YouSaid · the spoken record

Carles Reina

lines on the record: 121
first: 2026-04-11
most recent: 2026-04-11
sittings or episodes: 1
sources: podcast

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“Oh, probably I'm the worst one of all of them. But, like, I mean, like the clot skills, for instance, and all of that, it's really amazing. But I see some of my team members, and they're like, they've just nailed it. I'm just like an amateur. They're professionals at all of this. And I would love to actually be like, you know what? Fuck all of this. I'm going away for an entire month and I'm going to be a pro at all of this stuff. I would love to do it. And hopefully one day happens.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, they need to start from scratch. And for me, the key item is that it's like, how do they start building the experimentation thinking like, yes, we're still number one, we make all of this money, but at the same time, like, let's go back to the basics I use clot, and I'm very happy. Like, Clot is my best friend. It's actually true.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Think there's still pushing it and a thing that they're trying to do good things for the world, but they were spread too thin. And I think it's the problem, like even us at the level that we're facing and Anthropic is facing, everyone is facing. Like the when you start being very successful, you want to do too many things and then you end up like getting too stretched and then not doing anything correctly, right? So like, how do you do less and then doing it really well?”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“And I put it online like multiple times. I think I love OpenAI, don't get me wrong. They're amazing pushing the boundaries. But I really like how.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Next generation of OpenAI, but I actually think like open AI and anthropic and Google and 11 labs will end up buying all of the new foundational model companies that will be popping up and creating research and paying just like a few billion here, a few billion there, and just swapping them in. But I think it's actually”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I am actually looking forward to the next wave of foundational model companies. I believe that there is a brand new wall of opportunities that we're unlocking or that is going to be unlocked with a new wave.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“When they seem so good is like, I think his ability of listening to people and then making a decision regardless of whether he gets it right or wrong, and he will acknowledge if he got something wrong and then change it immediately. And I think that's what I value because like you get CEOs that will tell you like most of the times I need to get it right and then make some mistakes in there. And for me, it's actually the opposite. Like you should be always getting it right or like 99% right in like 5% of the things that are really mega important. Like in the 99% remaining things, you should be getting it mostly wrong. I think that's what Matt is trying to do and he's very successful at that, like allowing people to experiment and get it wrong and then push back, but also run with their ideas. And if there is a thing that he believes, it is fundamentally in his toham in a specific way, he will say it and he will live it and everyone gets to needs to be aligned. And he has that ability of like combining both things in different moments.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Your escape plans like gardening, I absolutely love it. I talk to my plants. I have so many plans at home. I talk to them all the time. I water them. I like I take like small scissors and I chop them. It's so nice. I really like it. And that's when I'm really stressed and I don't understand how to fix a thing, then I start essentially spend an hour, two hours looking after my plants. I can like spend time looking at them and not doing anything, just talking to them. That gives me back energy.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“No, no, no, no, no, no, it is not. And the problem is, like, if you don't have enough time for certain things, then you're sacrificing your partner, your friends, all of that stuff, and that's the hardest thing for me. I choose to actually work, like the amount of others that I work and work 41 labs and work for my fund and for my LPs, but there is a choice. And then you're choosing to do things, putting aside all the things that are also equally important.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Oh, I mean, for me, like, if I get three unicorns and 11 lamps crosses a billion dollars in revenues, I would be very happy. Three unicorns for the fund. I would be very happy.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes. That's absolutely fine. Like, not everyone learns at the same pace. Not everyone's market grows at the same pace. And I think that's okay. Like life is not perfect. Why would do we want to have perfect companies in our portfolio? No, let's do the tough things always. I think the reality is for my LPs, I always tell them like, guys, we're going to get it right and we're going to get it wrong. And that's okay. Like, if I invest in a founder that like it doesn't work out and the founder wants to do another company, I believe the first time, why not to do the second time? Literally, like you are like trying to fall in the same place multiple times. Yes, and I will because I believe in people and I believe in they can do something that they can do, like learn from those mistakes and execute and move quicker and quicker and quicker. I think that's okay.