How Lattice increased win rates by 25% with Dock AI

Learn how Lattice enabled their sales teams and replaced clunky sales decks with AI business cases—giving champions what they need to win buy-in.

Get the Sales perspective from Seth Kramer, VP of Sales, North America at Lattice:

Hear the Sales Enablement perspective from Jules Aldag, Senior Go-To-Market Enablement Manager at Lattice:

Overview

Challenge: Lattice needed a better way to support champion-led, multi-threaded sales—without adding complexity or manual work for reps.

Solution: By partnering closely with Dock, Lattice launched personalized deal rooms with AI-powered business cases that helped champions sell internally, while giving Enablement a repeatable way to scale what worked.

Results: Dock helped shift Enablement’s role from content administrators to revenue drivers—powering a 25% lift in late-stage win rates, faster rep ramp, and clearer ROI on Enablement’s impact.

"Dock allows all our reps to turn average champions into great champions. Sometimes it's as simple as being the better rep, and Dock helps us be the better rep."

— Seth Kramer, VP of Sales, North America, Lattice

The Challenge

When your product touches everything from people to pay to performance, the sales cycle gets complicated—fast.

At Lattice, every deal requires buy-in from multiple stakeholders, so the sales cycle can stretch from 30 days to over a year. Whether it's SMB or enterprise, the deal hinges on whether the champion can sell Lattice internally.

"Even good reps will be beholden to their champion," said Seth Kramer, VP of Sales for North America at Lattice. "You don't want to sit by the wayside and just hope that they're able to get your deal across."

For Jules Aldag, Senior Go-To-Market Enablement Manager at Lattice, champion enablement quickly became a top priority. But the early approach—equipping reps with a combination of Google Slides, one-pagers, and emails—was messy, manual, and hard to track. 

"We all know it works so well to say, 'Here's 50 slides you can pull from…'" Jules joked.

Jules knew Enablement needed to support reps in their actual flow of work—not just add more things to their plate. “If I can't do the job of an account executive with a resource I've created… they're not going to want to use it.”

As it turns out, the solution came from inside the company. Dock was founded by three Lattice alumni, including former VP of Marketing Alex Kracov—now CEO of Dock—who built the first Dock prototype after seeing how often deals stalled without strong champion support. 

Lattice CEO Jack Altman, Seth Kramer, and others at the company believed in the idea early and invested in Dock from the start.

Once Jules and the Enablement team got their hands on Dock, things clicked. They worked closely with Dock’s team to build repeatable sales templates, organize content, and create a system reps actually wanted to use. Adoption came fast—and with it, results.

Here’s what the Lattice team achieved with Dock.

1. Winning sales by enabling champions

Winning the deal at Lattice isn't just about convincing the buyer—it's about helping them convince everyone else in their organization.

"There's ultimately two sales cycles, right?" said Seth, who leads Lattice’s AEs, Sales Development, Solutions Engineering, and Enablement teams for North America.

"It's not enough just to become vendor of choice in this world. There's a lot more financial scrutiny. There are a lot of groups who evaluate Lattice who can't necessarily say yes, but can certainly say no."

"The second sales cycle is all about guiding the buyer across the finish line," Seth said. "So often, deals not only push, but are lost because you didn't take the time to understand their buying process."

"The value for Dock for us is all about the second sales cycle. Once we're a vendor of choice, how do you enable your champion to defend the spend in the rooms we’re not in, to articulate the value, and ultimately make it a quick conversation with an exec—a no brainer."

With Dock, Lattice’s team has built out flexible deal room templates that reps can personalize for their champion—whether it’s to share a one-pager after the first call or a business case and mutual action plan during late-stage negotiations.

Jules said Dock has helped Lattice create a repeatable motion for champion enablement.

"A champion has insight into their company, their business, and their executive team. The AE has insights into what Lattice can do. When they get to work together, that really is a superpower."

"[Dock] creates this really cool dynamic where the Lattice sales rep gets to be more consultative and the champions feel empowered to say, ‘I now have what I need to feel confident going head to head with my executive team to secure this budget," said Jules.

Seth said, “I always coach folks that we want to leverage Dock as early as possible as a resource for our buyers. We're always drawing people back to the Dock after the conversation. 'Hey, you have a question? That's fantastic. We can update the Dock. You'll be able to see it that way.'"

And reps are really embracing it.

"We have a Slack channel feed, #new-deals, where reps share details about the deals they close," said Seth. "Dock gets more mentions than our managers. I love to see it, because it means we're doing everything we can to win that second sales cycle."

2. Building business cases without burning time (with AI)

Lattice embraced Dock’s AI-generated business cases to help reps co-build executive summaries with their champions—without starting from scratch.

"The second aha moment I had with Dock was the first time I saw the magic of the AI business cases out in the wild," said Seth.

