Former ElevenLabs VP of Revenue Carles Reina describes sales performance under the company's 20x quota model.
Disclosure
Reina: ElevenLabs set a 20x quota-to-base ratio with uncapped commissions
“The entire logic was very simple. It's like, look, if you want to have a base salary of a hundred K, you're going to need to bring two million dollars in revenues every single year, right? You have uncapped commissions. It's like OTE out of the gate is going t…”
What-if
Reina: ElevenLabs would have neared $1B ARR with earlier senior sales hiring
“And I think those two items, if we had done it much sooner, then for instance, we would have already passed a billion dollars in revenue, for instance, right? Or like getting close to that billion dollars in revenues.”
Disclosure
Reina: ElevenLabs paid zero sales commissions on POCs, only recurring revenue
“For us, we established that like we would compensate, we pay commissions on recurrent revenue contracts, but not in one offs. So if you sign a POC and you pay for like two months or like three months or like two weeks, you would not Get any commission on that.…”
Assertion Not checkable as stated
Reina: ElevenLabs GTM team averages 167% quarterly quota attainment
“The average quote attainment on a per quarter basis is across the entire go-to-market team is a 167% every single quarter.”
Insight
Reina: LLMs struggle in sales because they only produce within-distribution results
“I do still believe that, like, AI agents are not that good today actually at doing something that is very relationship driven. But they're getting much better at it, right? So, like, the problem is when you look at LLMs, they look at the distribution site, and…”
Assertion Supported
Reina: ElevenLabs scaled from $0 to over $600M ARR in 41 months
“And when you look at the stats, for instance, we went from Zero to a hundred million dollars in ARR in 20 months. Then we went from a hundred to two hundred million dollars in another 10 months. Then we went from 200 to three hundred and thirty million in anot…”