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Okay, he cannot be the robot I love that there's a company in Spain called Tequer Robotics, T-H-E-K-E-R. They're doing like robotics for the manufacturing industry and warehouses and all of that stuff, absolutely the most genius.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Think it's very difficult. I think it's like for me, it's like if in the first conversation, I want to understand how they think about go to market already. And if they tell me, like, sorry, I'm just like, I'm only thinking about building research and doing all of these things, like fantastic. I love your product. This is great. It's fantastic. Your mindset, your ideas, it's just not for me. Because then you're going to be fighting with them for like go to market. And I have a bunch of my portfolio companies that actually are like that. And it's great. Don't get me wrong. They're doing super well. And I love them and I'm as helpful as I can. But at some point, the party ends. And if the music ends and you're stuck without having a product where you're monetizing it and you're stuck with the idea that like we can always make more money later on, then you're going to get fucked.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Like, I've done a few investments where I was committed on the market, I was convinced on the founders, but I did not check how hungry they were to actually do go to market. I ended up finding out that, yes, they were very hungry to build product, to execute, but they were not hungry and actually iterate and they go to market. How do you tap?”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Think they did like different variations and methods. I've not done it in my life. Essentially, as my wealth kept increasing, then fundamentally I started doing bigger checks. And that's okay. But, and you know, like sometimes, like, of course, we fool ourselves saying this is the company. And you know how the majority of times that we do it, like you end up getting disappointed. We get disappointed, but also like we would do it again.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Self-hiring. For me, I go into customer calls with my portfolio companies and absolutely love it. I do interest for them. I ask them to send me their decks, their pitch, record themselves pitching, and I give them feedback. And I love it because then I can figure essentially how potentially we can change it, how are we in the right market? Are we not? Are we getting the right traction or not? I absolutely love it. And I think that's you can be helpful with your portfolio companies in your own way. Just forget about the money. Do small checks. It doesn't really matter.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Be helpful, like the money that you're investing is not worth it. Like, I mean, it's just not worth anything for any company. Like if you put like a 5K check or you put a 10K check or you put like a 50k, it's not going to make or break the company. And you need to be very clear that like in your mind that that's not the case.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I don't think it matters in the early days. I think it's more of how do you get speed? But if you're building an entire brand new market from scratch, I think you have a power of deciding the pricing and that pricing will help you a lot in terms of unit economics. So the key item is like, are you building something from scratch? And if so, then you have like pricing power. If you're not and you're only looking at building something that other people already have, then you're going to get screwed and then you will have to figure out how to actually go deeper to be able to charge more.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“That happened a lot. Oh, wait. So you went on interesting a week ago, and now that you know that 20BC and Baobab are doing it, then you're interested? No, thank you.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“And not for me. I love the scrappiness. I love the crazy ideas. I love the companies, like the founders, like no one wants to back them. I like those ones. I love things that are not obvious. We just did a deal together. And it wasn't, I mean, for me, it was very obvious. For your team, it was like Kira and for you it was like pretty obvious. But I also talked to a lot of other BCs and they were like, no. And they're like, how is this a no for you? I don't understand it. Those are the things that I really like.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I did a pre PC. No, but I think at some point unit economy is also matters, but also I think it's important to stay within your lane as well, right? Like I get a lot of A's and amazing companies. It just knows my area of expertise as a fund investor. And that's not what I'm going to have a lot of fun as an investor.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Nobody, I think that's the key. People that want to achieve something that is different have a very clear idea of what is the actual vision that they have, who carry yourself.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I think for me, it's like the way I thought when I was raising a fund is I will be very happy the moment that I actually have seven unicorns in my fund.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I can't even remember. But, like, and I remember that clause, which was like for me, was absolutely silly. And I was like pushing back. And for them, it was like core to them. I was like, I call my MLP, which is absolutely fantastic, like Sindana Capital, the really amazing guys. But I remember calling them like, guys, like we need to get over this. Like, if we are fucked, if I don't return the money and I don't do all of these things, we're all fucked. It doesn't really matter how we see it, right? It just doesn't really matter. So let's move on. Let's close this thing. Let's make sure that I start deploying the capital. And then we will celebrate. And if it doesn't work out, I'm fact. I'm accountable for this. I lost all of this money. We'll figure out, but I don't think I will lose your money. I think I will do like a 10x. And I'm happy with it. And we ended up like moving on.