Scaling Beyond the Horizon Most revenue leaders obsess over this month’s closing numbers, but Carles Raina, Chief Revenue Officer at ElevenLabs, operates on a different timeline. In an AI-driven market where velocity is the only real currency, Raina argues that the modern CRO must focus entirely on the revenues of tomorrow. This forward-looking stance is not just a philosophy; it is the engine that propelled ElevenLabs from a nascent startup to a powerhouse generating over $350 million in annual recurring revenue (ARR). Rethinking Customer Success as a Profit Center The traditional view of customer success as a defensive, churn-prevention department is dead. Under Raina’s strategy, this function transforms into a proactive money-generation machine. By shifting the focus from mere retention to expansion and strategic value, companies can turn existing relationships into high-yield growth assets. This approach requires a fundamental change in how teams are incentivized and how they interact with clients, moving away from support and toward high-impact business development. The Velocity of AI-First Sales The speed at which ElevenLabs has captured the market highlights a shift in buyer behavior. Raina notes that the company's product has moved faster in terms of revenue than almost anything seen in the tech sector previously. This isn't just about a hot product; it is about building a sales machine capable of keeping pace with AI's exponential growth curve. When employees are hitting their entire quarterly quotas by February, it signals a market demand that traditional, slow-moving sales structures simply cannot capture. Eliminating Bureaucratic Friction Innovation often dies in the budget approval process, but Raina challenges founders to remove these artificial barriers. He posits that if a team wants to execute a vision, budget should never be the constraint. The real question isn't about funding—it's about permission and audacity. By removing the friction that prevents teams from taking calculated risks, organizations can tackle the difficult, high-reward problems that competitors avoid.
ElevenLabs
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The 30-Minute Multiplayer Challenge We often hear bold claims about AI-assisted coding, but moving from a "Hello World" snippet to a functional, real-time multiplayer application is a different beast entirely. This review examines a recent experiment where Claude Code was tasked with building "Laravel Universe," a quiz game featuring real-time websocket interaction and AI-generated voiceovers. The goal was simple: provide a high-level prompt and let the agent handle the heavy lifting, including database migrations, front-end animations, and real-time broadcasting using Laravel Reverb. Key Elements of the Stack The development workflow hinged on a powerful trifecta: Laravel as the backbone, Claude Code (utilizing Opus 4.5) as the agent, and Laravel Boost. The latter is a critical inclusion here; it provides a Model Context Protocol (MCP) server that feeds the AI specific documentation and database schemas. This contextual awareness bridged the gap between a generic LLM and a specialized developer. To round out the features, ElevenLabs was integrated to provide text-to-speech capabilities, allowing the quiz questions to be read in a cloned voice. Analysis: The Strengths and Stumbles The speed of initial scaffolding is undeniable. Within roughly nine minutes, the AI generated a themed landing page with orbiting planets and a functional registration system. Using the `dangerously-skip-permissions` flag allowed the agent to iterate without constant human approval, which is a massive productivity gain if you trust the underlying model. However, the "one-shot" dream still has cracks. The first iteration suffered from a logic bug that immediately skipped the first question. Additionally, while the UI was playful, the CSS positioning for the planets lacked precision, and some buttons failed to function. The fix for the question-skipping bug took another three minutes of iteration. It’s clear that while the AI handles Laravel's conventions brilliantly, it still requires a human "pilot" to catch edge cases and polish the user experience. Real-Time Performance and Integration The most impressive feat was the seamless integration of Laravel Reverb. The AI correctly identified Reverb as the optimal choice for websockets within the ecosystem without being explicitly told to use it. This demonstrates the power of "convention over configuration" when paired with AI; because Laravel has a standardized way of doing things, the AI doesn't have to guess. The multiplayer test, featuring multiple users moving rockets across the screen simultaneously, proved that AI can build complex event-driven architectures in minutes rather than hours. Final Verdict Claude Code and Laravel represent a formidable pairing. For developers, this isn't about replacing the craft; it's about accelerating the boring parts. The experiment successfully moved from concept to a live deployment on Laravel Cloud in under half an hour. If you are comfortable debugging AI-generated logic and focusing on architectural oversight, this workflow is a glimpse into the future of rapid prototyping.
