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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“Premium branding on the worst team. 100%. You get more exposure, and also you have a lot more creative freedom. And also you're betting. So the one of the main reasons why we ended up picking all the Revolutive F1 is because if you look at the history of Audi, it's like every single sports championship that's ended, they've ended up winning within five years. And that's fantastic. And like they're building the car from scratch, they build it on engine. They build everything from scratch. They're competing with like all of the big ones. And I'm a big formal one fan. And I actually feel that like this idea of incumbents, like very technologically driven with a really clear mindset, drive idea to and so on. It is who we are as a company, 11 apps. But also it's who Nick and the team are at Revolut. So it fits really well with your entire narrative as a company if you try to do it away.”
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, Audi Revolute F1. Took us a long time to actually get comfortable with the idea. How much did it cost? We spend them a good amount of money. Like the budget, like we had a budget in mind that we wanted to spend and we went to different teams and we ended up negotiating with like, this is the budget that we have. This is how much we want to be spending for year one, for year two, all of that stuff. What are the options? And then all of the teams that we spoke to, some of them were like, no, like for this, no. And or like for this, you don't get anything and you don't even get the logo. Some of them are like, oh, we'll do all of this stuff. And then we end up narrowing down to two teams. And then we end up negotiating with two teams in parallel. And then there was one, like, which is ODA Revolutive One. They're like, we were very impressed. But it took us a while to actually be comfortable with the entire concept.”
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
“Might well be because you haven't proven with a test or experimentation that that is the right thing to do right now. So for me, it's like you want a budget, you want, what do you want 100K? You want 50K, you want 200K to actually prove that things do it. Don't ask me for a million dollars and ask me for like dedicate an entire team to it. Don't ask me to actually dedicate six months of your time for that specific thing. I'm not going to do it. But if you do it on the side and then you prove me that like you can actually make it work and I start seeing some results, we will scale it and we'll give you all of the budget that you want.”
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, we've never actually put any constraints on the lack of budget. If you want to do something, budget is never going to be a problem. And that's been since we get it.”
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 is a very large portion that is overexaggerated, but I think there is a real fact that people will end up building their own applications. And I think that's key. I think it's why not?”
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 like four like code of things. So a CRM, I would love to customize it. I would love to actually build it myself even. It doesn't really matter. You don't have to spend that much time. It's just like a pool of ESA. We haven't done it. We use Salesforce. But for some other applications, like, I mean, why wouldn't you do it if it fits better in your entire ecosystem of applications? If it fits easy enough, then maybe you should. Would I build an entire Google Drive or a Gmail? No, I wouldn't. Like it wouldn't make any sense. But for a good amount of applications, for sure. If I was like a procurement guy, I would be building a procurement software for myself.”
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, like Sulovable ended up building it on platform, or like you can track We should be building our own platform as well, but like, we're not”
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 use Gong and then automatically fills out our Salesforce, and so we try to automate as much as possible. And by the way, like Lobo has the best CRM that I've ever seen, those guys have really smashed it. Like, shout out to them.”
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
“My personal take is interviews people behave differently if they think that they've been recorded versus if they think that actually they have freedom to say whatever they think is best. In sales we are always like ask everyone to record it and we have like it's mandatory 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
“Me, like, you can get it very quickly, right? Like, people that have extremely high energy, that are sharp, that are thinking quick. And also, there is other people that will be slightly opposite, but also they're going to be very, very deep. And it's like, it might take them a little bit more, like more time to actually get there. And those are less obvious. But once they do, it's just insane, really good, right? Like, if people are sharp and they're energetic and passionate and they come across like someone that really wants to win and you can ask them like, hey, like pitch me 11 laps as if I was, I don't know, like a fish, whatever it is. It doesn't really matter, right? Like, then you get a sense of like how quickly they're thinking and how passion they have, like how much passion, how much actually the research the company, who are they thinking, all of that stuff, like you end up having a”
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 a very large portion of them are because they don't have the environment to actually just push other or because they've already lost the passion on that. They just want a normal job. And that's okay. Don't get me wrong. That's absolutely fantastically well. It is not what I'm hiding for.”
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
“Attracts a different profile. Sales attracts the people that are much more outspoken, people that are much more extrovert, people that actually want to do something different, right? So by definition, you don't go into sales if you're not willing to take like the harsh feedback. If you're not willing to actually take that feedback.”
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
“Upper basis so anyone can see it anytime, and if you're at the bottom, then hey, you're gonna be able to see that you're at the bottom. At a practical level for me, it's like it's beyond that. It's like, that's one component. But if you have someone that is like building strategic accounts, then I'm not sure it. If someone is actually building the right pipeline, I'm also not too worried, right? But you need to see the action. You need to see how many meetings are doing. If I open a calendar and someone has a full calendar that is empty, I'm like, what did you do this week?”