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“But you know what? But the interesting thing is, like, I think you put it really well in the other podcast, which is like, you are the hardest working person in the office. I understand. And if you want to do both things at the same time, you need to prove every single day that you are the hardest working person in the office. And I think that's when it works. Fundamentally, like you will work really hard for the company, but also you will work really hard for your investors and your LPs. And when I was negotiating my LPA with my LPs, we got stuck in one's clause. You know, like always you get stuck in clauses and things like that.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“The same time. Yes. Yes, yes, yes. It should always. My thinking here is it is because founders want to be backed by other founders. They want to be backed by the best operators. They also want to be backed by the best investors. If you are like an operator and you are willing to deploy time, not money, time, to help a company like navigate and try to be successful, at some point you will end up realizing that like why not to actually do it with institutional money?”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“That's what needs to change fundamentally. Like, how do we create content that takes less money, dollars to actually be created? You start very slowly, but also then you ramp up once you realize that actually there is product market fit in that content. And I've spoken with a lot of studios over the past like three years. I've spent a lot of time in LA, in the industry. And my pitch always to them is like, hey, let's try to create content that will capture people's attention across the challenges that they operate today. And if it works well, let's scale it, then you have the $50 million budget. And I think like what's where AI can benefit a lot, but you have, and because like you can iterate a lot, you can create content that is personalized, you can create something that is like is engaged by people. And then we were talking yesterday about this idea of cost per engagement. Why don't we use exactly the same framework? How much is the cost for every single person that gets engaged in your content? And that content can essentially expand to be extremely high quality.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I don't think that's how I will put it. I think like Hollywood is declining in this model that they have today, with like very big budget productions that require a ton of people, that require a lot of different things, right? And I think they're going through a crisis. But I actually think Hollywood will come out even stronger than this. And I think at the end of the day, it's like, imagine that you get a startup and a startup tells you, like, you know what? I need $100 million. I need $50 million precede just for this idea. And then it's going to take me five years to get it out. I don't know who's going to buy it. What are you going to say? Like, why don't you raise a million dollars? That's going to be like raise a million dollars, prove like some points and then start going deep. And I think that's the problem with Hollywood right now. I don't think it's like AI voices. I don't think it's AI video. I think those are like additional solutions to make sure that you're democratizing it and you're reducing your cost of launching new ideas to the market. And that is going to be part of the solution.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“We are there. We have an office. Yes. It's really, really, really tough. But also, like, the benefit of Korea, and that's why I was saying earlier, like you need to have a thesis on why you're launching in a specific market. But the thesis on Korea was they produce a ton of content. They're very innovative when they want, and they're producing products and services, not for the local market, but for the international market. So in reality, yes, you need to be selling in Korean, but the majority of your usage will not be in Korean, will likely be for the international market. So how do you support and map those languages that they care about so that you can target those companies, at least for us?”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“It's really hard, and I started doing it like two years ago, going myself to Japan, like constantly and meeting companies. And we started generating motion. It was great. And then I hired my first rep and then I hired the GM and the rest of the team. That was a really hard market. And you could not sell in English everywhere else in the world, but you could also not sign contracts that are always in English. Like, so if you end up having a team that mostly has mostly had experience in the US, their belief is that like you can repeat that anywhere in the world, the reality is like you look at Latin America, less than 5% of the population speak English. If you want to open France and launch in France, good luck if you're only going to be speaking English. Good luck if you don't offer like French law in your contracts. No one's going to be signing it. So there is some of these learnings that we've had that are really, really tough that like we wanted to actually sell in France. And well, I was not speaking French. Then let's get someone that speaks French, right? So there is some of those things that we've learned.