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Carles Reina

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2026-04-11
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2026-04-11
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  1. “I do 100% believe that our people are like 4x better, like without thinking twice. And I would take them to war, I would go to war with them every single one of them. It's because we are tough on them, but also they're tough on us. Like they give us the feedback, the difficult feedback, and I get it every single day, and I'm happy that they give me the tough feedback because what we're trying to do here, and I've always believed and grew up with the idea of like, we're trying to find the ground truth. And what the ground truth means, like today means X. Tomorrow it means something else, and the following that will mean something else. So if you don't have people that are constantly challenging you and constantly thinking beyond what actually is happening today, you're not going to be able to survive. And those are the people that we hire.”

    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

  2. “No, I don't think it's that easy to sell, especially in this environment. Of course, I think if you have a big brand, like an OpenAI or like an Antropic or 11 Labs, it's easier a little bit.”

    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

  3. “The biggest example is like Google in the early days. You have like Sergei Bin and Larry Page together with Eric Schmidt. That's amazing. A guy that had tonel experience was really successful, ended up coming in and magic happened. I think fundamentally, like both parties want to make it work, it can happen. But you need to make it work and you need to hire the right people that will have, like, will be in the same brain wave as you are.”

    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

  4. “Not really. So, for instance, one of the, and I know this is going to be controversial, but I think all of the tech startups are afraid to actually hire someone that has had 20 years experience, 25 years experience. And the excuse that they use is like, the person is not going to fit the business. And I think it's bullshit. I think it's full wrong. Fundamentally, someone has 20 years experience in sales and has been selling for the past 10 years to the same financial services firms in the city or in the US has so much wealth, so much knowledge that they can propel the entire business. Now, the question is like, not all of them are going to fit your business, but a good portion of them, if they're still hungry and they still want to actually do something that is meaningful, they're going to fit really well. Those type of profiles will shorten your sale cycles because they will join and be like, okay, now I know the product really well. I know the vision. I know how to properly pitch it. Let me call off my friends that have been interacting and all of my stakeholders that have been interacting for the past 10 years.”

    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

  5. “In general, like one single market going one market at a time doesn't work. Traditional BCs, like the traditional method has been like, oh, you open one market, you go deep, you win the account, you showed the value, then you go to the next one, and then you go to the next one, and so on. And there's like the bullshit advice that BCs have been giving for many years. And I know it's changing fundamentally because like, hey, like the reality is like if you're going to have 100 competitors in the next like month because you're starting to get some traction or because of whatever reason or everyone is thinking about the same problem and then going deep, then opening one market after the other one after the other one instead of actually parallelizing and trying to do multiple bets at the same time then it just counterintuitive.”

    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

  6. “In the world where, like, snowflake grew up, that made sense. In the world we are in today with AI, that doesn't make any sense. Because fundamentally, like anyone can spin up a competitor of your product in the next two days. So fundamentally, like your customer success, you need to actually go as deep as you can, as early as possible, and try to close it as soon as possible, a single contract, and then your customer success is the one that actually will help you expand it quickly and retain the customer. So if it becomes a services business only, what you're charging for every single penny, then you become a transaction. You're not building a community, you're not retaining of the long term. You should be incentivizing them to actually do both things. Community trust and also incentivize it in the long term. So that's why I am in favor of charging for services, but in not all the cases it makes sense. The game 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

  7. “As a satisfaction or happiness moment for customers, no, it's like customer success needs to be a money generation function for the business that works for the customer, but also works for the business to incentivize growth, expansion, cross-sector.”

    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

  8. “The huntings are important, very important, specifically when you think about distribution. You think about outbounds, inbound, you think about a lot of different pieces, right? But at the same time, a hunter that is not well managed will create more damage than actually opportunities. So let's say, for instance, you're trying to close a company that has multiple sub-companies. It's a big holding company. We can use any name you would want, right? And then you have a hunt that essentially tries to go to each one of them, but doesn't do it in a very structured way, like trying to align what are the incentives for this big account. Then fundamentally, you end up having discrepancies on pricing, you end up having discrepancies like what is the actual value for them. And then each one of them discrepancies ends up coming back to hunt you down essentially when you try to renew the contract or the other forms. It is important to have them, but at the same time you need to have them in check together with the customer success. I actually am a big believer of customer success. I don't believe customer success.”

    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

  9. “Yes. So, first 12 months, you can close a deal. It doesn't really matter $50,000 or a million dollars or $10 million, whatever you want. And then that gets expanded over the next 12 months. You will get commissions. Great. And you can hit accelerators with that and so on. If it's a strategic account and we have designation of what is a strategic account, so for instance, like the top 20 or 30 accounts in a given market, depending how big the market is, fundamentally, then you will unlock commission for two years. And we can change it if needed, right? But at a practical level, we found that that's like the first way.”

    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

  10. “No, no. It's easy to get hooked on spefs or specific incentives and lose the entire site of what you're trying to do. If you put too many accelerators, if you put too many incentives in one place, you create the wrong behavior, which is people try to sell whatever it is to actually unlock it. For instance, like we don't pay commissions on pilots. Because why? Like it's not adding to our valuation as a company and because it's not adding to our valuation as a company, the engineers, the researchers, the ops people, the people, no one is actually getting a boost in their equity. Then why should we pay it? Let's do the right thing and let's do the complex thing, which is like, let's do the pilot if needed. Let's convince the customer that the metrics are there and we're doing it really well. And then on top of that, once we sign a yearly contract or a two-year contract, then we pay you the commission.”

