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

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