20Sales: ElevenLabs: Why We Set a 20x Sales Quota | How to Structure Sales Compensation Plans | Customer Success: 'Total BS' or Growth Engine? | Building an AI Sales Machine: What Tools & Tactics Must CROs Adopt Today with Carles Reina
2026-04-11 · 85 min · 11 entities
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20Sales: ElevenLabs: Why We Set a 20x Sales Quota | How to Structure Sales Compensation Plans | Customer Success: 'Total BS' or Growth Engine? | Building an AI Sales Machine: What Tools & Tactics Must CROs Adopt Today with Carles Reina
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20Sales: ElevenLabs: Why We Set a 20x Sales Quota | How to Structure Sales Compensation Plans | Customer Success: 'Total BS' or Growth Engine? | Building an AI Sales Machine: What Tools & Tactics Must CROs Adopt Today with Carles Reina
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20Sales: ElevenLabs: Why We Set a 20x Sales Quota | How to Structure Sales Compensation Plans | Customer Success: 'Total BS' or Growth Engine? | Building an AI Sales Machine: What Tools & Tactics Must CROs Adopt Today with Carles Reina
Episode description as stored
Carles Reina is VP of Sales at ElevenLabs, where he was the first investor and fourth employee. Carles has scaled the revenue org from Day 1 to over $350M in just 3 years. Carles is also an active investor with investments in ElevenLabs, Revolut, Happy Robot and more.
AGENDA:
00:00 - Is the Traditional CRO Dead in the Age of AI?
01:01 - Building the AI Sales Machine: Agents that Actually Generate Revenue
08:35 - Will AI Shrink the Sales Teams of the Future?
09:51 - The ElevenLabs Masterclass: Why We Set a 20x Sales Quota
11:00 - How to Structure Explosive Sales Accelerators
12:15 - Why You Should Stop Paying Commission on Pilots
14:00 - Customer Success: Is it 'Total Bullshit' or a Growth Engine?
16:15 - The 'Global-First' Fallacy: Why You Need to Open Every Market Now
17:23 - Why Startups Are Wrong to Ignore 20-Year Sales Veterans
19:15 - The Pipeline Construction Secret: Liquidity vs. Whales
24:30 - Forecasting the Unpredictable: How to Hit a $1B Revenue Target
31:55 - The Substitution Threat: Is AI Voice Just a Commodity?
34:10 - Verticalization Mistakes: Lessons from Scaling India
38:40 - The 'IBM Effect': Does Brand Actually Shorten Sales Cycles?
40:15 - Extreme Expectations: Why ElevenLabs is a Hard Company to Work For
42:15 - Internal Leaderboards: How to Use Public Competition to Drive Results
44:20 - Hunting the Obsessed: Identifying the 'Inner Psychopath' in Hires
46:40 - The SaaS Apocalypse: Will Companies Build Their Own CRM?
48:30 - Formula 1 Branding: The Mindset Behind the Audi-Revolut Deal
50:15 - Dinner vs. Conferences: Which Marketing Channels Actually Scale?
52:45 - Designing Un-Salesy Content: How to Run a Legendary Summit
54:20 - CVC Strategy: Turning Corporate Investors into Distribution Channels
01:01:45 - The Globalization Nightmare: Why You Can't Sell in English Everywhere
01:06:45 - Operator-Investors: Can You Be a High-Performer and a VC Simultaneously?
01:11:30 - Unit Economics in AI: Why Good Early Numbers Might Mean Failure
01:18:25 - The Next Wave: Why Foundational Model Consolidation is Inevitable