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
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
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
In this episode, we dive into the high-velocity growth strategies powering one of AI's fastest-rising stars. Luke Harries, Head of Growth at ElevenLabs, unpacks how a bold technical vision evolved into a $6.6B company by redefining product-led growth in the age of generative AI.
ElevenLabs scaled rapidly by starting with an API-first, horizontal platform powered by cutting-edge AI models, then expanding strategically into consumer and enterprise markets. Instead of traditional product managers, they use sharded, cross-functional growth teams focused on specific product lines, enabling speed and ownership. Their launch playbook—built around motion design, founder-led promotion, and tiered prioritization—routinely drives over 700K views. They’ve moved beyond CAC to payback period as a key metric, emphasizing sustainable growth over vanity metrics. Organic channels like SEO and social are amplified through mini-tools and targeted content, while voice AI is now being used to transform sales workflows, potentially replacing inbound SDRs. The company bets on real problem-solving rather than artificial revenue, proving that engineering-led, growth-native organizations can scale without conventional PM structures.
07:23
07:23
Digital CBT had limited impact in early health-tech efforts.
17:27
17:27
The core message of a launch video must be conveyed in the first 30 seconds.
43:06
43:06
Brand authenticity is hard to rebuild once compromised, especially in enterprise sales.
57:34
57:34
The biggest mistake early B2B founders make is doing paid marketing too early.
1:05:25
1:05:25
Conversational AI can pre-screen deals and replace inbound SDRs
