ElevenLabs VP Warns Sales Candidates: 20x Quota, Long Hours, or Get Out
April 13, 2026 – 9:31 am
In short:
Carles Reina, ElevenLabs’ head of go-to-market and a founding team member, offers a candid perspective to prospective sales employees at the $11 billion voice AI company. He outlines expectations for long working hours, frequent travel, and an annual quota equivalent to 20 times their base salary, with termination as the consequence of missing it.
A Staggering Quota Structure
Reina reveals that if a candidate is offered $100,000 per year, their quota would be $2 million. "If you don’t achieve your quota, then you’re going to be out," he emphasizes on the 20VC podcast hosted by Harry Stebbings.
This quota is significantly higher than industry standards for enterprise software sales, where quotas typically range from five to eight times base salary. However, Reina justifies this as a filtering mechanism for high-performing individuals rather than a deterrent, arguing that it ensures only the right candidates join his rapidly growing team.
Achieving the Unachievable?
Reina assures that the quota is attainable, claiming that over 80% of ElevenLabs’ sales reps meet their targets in recent periods. This suggests that the 20x structure functions as a selection tool during recruitment rather than a termination threat for existing employees.
Remote-First Sales Culture
Complementing the high quota requirements are extensive travel and long working hours. Reina highlights ElevenLabs’ remote-first sales culture, emphasizing in-person customer relationships. Account executives are expected to travel frequently, operating with considerable autonomy.
Upselling as Customer Success
In a surprising twist, Reina reveals that both account executives and customer success managers receive compensation for successful upselling within the first 12 months. This approach challenges traditional roles, positioning customer success as a revenue-generating function alongside sales.
Reina’s perspective on "outbound" sales, which he considers ineffective without human interaction, further underscores his commitment to building strong customer relationships.