Carles Reina: Customer success must evolve into a revenue-generating function, AI will reshape sales teams, and human interaction is critical for outbound effectiveness | 20VC

AI-driven customer success strategies are transforming sales teams into lean, high-efficiency revenue generators.

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Add us on Google by Editorial Team Apr. 11, 2026

Key takeaways

• Customer success should evolve into a revenue-generating function rather than just focusing on customer satisfaction.
• The Chief Revenue Officer’s role is to strategize for future revenue rather than just focusing on current earnings.
• Outbound sales strategies are becoming less effective due to their transactional nature and lack of personalization.
• Human interaction is essential in outbound sales to maintain effectiveness and engagement.
• AI tools can significantly enhance customer success management by automating and personalizing communication.
• Future sales teams will likely be smaller but more efficient due to AI integration.
• Sales quotas should be challenging yet fair to effectively motivate top performers.
• Each million dollars in revenue can substantially increase a company’s valuation.
• Customer success should focus on building community and trust, not just transactional interactions.
• AI integration in sales can lead to higher efficiency and better compensation for smaller teams.
• The traditional view of customer success is shifting towards a model that emphasizes financial outcomes.
• Building a community through customer success can lead to long-term retention and growth.

Guest intro

Carles Reina is VP of Sales at ElevenLabs. He was the first investor and fourth employee there, scaling the revenue organization from Day 1 to over $350M in just 3 years. Carles is also an active investor with stakes in ElevenLabs, Revolut, Happy Robot, and more.

The evolving role of customer success

• Customer success should be a revenue-generating function for businesses. “Customer success needs to be a money generation function for the business.” – Carles Reina
• The focus should shift from customer satisfaction to financial outcomes. “I actually am a big believer of customer success… customer success needs to be a money generation.” – Carles Reina
• Building community and trust is more important than just providing a transactional service. “If it becomes a services business only… you’re not building a community.” – Carles Reina
• Customer success should contribute to long-term business growth by fostering community. “You’re not retaining of the long term.” – Carles Reina
• The role of customer success is evolving in tech startups due to increased competition.
• Customer success strategies should aim to create lasting relationships rather than short-term gains.
• The integration of AI in customer success can lead to more personalized customer interactions.
• Customer success should aim to enhance overall business valuation by driving revenue.

The future of sales teams

• AI integration will lead to smaller, more efficient sales teams. “I think that we will end up seeing the fact that like people are becoming much more efficient.” – Carles Reina
• Smaller teams will be better compensated due to increased efficiency from AI tools. “I prefer to manage a smaller team that would get super well compensated.” – Carles Reina
• Sales quotas should be challenging yet fair to motivate top performers. “You need to put a quota that is challenging but also fair.” – Carles Reina
• The role of the Chief Revenue Officer is to focus on future revenues. “The role of a CRO is fundamentally thinking about… the revenues of tomorrow.” – Carles Reina
• Outbound sales strategies need a human touch to remain effective. “Outbound is dead unless you do it with humans.” – Carles Reina
• AI tools can automate and personalize communication, enhancing customer success management.
• Future sales strategies will require a balance between AI tools and human interaction.
• The shift towards AI in sales will change workforce dynamics and productivity expectations.

Challenges in outbound sales

• Outbound sales strategies are failing due to a transactional approach. “The majority of these tools track everyone… and people hate it.” – Carles Reina
• Response rates on outbound emails have dropped to their lowest point. “The response rates on outbound emails has dropped to the lowest of any point in time.” – Carles Reina
• A more personalized approach is needed to improve outbound sales effectiveness.
• Human interaction is critical in outbound sales to maintain engagement. “Outbound is dead unless you do it with humans.” – Carles Reina
• AI tools currently lack the personalization needed for effective outbound sales.
• Sales strategies need to adapt to changing consumer preferences for better results.
• The failure of outbound sales highlights the need for innovation in sales tactics.
• Companies must rethink their approach to outbound sales to improve response rates.

AI’s impact on customer success

• AI tools can automate email drafts and personalize communication. “I have like an AI custom success manager… each one of the customers ends up getting a slightly different message.” – Carles Reina
• AI integration can lead to more efficient customer success management.
• Personalized communication through AI can enhance customer relationships.
• AI tools offer practical applications for improving customer interactions.
• The use of AI in customer success can streamline processes and improve efficiency.
• AI-driven personalization can lead to better customer engagement and satisfaction.
• The integration of AI in customer success is a growing trend in tech startups.
• AI tools can help businesses scale their customer success efforts effectively.

The importance of human interaction in sales

• Outbound sales require a human touch to be effective. “Outbound is dead unless you do it with humans.” – Carles Reina
• Human interaction is essential for maintaining engagement in sales.
• Personalized communication is key to successful sales strategies.
• AI tools should complement, not replace, human interaction in sales.
• The effectiveness of sales strategies depends on balancing AI and human elements.
• Human involvement is crucial in building trust and relationships with customers.
• Sales teams need to adapt to incorporate human elements alongside AI tools.
• The future of sales will involve a blend of technology and human interaction.

The strategic focus of a Chief Revenue Officer

• The CRO’s role is to strategize for future revenue. “The role of a CRO is fundamentally thinking about… the revenues of tomorrow.” – Carles Reina
• A forward-looking approach is essential for successful revenue management.
• The CRO should focus on long-term financial outcomes rather than short-term gains.
• Strategic planning is key to driving future revenue growth.
• The CRO’s responsibilities include anticipating market trends and adapting strategies.
• Effective revenue management involves balancing current and future revenue streams.
• The CRO plays a critical role in shaping a company’s financial strategy.
• A strategic focus on future revenue can enhance overall business valuation.

Building community through customer success

• Customer success should focus on building community and trust. “If it becomes a services business only… you’re not building a community.” – Carles Reina
• Building community can lead to long-term customer retention and growth.
• Trust and relationships are more important than transactional interactions.
• Customer success strategies should aim to create lasting relationships.
• The focus should be on fostering community rather than short-term gains.
• Building community through customer success can enhance brand loyalty.
• Long-term growth is driven by strong customer relationships and community.
• The evolving role of customer success emphasizes community building.

The correlation between revenue and valuation

• Every million dollars in revenue adds $33 million in extra valuation. “For every $1,000,000 in revenues… it’s a benefit for everything.” – Carles Reina
• Revenue generation has a significant impact on company valuation.
• Sales-driven business models emphasize the importance of revenue for valuation.
• Increasing revenue can substantially enhance a company’s market position.
• The correlation between revenue and valuation highlights the importance of sales.
• Effective sales strategies can drive significant increases in company valuation.
• Revenue growth is a key driver of business success and market competitiveness.
• Understanding this correlation is crucial for strategic business planning.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.