20Growth: The $6.6B Growth Engine Behind ElevenLabs | Why ElevenLabs Do Not Have PMs | The 7 Part Launch Playbook to Crush All Launches with Luke Harries, Head of Growth @ ElevenLabs | The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Luke Harries, Head of Growth at Eleven Labs, shares insights on growth strategies, team structures, and marketing approaches. He recounts meeting Eleven Labs' founder at a hackathon and initially doubting the company's go-to-market plan. Harries advises founders to prioritize a single Ideal Customer Profile (ICP) and build products around it, though ElevenLabs shards its teams to manage multiple products, each with dedicated growth resources. He emphasizes the importance of video in launches, recommending motion design for its conciseness. The discussion covers the value of SEO through tool pages, the effectiveness of webinars, and the shift towards consumer entry in enterprise sales. Harries also touches on the increasing role of AI in code generation and its potential impact on product management roles.

Outlines

Part 1: Origins, Journey, and Market Timing

Part 2: Growth Team Structure and Video Strategy

Part 3: Launch Tactics and Distribution Channels

Part 4: Metrics, CAC, and Brand Positioning

Part 5: Product Engineering and AI Innovation

Part 6: Growth Advice and Future Outlook

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20Growth: The $6.6B Growth Engine Behind ElevenLabs | Why ElevenLabs Do Not Have PMs | The 7 Part Launch Playbook to Crush All Launches with Luke Harries, Head of Growth @ ElevenLabs

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Part 1: Origins, Journey, and Market Timing

Introduction to Luke Harries and Eleven Labs' Growth in 2025-2026

How Luke Harries and Matty Met and the Genesis of Eleven Labs

Luke's Entrepreneurial Journey with Fella and Lessons in Market Timing

Part 2: Growth Team Structure and Video Strategy

ElevenLabs' Horizontal Product Strategy and Sharded Team Structure

Building a Growth Team: From Generalist to Motion Designers

Video Types, Use Cases, and the Role of Humor in Marketing

Part 3: Launch Tactics and Distribution Channels

Launch Strategies: Messaging, Distribution, and Team Amplification

Shameless Self-Promotion, Tweet Threads, and the Enduring Value of SEO

Mini-Tools, Channel Strategy, and the Mistake of Not Hiring Early Enough

Part 4: Metrics, CAC, and Brand Positioning

Measuring Channel Success, North Star Metrics, and CAC to Payback Period

CAC Trends, Consumer Entry into Enterprise, and Defining the Target Audience

Founder Brand, Authenticity, and the Risk of Bad Press

Competition, Counter-Positioning, and Channel Market Fit

Part 5: Product Engineering and AI Innovation

ElevenLabs' Product Team Structure: No PMs, Only Engineers and Growth Leads

AI-Generated Code, Synthetic Revenue, and the Opportunity in AI

Retention Metrics, Virality, and the Future of Lovable

Part 6: Growth Advice and Future Outlook

Angel Investing, Common Mistakes, and Under-Appreciated Growth Channels

Copywriting, Launching Ready Products, and Conversational AI Agents

Infrastructure vs. Application Layer and Captions' Pivot

The Death of Inbound SDRs and the Rise of Conversational AI Agents

Brian Johnson's Growth Strategy and Authentic Brand Building

SecureFrame, Pendo, and Framer: Sponsor Messages

20Growth: The $6.6B Growth Engine Behind ElevenLabs | Why ElevenLabs Do Not Have PMs | The 7 Part Launch Playbook to Crush All Launches with Luke Harries, Head of Growth @ ElevenLabs

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Part 1: Origins, Journey, and Market Timing

00:00Introduction to Luke Harries and Eleven Labs' Growth in 2025-2026

Introduction to Luke Harries and Eleven Labs' Growth in 2025-2026

03:16How Luke Harries and Matty Met and the Genesis of Eleven Labs

How Luke Harries and Matty Met and the Genesis of Eleven Labs

06:11Luke's Entrepreneurial Journey with Fella and Lessons in Market Timing

Luke's Entrepreneurial Journey with Fella and Lessons in Market Timing

Part 2: Growth Team Structure and Video Strategy

11:00ElevenLabs' Horizontal Product Strategy and Sharded Team Structure

ElevenLabs' Horizontal Product Strategy and Sharded Team Structure

14:45Building a Growth Team: From Generalist to Motion Designers

Building a Growth Team: From Generalist to Motion Designers

17:34Video Types, Use Cases, and the Role of Humor in Marketing

Video Types, Use Cases, and the Role of Humor in Marketing

Part 3: Launch Tactics and Distribution Channels

21:33Launch Strategies: Messaging, Distribution, and Team Amplification

Launch Strategies: Messaging, Distribution, and Team Amplification

25:03Shameless Self-Promotion, Tweet Threads, and the Enduring Value of SEO

Shameless Self-Promotion, Tweet Threads, and the Enduring Value of SEO

29:43Mini-Tools, Channel Strategy, and the Mistake of Not Hiring Early Enough

Mini-Tools, Channel Strategy, and the Mistake of Not Hiring Early Enough

Part 4: Metrics, CAC, and Brand Positioning

32:58Measuring Channel Success, North Star Metrics, and CAC to Payback Period

Measuring Channel Success, North Star Metrics, and CAC to Payback Period

37:34CAC Trends, Consumer Entry into Enterprise, and Defining the Target Audience

CAC Trends, Consumer Entry into Enterprise, and Defining the Target Audience

42:01Founder Brand, Authenticity, and the Risk of Bad Press

Founder Brand, Authenticity, and the Risk of Bad Press

44:54Competition, Counter-Positioning, and Channel Market Fit

Competition, Counter-Positioning, and Channel Market Fit

Part 5: Product Engineering and AI Innovation

47:04ElevenLabs' Product Team Structure: No PMs, Only Engineers and Growth Leads

ElevenLabs' Product Team Structure: No PMs, Only Engineers and Growth Leads

52:17AI-Generated Code, Synthetic Revenue, and the Opportunity in AI

AI-Generated Code, Synthetic Revenue, and the Opportunity in AI

55:14Retention Metrics, Virality, and the Future of Lovable

Retention Metrics, Virality, and the Future of Lovable

Part 6: Growth Advice and Future Outlook

58:58Angel Investing, Common Mistakes, and Under-Appreciated Growth Channels

Angel Investing, Common Mistakes, and Under-Appreciated Growth Channels

1:03:02Copywriting, Launching Ready Products, and Conversational AI Agents

Copywriting, Launching Ready Products, and Conversational AI Agents

1:05:25Infrastructure vs. Application Layer and Captions' Pivot

Infrastructure vs. Application Layer and Captions' Pivot

1:07:02The Death of Inbound SDRs and the Rise of Conversational AI Agents

The Death of Inbound SDRs and the Rise of Conversational AI Agents

1:08:51Brian Johnson's Growth Strategy and Authentic Brand Building

Brian Johnson's Growth Strategy and Authentic Brand Building

1:10:55SecureFrame, Pendo, and Framer: Sponsor Messages

SecureFrame, Pendo, and Framer: Sponsor Messages