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I think in general we've been weak in some of the languages and that is like entirely my fault on believing that like you could sign contracts everyone else in the world everyone in the world speaking English only and then you realize later on that's just not possible and don't get me wrong like i opened like japan by myself without speaking japanese”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“We everywhere these days. Everywhere. I have teams all around the world. Some of them have been around, some of them have not been announced, but we have teams all around the world, yes.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“No, not on the PLG. I don't even look at the PLG numbers. I don't care about those ones. I look at what are the enterprises, what are the companies in the market? How is my portfolio construction in that market? And how can I close some of those companies to get to a certain level of revenues? At the moment that I get to that certain level of revenues, for me, I've nailed a product idea that needs to grow and needs to prove that it can scale and it can have product market fit. But at least I've proven that actually it can start selling in there. Then that's the moment that I actually can get a team on the ground.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Because, like, I'm already making revenues. I'm profitable. I'm making revenues in that market. I've proven that it is a market that is getting. So”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“But we do it centrally. We always try to build a market centrally from HQ, trying to close some deals so that for me it's free to actually deploy a single person on the ground.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“I had a very clear convection that, like, at level apps, launching India was going to be extremely difficult, and we might fail. And what I ended up realizing is like I didn't know enough the market to realize if you do it well, you can make a ton of money and also generate a ton of bus and generate a lot of ROI.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Thousand dollars a month. When you started spending $1,000 a month as a business, your brain completely switches because you don't want to put it anymore in your credit card. And at that point, you start believing like, shit, I'm spending a lot of money in there with that software. I do have high expectations. At that point, if you have a motion from a sales perspective that is fast enough, then it doesn't really matter.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Can always, and Salesforce has done it extremely well. For me, they had the reference on this, it's like they built a panel ecosystem where they get deals from Salesforce, but also they send deals to Salesforce. And in some cases, like in the markets where they cannot be building the customer, they actually do send the deal, be like, oh, you're my partner, you will be building the customer, and then I will bill you independently, right? That's fantastic ecosystem to be building.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Takes time. It takes fucking long time. And that is a reality. If you're coming into the distribution side with partners or you're building the entire partner ecosystem thinking that you're going to be making another 20% of revenues in two quarters, you're wrong. Like that doesn't happen that way. You need people dedicated to it. You need incentives for them because people lose interest and you need your incentives for your own team. So initially start using like SQOs, sales qualified opportunities or SQLs as sales qualified leads to be able to actually track how much volume has been generated and what is the actual traction being generated. And then once you start having a solid like motion in there, then you start tracking and move it towards the revenues. So each one of the SQOs needs to be generating a certain amount of revenues.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“100%. But also, like the beautiful size, like you end up building new products specifically for them because then you get the insights of the industry. So we went into the telco industry. We had no idea about the telco industry. We've actually learned everything about the telco industry partnering with like KPN, Deutsche Telekom, Telefonica, NTTOCOMO, all of that really amazing brands that have been in this room for a very long time. We work very closely with the Wobben Capital guys at Toyota. We are learning a lot about the automotive industry because they're in the CAP table so everyone is motivated to it. Like in the same with like in financial services or even going into different markets like there's a number of advantages of like having corporate BCs in your cup table just because you incentivize you increase your opportunities of being successful.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Buy you out. And I think it was perfectly fine. And then everyone is incentivized, and the logic, and I strongly believe that is the case. And that's how I pitch it to everyone. It's like, we want the best. So if you invest in a million dollars in 11 apps and you bring a contract, you help us close a contract, then your valuation goes up. So you're making money from the BC side, but also your business is getting more efficient because it's implementing Lab Labs. It's a win-win for everyone.