If you’re in B2B sales and tired of flying blind, you’ve probably heard Dock pitched as a “digital sales room.” But here’s the thing: tools are only as useful as the actions you take with them. Dock's analytics sound promising on paper—but most sales teams either don’t use them, or get lost in the weeds. This guide is for anyone who wants to actually use Dock analytics to make better sales decisions, not just generate more reports.
Let’s cut through the fluff and get into what works, what’s a waste of time, and how to actually use Dock to make your sales process smarter.
1. Get Set Up: The Analytics That Matter
First off, let’s be honest: you don’t need all the analytics Dock offers. The trick is focusing on what actually moves deals forward.
What Dock analytics can show you: - Which prospects open, click, or share your sales rooms - What content (decks, case studies, pricing) they spend time on - Who’s involved in the deal on the buyer side - How often prospects come back—or go cold
Ignore for now: - Super granular time-on-page stats (unless you’re in enterprise sales) - Download counts (unless you’re tracking compliance or IP risk) - “Engagement scores” that lump together everything—these can be misleading
Pro tip: Before you start, agree with your team on 2-3 metrics you’ll actually use to make decisions. For most, that’s: - Who’s viewing your sales room? - What content are they engaging with? - When do they drop off?
2. Build Your Dock Sales Rooms with Analytics in Mind
Don’t just dump every file and link into Dock and hope for the best. The way you set up your sales rooms will determine what you can learn.
Keep it simple: - Add only the content you want feedback on—don’t overload buyers or yourself. - Use clear section names (“Demo Recording,” “Pricing Options,” “ROI Calculator”). - If you want to test interest, try adding two versions of a resource—see which gets traction.
Why it matters:
If your Dock room is a mess, your analytics will be noise. Make it easy for buyers to navigate, and for you to spot what’s working.
3. Track Buyer Engagement, Not Just Activity
Here’s where Dock shines: you can see who’s engaging and how. But don’t mistake clicks for progress.
What to actually look for: - Multiple stakeholders viewing or sharing the room: This usually means your champion is socializing your deal internally. Good sign. - Repeated visits over time: Indicates real interest, especially if it’s spaced out (not just day-one curiosity). - Focus on late-stage content: If they’re spending time on pricing or contract docs, your deal is warming up.
Ignore or downplay: - One-off visits (especially if it’s just your champion, not their boss or procurement) - Quick clicks on every document—could just be skimming, not buying
Pro tip: If engagement drops after sending key info, don’t just “check in.” Reference what you see:
“Hey, I noticed the team spent time on the ROI calculator—any questions I can help answer?”
4. Use Analytics to Spot Red Flags Early
Dock’s analytics won’t tell you exactly why a deal’s stalling, but they’ll give you signals to act on.
Red flags to watch for: - Only one person ever views your sales room (and it’s not the decision maker) - No activity for a week or more after sending pricing - Stakeholders viewed early-stage content but skip important docs (like contracts or case studies)
What to do: - Reach out and ask if there’s anyone else who should be involved - Use “ghosting” data as a reason to set a call, not just send a nudge email - If you see a blocker (like legal never viewing the contract), call it out directly
Don’t waste your time:
Trying to “convert” lurkers who never engage. Focus on deals where the data shows real movement.
5. Experiment, Learn, and Iterate
Analytics aren’t magic—they’re just feedback. Treat Dock as an ongoing experiment.
How to improve your process: - Try sending different types of content to similar buyers—see what lands. - Track which sales rooms convert (closed/won) and look for patterns in the analytics. - Cut content that never gets viewed. Seriously, less is more.
What most teams get wrong: - Chasing perfect dashboards instead of acting on obvious trends. - Using analytics to “prove value” to leadership, not to help close deals. - Overcomplicating things. If your process feels like work for work’s sake, you’re missing the point.
Pro tip:
Share Dock analytics in your pipeline reviews, but only highlight what actually changed your next step. “We saw the CFO viewed the pricing doc, so we looped them into the next call.” That’s useful; “engagement up 12%” is not.
6. Integrate Dock Analytics with Your CRM (If You Must)
If you’re using a CRM (like Salesforce or HubSpot), Dock can feed some engagement data into your workflows. But don’t get hung up on automation unless it actually helps you act faster.
What’s worth syncing: - Key stakeholder activity (names, emails, engagement dates) - Last viewed dates for important docs - Milestones (like “pricing viewed” or “contract opened”)
What to skip: - Every single click or download—no one wants to read those reports - “Sentiment scores” or AI-generated insights (they’re rarely accurate enough to trust)
Pro tip:
Set up simple alerts for high-value actions (e.g., “CFO opened proposal”). That way, you know when to jump in.
7. Avoid Vanity Metrics and Stay Focused
It’s easy to get distracted by shiny charts and “trending” graphs. Here’s what’s worth your attention:
- Movement of deals through stages, not just pageviews
- Engagement from new stakeholders (decision makers, not just your champion)
- Drop-offs after key steps (find out why and fix your process)
Ignore: - Total number of clicks or downloads (unless you’re in marketing) - “Most popular content” if it doesn’t correlate with closed deals
8. Keep It Simple and Iterate
Dock analytics can help you close more deals—but only if you use them to make small, practical changes. Don’t overthink it.
- Start with a couple of key metrics.
- Use what you learn to tweak your sales rooms and follow-ups.
- Share clear, actionable insights with your team.
- Adjust as you go. If something isn’t helping, drop it.
You don’t need to become a data scientist to use analytics in Dock. Just pay attention, stay skeptical of the noise, and use what you see to nudge deals forward. Sales is hard enough—keep your process simple, and let the data guide you, not distract you.