20Sales: Inside ElevenLabs $330M ARR Sales Machine | The 20x Sales Comp Plan Reps Must Hit | How to Land and Expand in a World of AI | Why Product-Market-Fit is BS, Reps Should Not Be in the Office and Outbound is King with Carles Reina - The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch Recap

Podcast: The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Published: 2026-02-14

Duration: 1 hr 15 min

Summary

Carles Reina shares insights on building a successful sales machine at ElevenLabs, emphasizing the need for aggressive sales quotas and a focus on outbound strategies in the AI landscape. He also reflects on his transition from product to sales and the importance of being customer-centric.

What Happened

In this episode, host Harry Stebbings welcomes Carles Reina, the VP of Sales at ElevenLabs, who has propelled the company's revenue to over $330 million in just three years. Carles discusses the intense sales culture at ElevenLabs, where every salesperson is expected to bring in 20 times their base salary as their quota. For instance, if a salesperson earns $100K a year, their quota is set at a daunting $2 million. Carles emphasizes that achieving this quota is non-negotiable, stating, 'If you don't achieve your quota, then you're going to be out, right? And we're ruthless on that end.' He also stresses that salespeople should be out in the field rather than spending too much time in the office, asserting that, 'When I see my sales team in the office like multiple days, I start getting worried.'

Transitioning from product management to sales, Carles reflects on his journey through various roles, noting that working in a startup means wearing many hats. His love for sales blossomed while observing sales teams at a previous company, which prompted him to get closer to customers. He shares a pivotal moment where he realized that closing deals gave him an incredible rush, solidifying his decision to pursue a career in sales. Additionally, Carles recounts his early investment in ElevenLabs and how he was immediately convinced of its potential, leading him to join the team and contribute to its rapid growth.

Key Insights

Key Questions Answered

What is the sales quota structure at ElevenLabs?

Carles Reina explains that the sales quota at ElevenLabs is set at 20 times the salesperson's base salary. For example, if a salesperson makes $100K a year, their quota would be $2 million. This structure is designed to drive performance, and Carles notes that they are 'ruthless' about ensuring these quotas are met, stating that failing to achieve the quota results in termination.

How does Carles Reina view the role of salespeople in the office?

Carles expresses concern when he sees his sales team spending multiple days in the office, indicating that effective salespeople should be 'on the road' engaging with customers. He believes that sales reps need to be active and proactive in the field to close deals and maintain momentum in their sales efforts.

What motivated Carles to shift from product management to sales?

Carles indicates that his motivation to transition into sales came from observing effective sales practices while in operations. After realizing he could perform better, he started interacting more with customers, which ignited his passion for sales. He describes the rush he feels when closing deals as a significant driving force behind his career choice.

What was Carles's initial investment in ElevenLabs?

Carles was an early investor in ElevenLabs, contributing $20K at a $5 million valuation. He was convinced of the company's potential almost immediately after their first conversation, stating, 'Within 30 minutes of the first conversation, I was like, I'm all in.' His investment has since yielded significant returns, underscoring his belief in the company's vision.

What is the importance of outbound sales according to Carles Reina?

Carles emphasizes that outbound sales is crucial in today's market, particularly in the AI sector. He advocates for a proactive approach in engaging potential clients rather than relying solely on inbound leads. This strategy aligns with his overall belief in the effectiveness of direct outreach and building customer relationships.