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

**Carles Reina** (0:00)
We ask everyone to bring 20 times their base salary. That's your quota, right? So if I pay you 100K a year, your quota is $2 million. If you don't achieve your quota, then you're going to be out, right? And we're ruthless on that end. When I see my sales team in the office multiple days, I start getting worried. Because if you're a salesperson, you need to be on the road. When you join ElevenLabs, you need to have signed your first contract within the first two weeks. Salespeople need to be on their toes all the time, and they need to be told.

**Harry Stebbings** (0:27)
This is 20 Sales with me, Harry Stebbings. Now, today, we have the best 20 sales episode that we have ever done. Carles Reina is the VP of Sales at ElevenLabs, where he has scaled the revenue to over $330 million in just three years. He's also a phenomenal investor with investments in the likes of Revolut, Happy Robot, Nothing and more. This was probably one of the most granular, but also insightful sales episodes we've done. Carles does not pull any punches. Get your notebooks out. This was one of my favorites to record. But before we dive into the show today, a quick shout out to a company I've been genuinely blown away by and have been tracking closely, Rocks. I've been watching this team closely in the speed they're operating at and the level of applied AI talent they've assembled. It's honestly remarkable. Rocks is pioneering revenue agents for the Global 2000, plugged into your data warehouse and CRM and delivering board level ROI in just 90 days. These sales and revenue agents handle the end-to-end sales process for large enterprises, from research prep to deal risk, outreach and opportunity management. So, sellers spend more time with customers and less time in tools. This isn't another productivity app. Christ, we've all had enough of those. Rocks gives reps a single interface on top of their GTM stack, powered by a knowledge graph across your internal and external data. So, if you want to boost AE productivity, increase revenue per rep and consolidate your stack, try Rocks at rocks.com/sign up. And speaking of great companies, we have to talk about Monaco. For years, I've watched some of the best founders and early go-to-market teams struggle with sales. Too many CRMs, too many point solutions, too much manual work. Well, that changes with Monaco. Monaco replaces your legacy CRM and fragmented sales stack with a single AI native platform. Monaco's agents automatically build and score your entire TAM, lay it in real-time signals, create and run outbound sequences, schedule calls and record and transcribe meetings. Your pipeline practically manages itself. Monaco creates reminders, dross, follow-up emails for you, and keeps deals moving forward. So that means more meetings, higher conversion rates and faster revenue growth. If you're an early-stage startup, tired of duct-taping sales tools together and looking to grow revenue faster, check out Monaco at monaco.com. While Monaco runs your sales pipeline, Framer runs your website. A website should help your business grow, not slow it down. If updates to your.com feel harder than they should, Framer is the shortcut you've been looking for. Framer is an enterprise-grade, no-code website builder that works like your team's favorite design tool, and it's used by companies like Perplexity, Miro, Mixpanel to move faster. Designers and marketers can fully own the site with real-time collaboration, a robust CMS built for SEO, and advanced analytics that include integrated A-B testing, so you're not just shipping pages, but you're maximizing what works. And when you're ready to ship, changes go live in seconds with one click. Publish without relying on engineering. Plus, Framer is built for scale with premium hosting, enterprise-grade security, and 99.99% uptime SLAs. Whether you want to launch a new site, test a few landing pages, or migrate your full.com. Framer has programs for startups, scale-ups, and large enterprises to make going from idea to live site fast. Learn how you can get more out of your.com from a Framer Specialist, or get started building for free today at framer.com/20vc for 30% off. 30% off a Framer Pro annual plan. That's framer.com/20vc for 30% off.
framer.com/20vcrules and restrictions may apply.

**Carles Reina** (4:16)
You have now arrived at your destination.

**Harry Stebbings** (4:19)
Carles, it is fantastic to have you on the show, dude. I've heard so many good things, mostly from Matty, but thank you so much for joining me today, man.

**Carles Reina** (4:26)
Thank you so much for having me here. It's fantastic.

**Harry Stebbings** (4:28)
Dude, I want to start with you were VP of Product back in the early days, and now in the sales world, that is a big transition. How do you think about moving from product to sales? And what have been your biggest lessons when you reflect on that?