Seth believes business cases are powerful, but traditionally underused due to two roadblocks: they require strong inputs, and they take too much time to create—especially for lower-ACV deals.

"How it used to work is you would have to ask a prospect, 'What does your buying process look like and how do you feel about me building out a business case for you?' Oftentimes, the prospect might say, 'No, it’s not needed.'"

"And if I'm working a smaller-ACV deal, working 20 opportunities a month, it's very challenging for me to build out those business cases."

Lattice worked closely with Dock to build a custom AI template that takes their Gong transcripts and auto-generates a first-draft business case based on the buyer’s stated goals and challenges.

"The magic of Dock is they can handle the first draft in a matter of seconds," said Seth.

"Reps are able to just easily upload [business cases] with a couple clicks into a template that we already pre-built with the team," added Jules. "Reps are able to plug and play."

The AI template flags missing inputs instead of filling them with generic content—turning discovery gaps into coaching moments for reps.

"Dock will literally tell [reps] 'no information generated,' so they know, 'Great, I don't know what the turnover rate is. Now I have a question I can tag my champion in, or bring up on the call I have scheduled tomorrow.'"

Seth argued that when reps deliver a thoughtful first draft of a business case, champions feel more compelled to meet them halfway.

"The conversation between a rep and a prospect becomes really different. It’s, 'I’m going to build this out for you and then we can work on this together.'"

"The key word is together," emphasized Seth.

"That way, the champion actually has authorship and agency over what's being built. And ultimately it’s gonna sound like their voice, not yours, which is what you want when they’re presenting internally."

"It’s not a big time ask, but the prospect doesn’t necessarily know that… When I’ve seen all the work you’ve done, it makes sense for me to put a little bit of work as well."

Jules said Dock has given Sales more visibility into how business cases are landing with prospects.

"We're able to review analytics to say, 'Great, I know that the CFO just viewed this space. That allows me to either reach out more effectively, or know that based on our joint engagement plan, that was the plan today.'"

And it saves reps from cobbling together insights across tools.

"Before, they were trying to piecemeal that all on their own in a patchy way between Google and Gong and Salesforce and maybe their manager. So Dock allows that one-stop shop for them."

3. Scaling sales consistency without killing flexibility

The real test of any enablement tool isn’t whether it works for one rep—it’s whether it works for 40. Lattice needed a way to standardize sales execution without boxing reps into rigid workflows.

"For any tools or systems we have, we want to make sure it's not something that's just sent out once—it's something that we can easily update and span across the entire org," said Jules.

Dock passed the scale test early. Though Lattice rolled it out slowly at first, interest quickly spread across segments.

"A big aha moment was just seeing all the organic traction that Dock had. People were leveraging it," said Seth.

"Almost immediately, mid-market and SMB were banging on my door, asking if they could leverage the tool," said Seth. "It was just clearly enabling them to enable their champions better at scale immediately."

In one quarter, 40 reps created 400 Dock workspaces—with no formal push required.

Crucially, Dock balanced structure with flexibility. Reps could customize when needed, while Enablement maintained consistency across segments.

"For SMB, they're a lot quicker of a sales cycle," said Jules. "They don't have time to spend hours and hours on creating a business case—they need something that's just ready to go, already available."

"For those SMB teams, Dock is allowing us to take the template we've already built that we know works with top reps—and you can update if you want to—but it's ready to go when you need it."

“Reps get all the benefit of some customization without all the pain of manually setting up workspaces over and over and over again,” added Seth.

Dock lets leadership raise the bar without overloading the team.

"When I know that I can empower my team with the ability to provide specific information, the right case studies, the right security information, the right pricing… that's how I'm able to ask my reps to actually do more with less."

4. Keeping sales content in step with the business

Lattice moves fast, with new products, updated messaging, and shifting priorities. For Jules and the Enablement team, the challenge isn’t just producing content—it’s keeping it current, consistent, and actually used in the field.

"There's always a need for training, for content," Jules said. "At times, we [as Enablement] might have to take more of this kind of order-taker role."

But reactive content delivery wasn’t sustainable. The team needed a system that moved at the speed of the business.

Seth agrees, "Nothing is worse than having a wonderful customer story and never talking about it. What's the point?"

To fix that, Lattice standardized content delivery through Dock. Now, when a new asset drops, it gets added directly to the Dock template, so reps (and prospects) always have the latest material at their fingertips.

"When our teams build these wonderful assets, we put it right into the Dock template and we can feel confident that it'll get in front of our customers," said Seth.

Updates are now centralized and automatic. No more re-sharing Google Slides or worrying about outdated versions floating around.

"When Product Marketing creates a new one-pager, we're able to easily make a quick change [in Dock] and it's reflected across the board," said Jules.