Jan 20, 2026The move from banking to hypergrowth impact Transitioning from the rigid, hierarchical world of banking to the chaotic frontier of early-stage startups requires more than just a change in scenery; it demands a fundamental shift in mindset. Carles Reina made this pivot sixteen years ago, leaving Barcelona for London and eventually joining Uber when its international team consisted of just twenty people. This move wasn't about seeking safety; it was about the hunger for impact. In a massive corporate structure, you are a number. In a twenty-person startup, you are the engine. This early exposure to Uber's skyrocketing growth triggered a realization: the early days of building from scratch offer a level of agency that vanishes once politics and bureaucracy take hold. For Reina, the goal has always been to identify the "hidden trend" before it becomes a headline. This philosophy guided him through Tractable, one of the UK’s first AI unicorns, and eventually led him to ElevenLabs. The common thread in these successes is a refusal to settle for the status quo and an obsession with solving problems that others find too unsexy or too difficult to tackle. Abandoning the playbook for constant experimentation Many go-to-market (GTM) leaders fall into the trap of the static playbook. They believe that because a strategy worked at a previous SaaS company, it will work for a foundational AI model. Reina argues that any fixed playbook is fundamentally flawed by nature. The speed of execution in the current market has collapsed the enterprise sales cycle from eighteen months to thirty days. In this environment, a rigid strategy is a death sentence. Instead of a playbook, Reina advocates for a culture of aggressive experimentation. At ElevenLabs, this means over-indexing on testing Ideal Customer Profiles (ICPs), pricing models, and pitches across different regions. What works in the UK rarely translates directly to Japan or the US without localization. A true GTM leader must be an entrepreneur at heart—someone willing to act as the company's first Sales Development Representative (SDR) to build the culture from the ground up. This hands-on approach ensures that leadership isn't disconnected from the reality of the customer's pain points. If you aren't experimenting, you are falling behind. The infrastructure of voice and the new AI agent economy ElevenLabs has positioned itself as more than just a voice-cloning tool; it is an infrastructure player similar to Amazon%20Web%20Services or Microsoft%20Azure in the early days of cloud computing. By providing foundational models for high-quality audio, they have spawned an entire ecosystem of verticalized applications. Reina sees the future of voice AI not just in entertainment, but in deep, utility-driven sectors like healthcare and automated support. The horizontal play—offering foundational models—is only one half of the strategy. The next frontier is verticalization. ElevenLabs is moving into AI agent platforms capable of handling inbound and outbound calls, acting as AI receptionists, and voicing articles for major publications like TIME. This shift targets the massive portion of the market that lacks the engineering skills to build their own tools. By creating the workflows and applications themselves, they penetrate deeper into the enterprise market, moving voice from a gimmick to a mission-critical business asset. The operator-investor edge and the $5,000 conviction Success as an angel investor isn't about the size of the check; it's about the value of the advice. Reina has completed over 70 angel investments, including an early bet on Revolut. His approach centers on being an "employee without being an employee." This means helping founders with contract negotiations, pricing strategy, and opening doors through an established network. Access to the best deals—the "top tier" signal—comes from building a reputation for being helpful before asking for equity. For a startup operator, angel investing is a long-term game of community building. Reina recalls that his early $3,000 and $5,000 checks were significant personal risks, but they were bets on the people and the ecosystem. Even if a specific company fails, the talent from that company often goes on to build the next unicorn. By backing the founders early, an investor earns a seat at the table for the entire lifecycle of the tech ecosystem's growth. Robotics and the GPT moment for hardware The most significant emerging trend is the convergence of Large%20Language%20Models with industrial robotics. Reina believes robotics is currently experiencing its "GPT moment." For years, hardware was dismissed by many VCs as too slow or too capital-intensive. However, companies like VIMA in Manchester and Techer in Barcelona are proving that merging LLMs with robotics allows machines to perform an unlimited number of non-sexy, autonomous tasks. This shift is particularly relevant in Europe, where labor shortages in manufacturing, elder care, and defense technology are reaching a breaking point. The ability of robots to operate autonomously, rather than being driven by a human operator, changes the ROI calculation entirely. This is "deep tech" in its truest form—hard to build, but essential for the future economy. Investors who ignored hardware in the past are now being forced to change their tune as autonomous systems become the backbone of the next industrial revolution. Managing liquidity and the art of the 20% trim One of the most complex decisions an angel investor faces is when to exit. The tech landscape is littered with "paper millionaires" who held on too long, as seen in the case of Hopin, where valuations soared and then cratered. Reina suggests a disciplined trimming strategy: selling 10% to 20% of a position during a Series B or C round once the company reaches unicorn status. This strategy allows an investor to lock in significant gains—often returning the entire original investment many times over—while still maintaining exposure to the massive upside of a potential decacorn. If you invested in the ElevenLabs pre-seed at a $9 million valuation and the company is now worth $3.3 billion, the math for a partial exit is undeniable. It isn't about a lack of faith in the founder; it's about responsible portfolio management. In a market where preference shares can wipe out common shareholders in a downside scenario, taking some chips off the table is the only way to ensure that a "win" on paper becomes a win in reality.
Jun 4, 2025