Episode 123: Mastering AI GTM: Lessons from ElevenLabs’ Carles Reina

Most AI startups don’t fail because of the tech. They fail because they don't know how to go to market. Enter Carles Reina, the first investor and GTM strategist at ElevenLabs — the voice AI juggernaut redefining what product-market fit sounds like. In this episode of the EU-Startups Podcast, Marcin and Carles talk about the real playbook for scaling AI startups. No fluff. Just unfiltered truths from a builder who's done it at breakneck speed. We cover: ✅ Why AI GTM ≠ SaaS GTM ✅ How to confirm PMF with enterprise contracts ✅ When to hire GTM leaders — and who not to hire ✅ The underrated power of cultural intelligence ✅ Why brand is your best-performing growth channel ✅ And how AI founders can avoid the #1 GTM trap: shipping without strategy This is the go-to-market MBA every founder and early-stage investor needs — especially if you're building at the intersection of AI, speed, and global ambition. 🔥 Takeaways: – The first GTM move should focus on sustainable growth – Execution speed is more important than ever – PMF in AI is often validated via enterprise contracts – Global scaling demands deep cultural empathy – Hiring for energy and adaptability beats experience alone – GTM isn’t sales. It’s narrative, community & trust – Brand is not fluff — it’s a growth engine – Community drives traction before PR ever hits Chapters 00:00 Introduction to AI GTM Strategies 02:14 The Unique Nature of AI GTM 05:28 Achieving Product-Market Fit in AI 07:42 Scaling AI Globally: Cultural Considerations 09:57 Common Pitfalls in AI GTM for Founders 12:05 The Importance of Product-Led Growth 14:07 Hiring for GTM Success 16:17 Balancing Brand and Distribution 18:27 Investing in AI Startups: Key Patterns 20:14 Misconceptions About GTM Talent 21:55 Building a GTM Playbook for AI 22:54 Rapid Fire Insights on GTM If you haven't already.... Subscribe to the EU-Startups Podcast on YouTube! Or follow along on your other favorite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #ai #artificialintelligence