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“But I think I like it because it incentivizes the way I organize this concept initially, and it was so funny when I pitched it to Matthew, I was like, really? People are going to give us money as a contract. And I was like, investors. And I was like, yeah, let's try, right? And I think the reality was that you end up aligning incentives. If the incentive is tools only invest, the incentive is only to invest, but your incentive is actually to close a deal. So how do you figure out something that works along the way so that you put saying, you know what, you will invest for every million dollars that you want to invest, you need to actually bring X amount of revenues in the next 12 months or 24 months, whatever time frame you want. And there has to be some penalties and some consequence if that doesn't happen. That is the way that like...”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Exactly, and you essentially negotiate contracts with them, and essentially they end up depending on the situation, you have one side or another one.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“All of them end up having one like entity.com ventures, like all of them have one of them. But the good thing is they know their business and they were not sexy up until like a year and a half ago, two years ago. They were not sexy. It was like returns were not there, as we know, right? Like CBC getting returns is like really difficult. And they were just like trying to like fight to get a location in the best companies, but like it's just not possible. Today we've proven with 11 lamps that like we dedicate the time to actually partner with like Woven Capital from Toyota with the Deutsche Telekom guys, with the Telefonica guys with Liberty Global that actually join our cup table, all of those pieces. Like that is a fantastic distribution strategy.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“There is a concept that I really like that we've actually done fairly well, I would say, at T1 Labs, which is like the strategy partners. And that is strategy partners like we put in that bracket is like companies that have a CBC. And I'm like, this is going to be controversial, but I actually love CBCs, like corporate venture capitalists, because they help you navigate big brands. They are your champions internally, and their incentive is to actually make it work really well for the business”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Has to be like not salesy. I think it needs to feel natural. You should do a presentation about your company, like some insights, talk about the things that are coming next, your vision. But if you make it too salesy, people will walk away and never come back. And I think that's the fundamental trade-off. Like for me, these big events, like we talk a little bit about 11 app, so Matti ends up doing like the beginnote, but then after that, for me, it's all about how do we put those partners, those companies that are building our platform or are using our technology in front of as many people as possible so we learn about them. And I did a fireside chat with three amazing companies like BCG and Aturgi and Connector. For me, it was more about like, how do we enhance their appearance? How do we talk about what they're billing, what they're using? It's less about like them. And I think that's like, you need to plan the content in a way that it feels less salesy. You talk about it, but also you bring partners to validate what you're doing is actually right.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“100%. Why wouldn't you? So you end up having this concept of influence revenue and then direct revenue or close revenue, right? So there's a lot of like different variations, all of this that you can plan it. And the event that we run in London, the 11 Lab Summit in London, was fantastic. We wanted to prove that like a European company can actually be running these big events with so many people and then put up a show that actually people get passionate and talk about it and also motivated and presented. We presented some ideas. We presented like we brought some like guests to talk in front of everyone else.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“We should be spending less on those things and should be building our own events more. Yes. That's why we did like 11 last”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“Could have a dinner with like four like 15 people and cost you like $3,000, $4,000, $5,000. If you want to go bigger than Sanchini to shut the entire place and all that stuff, so you will have to spend more. Depends on the city. Not the same doing it in Mexico City or doing it in Barcelona or doing it in London. But the ROI is actually quite solid. So the benefit of the dinners is like you end up imagining you're inviting competitors. So you're inviting like competitors like different customers you're trying to close. So like those guys are going to know that you are actually talking to these other guys. So there's a FOMO that ends up being created in place and it just pans out really well. And because they know like it's usually the same ICPs so they know like who is doing procurement, who is doing like whatever, who's doing like the sale, who's being like the CTO, who's the chief AI officer, all of that stuff. They know each other. They always works really well. The words ROI for us has always been conferences. It just is no ROI in there.”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source
“The majority of them end up producing good returns. But when I look at the ones from an enterprise perspective that have a better ROI for us is like dinners. When we do a dinner with like execs in a given city, that has the best ROI that you could have. If I go to a trade show, the majority of them don't have good ROI”
2026-04-11 · The 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 · IDENTIFIED FROM THE TRANSCRIPT · source