Seth sees Dock as a force multiplier for enablement:

"As a leader, you need to give the Enablement team tools with leverage. How do we make sure that one calorie in for them is ten calories out for the field? And that's what Dock's been able to provide us."

5. Uncovering deal blindspots

For Jules and the Enablement team, Dock is more than a content hub—it’s a source of insights about how reps and buyers are engaging.

"We're able to see trends, we're able to see rep usage, and we're able to see customer and prospect usage. That helps us ensure the information that they're getting is actually what they want to see as they're making a purchasing decision."

That visibility helps Jules improve resources in real time and share insights with other teams.

"We're able to pull the data to say what pieces of content the prospect is interacting with more versus not… We can even send those insights to the PMM team to help them build out additional resourcing."

That same data also gives sales managers and reps better visibility into live deals—helping them coach more effectively and act on risks faster.

"We're allowing for reps to go in and have an understanding of what was already going on in that deal cycle. That creates a better experience for that prospect. It creates a better experience for the AE," said Jules.

Seth added, "The manager is able to just go into that Dock workspace, see what's been shared, and get up to speed very quickly on the deal."

And during forecast meetings, Dock’s Gong integration gives Seth and his managers an easy way to spot deal risk.

"When we're doing our weekly forecast calls, I'm able to look at a deal in Gong and see: Did we have the prospect view the Dock space? Fantastic. Do we have them click on it? Even better. Do we have them comment on it? That's what we're looking for."

"That allows me and really my managers to uncover deal risk and make sure that we are putting our best foot forward when we need to go win that second sales process."

Results

• 25% increase in late-stage win rates
• Faster rep ramp with less time spent on training
• Hours saved updating content across workspaces
• Seamless adoption of the platform—no heavy enablement lift required
• Clearer visibility into enablement’s impact on revenue

Improved win rates

Since rolling out Dock, Lattice has seen a 25% year-over-year increase in late-stage win rates for their mid-market and upmarket segments.

"That's come from a focus on not just creating more pipeline, but converting the late-stage pipeline we have—focusing on winning that second sales cycle and defending the spend by leveraging Dock," said Seth.

"It allows all our reps to turn average champions into great champions. Sometimes it's as simple as being the better rep, and Dock helps us be the better rep."

Faster ramp, less enablement lift

Jules said Dock has helped both reps and Enablement reclaim hours of time. "It’s truly a time saver. I’m able to make one change and it’s reflected across all workspaces."

And because the system is so intuitive, new hires get up to speed without long training sessions. "Before with other systems, we’d have two-plus hours worth of training just to get people in the system."

Organic adoption

Because Dock fits into reps’ existing workflow—integrating with Gong and Salesforce—Enablement didn’t have to push hard for adoption.

"It just made it really easy and seamless for our reps," said Jules. "We didn’t have a super formal enablement process, but we had over 394 workspaces created."

"We all know with technology, they're gonna use it or they're not. When reps are using it, that's a success for us."

"It was obvious Dock was working when reps were Slacking us: 'This is really cool. Our champions are actually responding.'"

Clear ROI for Enablement

Dock has helped Jules tie Enablement’s work more directly to business outcomes. "We're measured on how the business is doing in general… We perform how the account executives are performing."

"[Dock] is not seen as, 'Oh, here's another training we're expected to do,' or, 'Here's another one-pager I'm expected to use.' It's seen as a tool and a guide as they're working with potential customers."

"Honestly, this is one of the best partnerships I've had working with a—well, I want to say 'vendor'—but they’re truly a partner to us," said Jules.

"I feel like the Dock team is truly just like an extension of the Enablement team to be able to provide trainings, provide content, and answer any of those questions as they come up in the moment from our reps."

Her advice for other teams? 

"For any enablers or any organizations that are considering using Dock, it has truly been a game changer for how our reps are selling," said Jules.

"I don't know of many tools where Sales would say, 'Yay, I'm excited to add another tool to my tech stack!' But Dock is one of those tools.”

"If we were to take Dock away from our Sales teams, they would be very upset with us."

One Dock Tip

We always ask customers for their best Dock advice. Jules encourages enablement leaders to take ownership of their company’s Dock template.

“Don't be afraid to manage that company template yourself. When I got into Dock for the first time, we were using it on more of a pilot case-by-case basis with our account executives. Everybody was creating their own templates, so there was a lot of clutter.

"At first it was slightly overwhelming, but I saw it as a really clear opportunity to wipe everything fresh and really create that one-to-many approach to say, ‘How do we have nice, clean templates with the right assets that are creating consistency and a scalable process across our Sales teams?”

While it's important to listen to Sales' feedback, Jules adds:

"Don't be afraid to say, 'Here's one template. You can create as many workspaces as you want.'"

"There is power in saying, 'We're going to have one cohesive template across the board.'" continued Jules. "Dock allows us to have that voice."