?

I’ve spent my career building and growing online businesses. My most formative business experience was my time at Lattice. I joined as the third employee and first marketing hire. Five years later, we had grown the business to more than $50 million in revenue and I was managing a team of 20 marketers. 

I left Lattice last year to create my own company, Dock. Dock was born out of my experience at Lattice. We needed a tool to enable our buyers as they navigated bigger deals, so I built a tool using Webflow that our sales team used to close a ton of business. This positive feedback led me to start Dock. 

Today, Dock is a platform that helps companies collaborate with customers. Companies use our software to set up a digital sales room, customer onboarding guide, client portal, or project hub. 

2) What does a day in your life look like for you? Can you take us through a recent workday?

I spend most of my time talking to customers. I work with sales and customer success leaders to help them solve problems when it comes to customer collaboration. I’m constantly trying to understand my customers’ pain points when it comes to things like customer onboarding or working with enterprise buyers.

I take this feedback to our product team to build the features that we need to strengthen our product. I spend a lot of time mocking up designs in Figma or working with our engineers to make sure we’re building the right products. For example, we recently launched a new digital sales room offering based on customer feedback. 

Recently, we’ve hired two new employees—a marketer and a sales rep—to start bringing Dock to market. My past week has been onboarding these new employees, while also working on new content pieces like our B2B sales guide. We’re trying to use content as a way to provide value to prospective customers and spread the word about Dock. 

3) What does work-life balance mean to you and how do you work to achieve that goal?

My work and life are deeply integrated. I’m fortunate enough to be able to work from home, so I’m constantly able to switch back and forth between work tasks and life tasks. One moment, I’m on a customer demo call, and then the next hour I’m walking my dog on the beach. 

I also believe that there are different seasons of life, where the balance between work and life goes back and forth. Right now, I’m in a phase of life where I’m working very hard to get Dock started.

At the moment, work is a core part of my life. There’s not a lot of balance in the traditional sense, and I’m okay with that. I don’t expect this to be my life forever, but at this moment I’m having fun working and building Dock. 

4) In the past 12 months, have you started or stopped any routines or habits to change your life?

I’m trying to work out or go outside every day. I’ve noticed that my mood and energy levels increase when I take the time out of the day to escape and get physically active.

5) Do you have any favourite books, podcasts or newsletters that you’d like to recommend?

I listen to a lot of podcasts. A few of my favorites: 

• My First Million
• Cartoon Avatars
• All-In Podcast
• Invest Like the Best
• Acquired

6) If you could read an interview about work-life balance by anyone, who would that be?

I’d be curious how Joe Rogan balances comedy, podcasting, working out, UFC, and everything that he does. 

7) Do you have any last thoughts on work, life or balance that you’d like to share with our readers?

I don’t believe in the traditional notion of work-life balance. Instead, I believe in integrating work and life together. A big part of why I’m living is to work and accomplish my goals.

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