20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries

Luke Harries is Head of Growth at ElevenLabs, where he leads marketing, product, engineering, and developer experience. ElevenLabs has raised $281M with the latest round pricing the company at $3.3B valuation. Previously, Luke held roles at PostHog and Microsoft, and is also an angel investor supporting startups like Lovable and Runna.

In Today’s Episode We Discuss:

00:00 – The $3.3B Growth Engine Behind ElevenLabs

04:55 – Why Luke Said “No” to Investing in ElevenLabs (and Why He Was Wrong)

15:40 – How ElevenLabs Makes a Horizontal Product Strategy Work

20:15 – How to Build Sharded Growth Teams That Actually Scale

26:30 – The 7-Part Launch Playbook That Gets 700K+ Views Per Product

33:00 – The Truth About CAC, Payback, and Performance Marketing in AI

39:05 – SEO Isn’t Dead: The Mini-Tool Strategy You Should Steal

44:10 – Kill Your Inbound SDRs—The Case for Voice AI in Sales

48:40 – Why You Don’t Need PMs and the Rise of Growth-Led Product Teams