Carles Raina

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.