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
The Twenty Minute VC
4.4 • 693 Ratings
🗓️ 14 February 2026
⏱️ 75 minutes
🧾️ Download transcript
Summary
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.
AGENDA:
0:00 How I Turned $20K into $16M with Revolut Angel Investment
10:45 Why I Don't Believe in Product-Market Fit
15:40 How to do Land and Expand: Turning $12K Deals into Millions
19:40 The 20X Rule: A "Ruthless" Comp Plan for Elite Reps
24:35 Public Shaming? Why Honest Pipeline Reviews Save Companies
28:50 Why Your Sales Reps Should Never Be in the Office
35:45 The Outbound King: How to Pivot from 90% Inbound
45:45 "Vibe Coding" & The Death of Technical Ceilings
55:35 Why I'd Fire Myself: The Secret Psychology of High-Performers
Transcript
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| 0:00.0 | We ask everyone to bring 20 times their base salary. |
| 0:03.0 | That's your quota, right? |
| 0:04.0 | So if I pay your 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 like multiple days, I start getting worried. Because like if you're a salesperson, you need to be on the road. When you join 11 Labs, you need to have signed your first contract within first two weeks. |
| 0:22.9 | Salespeople need to be on the road. When you join 11 Labs, you need to have to sign your first contract within first two weeks. |
| 0:22.7 | Salespeople need to be on their toes all the time and they need to be told. |
| 0:27.1 | This is 20 Sales with me, Harry Stebbings. |
| 0:29.1 | Now stay, we have the best 20 sales episode that we have ever done. |
| 0:32.9 | Carl S Rainer is the VP of Sales at 11 Labs, where he has scaled the revenue |
| 0:37.4 | walked over $330 million in just three years. |
| 0:41.5 | He's also a phenomenal investor with investments in the lights of Revolut, Happy Robot, |
| 0:46.8 | nothing and more. |
| 0:48.1 | This was probably one of the most granular but also insightful sales episodes we've done. |
| 0:54.1 | Carlos does not pull any punches. |
| 0:56.3 | Get your notebooks out. |
| 0:57.4 | This was one of my favorites to record. |
| 0:59.3 | But before we dive into the show today, a quick shout out to a company I've been genuinely |
| 1:03.4 | blown away by and have been tracking closely, Rocks. |
| 1:06.6 | I've been watching this team closely and the speed they're operating at and the level of |
| 1:10.2 | applied AI talent they've assembled. |
| 1:12.0 | It's honestly remarkable. |
| 1:13.5 | Roxx is pioneering revenue agents for the Global 2000, plugged into your data warehouse and CRM, |
| 1:19.5 | and delivering board level ROI in just 90 days. |
... |
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