Inside ElevenLabs GTM: Speed, culture, and growth

$100M ARR to $200M ARR in just 10 months. Even for an AI-native powerhouse, ElevenLabs’ recent growth has been unprecedented, setting new benchmarks for rapid SaaS growth (for comparison, Slack took 24 months to reach $50M ARR).

But what is the secret to ElevenLabs go-to-market success?

At SaaStock Europe, I caught up with Jonathan Chemouny, GTM Europe at ElevenLabs (more on that job title later), to learn about the GTM set-up and innovations that have underpinned this rapid revenue capture. Here’s the highlights.

Recap: ElevenLabs’ unprecedented growth

Put simply, ElevenLabs generates audio from text using AI. Put in the real world context, ElevenLabs’ wide range of audio AI tools (i.e. speech generation, sound effects, dubbing, translating, even song creation) can be used across the entire GTM function, be it voices for AI customer support agents, the narration of bi-weekly newsletters or voiceovers for social media videos. Or, as Jonathan puts it, ElevenLabs “is the voice of technology.”

Launched in January 2023 by former Palantir deployment strategist Mati Stanizewski and Google software engineer Piotr Dąbkowski, ElevenLabs has achieved the following in under three years:

Raised $281M across four funding rounds, the latest being its $180M Series C in Jan 2025.
Valued at $6.6B following its $100M employee share sale in September 2025.
Surpassed $200M ARR in August (and expects to hit $300M by the end of the year).
Used by employees at more than 60% of Fortune500 companies.
Built a team of 330 as of October 2025 – up from 70 in October 2024.
Generated over 1000 years of AI audio content.

ElevenLabs GTM: team and tactics

GTM team

‘Having great technology is not good enough. You also need to have the right team.’

For Jonathan, the “really amazing” people and team set-up at ElevenLabs has been fundamental to their rapid growth. In particular, he recommends:

Hiring the best talent wherever they’re based. ElevenLabs is a fully remote company, so if there is great talent in Barcelona, they will recruit that talent in Barcelona. In addition, they only hire people that are used to working in a fast-paced environment (i.e. either worked for an early-stage start-up or they founded a company) and are passionate about ElevenLabs’ mission.
Having lots of small teams. ElevenLabs is made up of multiple small teams that work like small start-ups within the start-up. As there is no need to get five rounds of approval when they want to do something, they move really fast on everything.
Getting rid of job titles. Everyone at ElevenLabs is part of one single entity. That’s why all members of the sales organisation are simply titled ‘GTM’. This lack of job titles helps attract the right people (builders not careerists), improves internal collaboration (you don’t think twice about messaging a VP) and boosts prospecting (people don’t know who you really are within the GTM, so they reply to your emails).

GTM innovation

“The biggest difference is everything we do, we move extremely fast. And sometimes it’s not perfect and we know that, but we move super fast.”

For Jonathan, speed and innovation are the two most critical components to ElevenLabs GTM plays. He recommends:

Avoiding the old GTM playbook. ElevenLabs innovates at all times, so instead of applying GTM tactics that worked at other SaaS companies, ElevenLabs will come up with new ideas every 4-6 months. For example, Jonathan recently developed an AI SDR to help the GTM team qualify inbound leads in real-time.
Using your own tech when approaching prospects (‘dogfooding’). ElevenLabs uses its own AI audio tools when approaching targets to show the value of its platform up front. For instance, Jonathan cloned his voice and sent sales messages on LinkedIn saying: ‘I wanted to invite you to a demo, but actually you are already experiencing the demo because this is a clone of my voice’.
Playing around with distribution. As the market gets increasingly saturated, it’s important to try out different channels in different places. For example, ElevenLabs found prospects in some European countries were more likely to respond to Whatsapp messages than phone calls. This channel also allowed them to showcase the power of its audio messages and translations.

Off-screen GTM

‘Personally, I think the time where we are behind the screen is over. Meeting our leads face-to-face definitely makes a difference’.

Jonathan was one of thousands of attendees at SaaStock Europe last month and it was great to hear how valuable he found our new 15-minute one-to-one meetup format. While most of the debate on SaaS GTM rightfully focuses on AI tools (Jonathan’s current favourite is Granola, FYI), there’s nothing quite like meeting leads and peers face-to-face, so make sure to sign up to our GTM track at SaaStock USA next year.