# 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

Page: https://stenobird.com/podcast/twenty-minute-vc/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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Podcast: [The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch](https://stenobird.com/podcast/twenty-minute-vc)
Published: 2026-04-11T07:07:00+00:00
Episode link: https://thetwentyminutevc.libsyn.com/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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Duration seconds: 5103

## Resource

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…

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