    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

  11. “That is including your quota. And then after your quota, yes, additional, like, and we have a 1.1x, 1.2x, 1.3x, 1.5x, and so on, right? So the more you keep selling above your quota, then you hit those accelerators. But then we have like accelerators for or spiffs, specifically for individual products. So if we are incentivizing one product because a quarter, we want to incentivize that product, then we will put an accelerator or a specific spiff for that specific product, and then people even are more motivated on that front.”

    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

  12. “Depends, like, so the way we do it, and I think it's fair, is like for every single extra year, you get another 25% extra commission on top of it. We start at like 5% commission on anything that you sell. And then we have the accelerators.”

    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

  13. “Exec, the CSM, or it's an engineer that went all in and then managed to get a contract, every single million has $33 million in extra valuation for the company. If you put it that way, it's a benefit for everything. Some people get more equity on the engineering side. Great, they deserve because they don't get commissions, fantastic. They were popping up their entire value of their stock.”

    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

  14. “I don't think so. It's like, I think you need to put a quota that is challenging but also fair. And if people miss it fundamentally because it's too high, then you need to do the right thing and they lower it or compensate them correctly. But also good salespeople, they want to be the best ones. They want to actually, they're moved by the coin. They're moved by the fact that a big challenge ahead of them. If you don't put that challenge, they're just going to be slacking. You're not going to get the best out of it. And I think for me, that's the key item. It's like we say like, hey, you reached your quota 100%. Fantastic. And then you start unlocking an accelerators. To the point that like, I'm very happy. Like if we sign a million dollar commission check, I'm the happiest person alive. Fundamentally, because like that person did so much money for the business and for our shareholders and for the rest of the company, there is absolute no-brainer. Again, like for me, it's like for every $1 million in revenues that any single person signs, and I don't care if it comes from the SDR, the accounting.”

    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

  15. “I mean, I can tell you we had two employees that in February had already achieved the entire full year quota. I put a message in Slack saying these two people have reached the Mount Olympus of sales at 11 labs, because in two months already did their quota.”

    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

  16. “I think we will end up seeing the fact that people are becoming much more efficient. I think the goal for me at LM Labs is like 50% improvement in productivity. That's the one that I want to do. Because then it means that I can hire less people. I prefer to manage a smaller team that gets super well compensated. Any upsells, any contracts that the AI agent ends up closing, I will pay those commissions as if like a human actually closed it. And I'm very happy with that. But also that means that the people that we want to retain and have are going to be extremely top talent that are performing at 11 that no one else is performing. That has a consequence. That is instead of actually doubling my team or doing a 5x or doing whatever it is over the next like two years, I end up hiding less people. But they're very concentrated.”

    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

  17. “Our bone is dead unless you do it with humans, or unless you do it humanly. And that's fundamentally the key item. I can tell you at 11 labs, I spent the past two years plus trying to convince the team to actually hire engineers to actually help me build AI agents for revenue, for sales. And it was only last year that actually they were like, okay, let's do it. So we ended up hiring people and we ended up building AISDR that handles inbounds. Super good results. I have now an AI proposals manager that like scans the web for RFPs and RFIs and then proposes scores and proposes things. I have like an AI custom success manager that fundamentally leaves in the 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

  18. “Respond rates on outbound emails has dropped to the lowest of any point in time. It's like less than 0.01%, like people getting message on LinkedIn. It's like it has skyrocketed. And you can perceive that it's actually a transactional email mass sent to everyone or it was generated by AI. That doesn't work.”

    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

  19. “No, that doesn't work. Good. Glad I suggested that. It doesn't work. Like, lucky you're not hiring me. Dodgy started the interview. Nope, you're fired. No, but it's like I've tried a very large number of AI go-to-market tools and they don't work. And they don't work because they see everything as a transaction. The person like, if I was building it and hopefully like some people will be able to actually use this, if I was building an AI authentic platform for sales, right, I'll be like, okay, let's actually understand each one of the core potential leads. What do they prefer? Do they prefer to actually be reached out over email? Do they prefer to actually attend events? Do they prefer to actually have a phone call? And you can try to map some of those components. But what people put on LinkedIn and social media, that is the most fundamental element. But what we're actually seeing on the AISDR front is that the majority of these tools track everyone as if they actually want to receive a message. And people hate it. And you see like the...”

    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

  20. “Some of them, yes. But I think it's fundamentally that the market has changed the way that we build companies today has completely evolved. We can do deals much quicker. But also for me, the key item is a deal can be done. You can hire teams that have a ton of experience. But how do you think beyond a single deal and think about distribution entirely? And I think that's what we're thinking, like what we're actually missing in many ways. Like, yes, it's great to do business development, it's great to think about affiliates. How do you think about much more on a strategic level, but also able to execute? Those are the key components. How do you embed AI in your entire distribution component so that you are able to actually do more with 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

  21. “We had two employees that in February had already achieved the entire full year quota. Customer success needs to be a money generation function for the business. The role of a CRO is fundamentally thinking about like not the revenues today, but the revenues of tomorrow. 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. It's like the fastest product in terms of revenues that we've ever had. It's just insane. If you want to do something, budget is never going to be a problem”

    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