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
“So, people like we post automatically, we have a bot that actually will post automatically into the sales channel every single week, a summary of what percentage of quota payment year to day for that specific quota and all of that stuff. And the forecast.”
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 and no. For us, like all of the stats are publicly open to everyone, so everyone knows how much revenue we make, everyone knows each one of the reps.”
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
“One is the dilution. Like, if you're not upfront about the expectation, I think you end up diluting because people come with different expectations, they essentially behave in a specific way that it's not the way that you want it. How false can 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
“I think it is possible. But it is possible if you try to retain a smaller team and you implement the latest technologies to actually make everyone more efficient in general. Of course, the bigger the company, then I think you get software, but you look at what Mark Andreessen was saying the other day and like companies are overstuffed by 25% and even more, right? Of course, there is a trade-off between overstaffing and understaffing. So if you understaff and people have even in sales or like revenue, you have too much pipeline, they end up not closing nothing.”
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
“Majority of them Talking about our churn rate on the sale side is actually not that big. It's because, like, when I make an offer, I tell every single person is going to be extremely difficult, extremely difficult. We are a hard company to work for because we have extremely high expectations. You're going to work like a huge amount of hours. I expect full commitment and people love it. So you end up filtering out people that actually don't want to have that type of life. And 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
“But how do you create enough fun, or how do you grade enough brand to be able to actually reduce that six years to a lot less?”
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
“Would you do it with that piece? So imagine you're LPs, it's exactly the same concept, like your LP is like the big side.”
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 it's not that easy to get into the big enterprises anyway, right? It's not that easy. You've done it with the portfolio companies, you know how difficult it is for them. But once you start getting into the motion”
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
“Yeah, they've done super well. It's fantastic. Like, those are the three brands that are blue cheap organizations right now in the procurement team's perspective and IT team's perspective. It's fantastic. It's great.”
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, 1 million percent. And whoever tells you no, it's just lying. That is a fact. And I think the ideal scenario is like no one gets fired. Like the idea, like, do you remember IBM, right? It's like no one gets fired for actually buying IBM. It's like, that is the ideal scenario for any brand. It's like literally you become the safest asset in the block. Great. I think like the two companies that today have been able to make it is, or three companies, if you want, OpenAI anthropic, full respect for them, cursor. The three of them, I think for me, are 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
“We went back to zero. We went back to like. Let's do horizontal. Let's allow people to do much deeper, and then we will start segmenting again when the right timing comes. And what ended up happening is we would then give them, like, I would then give them a name account list and negotiate with them based on fundamentally how I was thinking about the portfolio construction. And that worked really well. Like literally, we lost a quota. We end up changing all of that from the ground up. And then you could see like people starting closing deals in the first month. And it was like insane because it was day and night. We had changed the culture in the team, in the local market by getting it wrong. Let's go back to the basics. Let's redo it from scratch. Accept that we've made a mistake and then move 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
“Lake Sierras are actually thinking these days. If you tap it into like AI agents, for go to market and other pieces, then you have like something that is quite unique for your 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
“Fundamental because one is very sticky. Number two is like it's a benefit that we make to society if we can deploy agents for people to have better interactions with the actual like government and government services. It's an absolute no-brainer and I don't care if I don't make enough money to justify it or like I lose money. It doesn't really matter to me. And then the three is like it's a hard industry to get in. So the moment you actually get in, then it's just like you never leave that industry. When you start mapping those things out, you need to make the bets. And one of some of those bets will pan out really well. Some of the ones will not like pan out that well. But it's literally portfolio construction. How quickly can I do some of this sales so that I can spend time also like in the difficult ones? And my investors don't call me saying, what the fuck are you doing? I'm going to fire, right? And I think that's like a fundamental of idea of like portfolio construction. And you do it at a country level. Each one of the new countries that you actually want to be launching. And that is a completely different concept than what the majority.”
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%. Government vertical is one of those ones where, like, we said, you know what? And it was one of the big bets that I made this year was like, I don't care how much government.”
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
“So for me, the key item is like how many companies are in that market? How many very complex enterprises are in that market? And how do I creep enough liquidity in that market to close deals every single week so that the team stays motivated and sees the challenges of closing deals?”
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
“didn't work because A people were not passionate enough to actually close some of the biggest sales and c like the team was way too small and like if you do it like early on if you segment too early then you fundamentally end up like screwing things up so what i realized like i have this placeholder in my in my calendar every single week that is called pipeline construction and that pipeline construction it's like similar to like portfolio construction that you're familiar with but for me it's like pipeline construction how do i take a bc term and put it in like in my mindset how do i design the perfect pipeline for any given market and segment and that's when you start thinking it's like actually you need like the liquidity but you also need the big whales so each one of my account execs needs to have the ability of like closing big whales specifically on the enterprise segment but also having like liquidity in the pipeline so that they don't lose the confidence because people were losing the confidence”
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
“So I will give you an example in India. I try to implement vertical assumption too early and essentially kind of deprive the revenues for a single quota. And it was like an absolute disaster. And then I realized like, no, what has changed?”
