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 $330M in just 3 years. Carles is also an active investor with investments in ElevenLabs, Revolut, Happy Robot and more.
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In this episode:
00:00 Intro
02:05 The new CRO playbook: how go-to-market has fundamentally changed
02:55 Why AI outbound tools don’t work — and what ElevenLabs built instead
05:46 Will AI agents shrink sales teams? Carles’ 50% productivity goal
06:41 Commission structures: ElevenLabs’ 20x quota model explained
11:27 Hunters vs farmers, customer success as a revenue function
14:23 The myth of “one market at a time” & hiring experienced sellers
19:52 What didn’t work: failed bets, the India reset & going back to zero
38:24 Does brand reduce enterprise sales cycles?
44:55 Hiring obsessed salespeople: spotting top talent in 20 minutes
59:41 Partner ecosystems: the biggest mistakes and how to do it right
01:09:22 Should operators also be investors?
01:20:06 Quick-Fire Round
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