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 have verticalized sales team right now in specific markets, markets that are much bigger or markets that are much more mature, 100%. We have people that only do like BFSI, only teams that do like healthcare.”
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
“You would still need to maintain them. You would still need to actually make them operational. And 11 apps actually takes that away from you. An Evel Apps agent takes that away from building the entire orchestration and managing it. Everyone can be building anything from scratch. It's just, do you have the time and do you have the resources? And if the priority in the company changes, are you going to be able to continue adjusting and making sure that you get the right funding in there? And I don't think that is true. And we're seeing it all around the world where like, yeah, we could go with open source models. Excellent. Do it. You try to operationalize it and they've lost three months and then they come back.”
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. Anything like there was a lot of conversation last year. And I actually have evolved my mind on all of these things. And of course, it will continue to evolve, right? But a lot of people were talking last year about like, oh, open source models are going to take over, like, even on the AI voices space, like you're going to get commoditized and so on. And for a period of time, I kind of believed it. I was like, yeah, I mean, there is a point in time open source models will take over. Like it will be a fully commoditized. Great. Like we just need to continue going deeper on the product integrations, full verticalization, distribution, all of the stuff. Great. And what I ended up realizing is like, even if open source models become extremely good at the same quality level that we have, like it is the additional hassle, it is the additional components that make it very difficult for any organization. So if you're a bank already, you might want to play with the idea of what if I use open source models. The problem is those open source models are not built for the skill that you would want.”
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 our team is dedicated to that. It's like everyone is selling agents left and right. We've had the best quota ever. It's been fantastic. But people are incentivized to sell agents because we know we are competing with other companies. And sometimes those companies that ends up complaining to us being like, why are you competing with me when you're also selling me? But the reality is like, hey, if you pay me like $1 and I could be charging the end customer or you're charging the end customer $20, then I'm like, I mean, maybe I'm doing something wrong here as 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
“Think it gets to a point where, like, I think fundamentally we've been very happy to actually support the entire infrastructure layer because we believe that the opportunity in the market was way bigger than anyone was expecting, right? Boys and interactions with humans and human technology interaction, like it is the fundamental piece that was missing in the entire puzzle. Now, you end up having situations where like similar to, I don't know, like an NVIDIA that was like competing with like powering everyone but also competing with everyone, right? I think that's actually fine. Like it's okay that the market is big enough for multiple companies to coexist and then try to target the same customers. I'm not going to deny it. I think like also means that like everyone needs to be aware that that will happen. So when we launch our agents product, I called the biggest platforms agents platform that we were operating in our platform and I told them like guys FYI in the next”
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 don't share that, but I think it works really well. It's like the fastest product in terms of revenues that we've ever had. It's just insane. But also think, like, you look at all of our competitors, like you mentioned Sierra, DeckGone, and all of the other ones. We power all of them. So we actually make money of literally customer support with our agents platform, but also we make money from our API foundational model layer across the board. So that's the good thing about 11 labs that is like spread so widely.”
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
“Do we do custom support and the majority of our customers starts with custom support, and we make an absolute ton of money on that. And the ROI for our customers that use us for customer support is insane. Insane. By what percentage?”
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 would not personally invest, but I also think that the opportunity for companies that are established and growing a lot to go into that space is good, it's big, 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
“I don't know. I think I would read and rather do things that are actually much more complex than the ones that actually less complex. I think we're here as startups and BCs to do the difficult things. I don't believe in doing the short path, like things that are actually much easier. If someone is doing it and someone is super good, maybe we should be buying the company. Great. Or maybe we should just partner with them. Fantastic, right? Let's do the things that no one is doing. That is what makes me passionate. And that is what a good CRO, I think, needs to be doing because we're not here to do easy stuff.”
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
“Custom support optimization for me is like, yes, your mindset is like, yeah, I want to automate, increase a bunch of percentage point, my profitability. So that's what I'm focusing. And that's great. Don't get me wrong. It is fantastic. What I'm actually interested is like, how do we figure out a way to partner with a company and create a lapse area? So it's company X lapse so that we can figure out a way for them to generate new revenue opportunities for them. That's what actually makes me passionate, but that's we have to prove that that is the right thing. So that is one of the experiments. And I'm spending a lot of time these days on like, how do we prove that the idea of labs for companies where we essentially are their consultants and help them build those agents that will generate top-line revenue with new ideas, new products is actually something that we can scale and generate like hundreds of millions.”
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
“Channels, products, ideas, should we be pitching services? And I was like in a meeting with a CEO of an airline very recently, a few days back. And we were talking about like agents and all of that stuff. And then at some point, he was like, But Carlos, everyone keeps pitching me. I get over 100 pitches every week of companies doing customer support. I don't want to have another pitch on that. And I was like, and you're 100% right. And I hate it. Like, actually, don't get me wrong. We do it and we do it really fucking well. But at the same time, it's boring. The majority of companies will start with the bottom line optimization.”
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
“Impossible. But it's impossible if you think about it from an experimentation perspective. And I always tell my team, like I want us to test as many things as possible. I only need one of those ones to work really well to give me another hundred million dollars in revenues or 200 or 300.”
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
“Knows, I would love to hit a billion dollars in revenues by the end of the year. We have some targets internally. We're great if we can do it. If not, it will be a little bit later. That's fine. That's absolutely fine”
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
“So we're generating a good amount of revenue, but like government work. Fundamentally, it's just like it's a tiny portion of it. And I think that's okay because the role of a CRO is fundamentally thinking about not the revenues today, but the revenues of tomorrow. I'm already thinking like all of this quota I've already been thinking, like how do we put the pieces together so that the 11 labs next year grows even faster than this year? Because I know this year will survive the numbers. I have the right team. We're going to continue hiding. We have like the motion that we set up last year. It's going to grow really well. How am I doing it for next year being very creative so that I can start putting the right bets? That's what been my quota this year.”
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 know. I think you still need to have companies that grow from one to four or from zero to one and it takes them like 18 months to get there. And I think that's actually not bad. It just means like you need to incentivize the portfolio to be able to actually iterate and experiment as much as they can because we don't know what's going to work. And I think it is us, like us still, even with new products that I'm heading and I'm trying to get to market, I truly don't know how we're going to price it. I truly don't know if it's going to work out. I'm just trying to iterate. Is it going to take us a little bit longer to get to like the first million and the first five million and the first 10 million? Fine. We have the ability, but we need to iterate. And I think it's exactly the same. At 11 labs, we have like a business that grows extremely quickly, like we're smashing it, all of that stuff. But at the same time, we have like brand new bets, like Arno generating our revenue. And that's great. But it's bets that we do in for next year. So I think like the idea of the biggest...”
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 absolutely fantastically huge for us, fundamentally because we had the vision, we bet, we went early, we started working with partnering with some companies, and that pan out 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
“Big brands like big entertainment studios, and the thesis was like they're generating so much content, we should be able to actually sell to them and make a ton of money on this. And the reality was that like, yes, they do make a lot of content, but when you have an industry that essentially is very heavily influenced by the public, the audience, the quality that you need to produce, events, all of that stuff, then potentially the industry might not be ready for technology that you are trying to sell. That was a big learning. And we spend months and months and months trying to break into the entertainment industry to realize that we were not growing as fast as we wanted. So we ended up switching and having another ICP. It was like, okay, let's work with media creation platforms. That worked really well for us. And then we ended up saying like, hey, actually, the wall is moving. We had a thesis around, like, the wall is moving towards the chinting systems. How do we also bring a product to market that fits really well in the agentic world? And we had a vision on that. So we ended up working on that. And today, AI is...”
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
“Tilemas have tested like endless, endless amounts of things. And I absolutely love it. For instance, media entertainment in the beginning did not work for us. It just didn't”
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
“Not as many markets as possible. I think you need to map out and have a reasoning and a thesis of why that market so that you can refer to that and understand whether the market conditions have changed and then you have to actually like evolve your thesis. But for me, this is like go to market is similar to investing in venture capital, right? So you need to test like a hundred things to be able to find like the three, four, five, six things that actually perform and do really well. We do the same in venture. We invest in companies knowing and believing that all of them are going to work and all of them can be like a billion, a trillion dollar company. And then we realize like, shit, it not worked, but I still have like three or four or five that are going to be working really well. Go to market is exactly the same thing. Like test as many things as you can, not only on the opening markets, but also like, do you need to try like self-saturated? Do you need to try working with resellers, like with partners, with the cloud ecosystem, like with a grants program, with an affiliate program? There's so many things. And opening markets is one of those ones.”
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
“Which market should we be opening? How deep should we go into some of the structured changes? Like the company is growing very quickly. Do we need a global accounts team? So I'm already thinking about a global accounts team. When do we implement it? How do we implement it? How do we motivate people? Should it be 20x? Should it be something else? Which product should we be selling? Should we be selling to competitors? Should we be selling to resellers? So there is all of those things like the team challenges every single day. And I love it because it's intellectually stimulating, but also because it forces the entire business to rethink our position every single day.”
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