Antoine Vial.
CEO, CMO, GTM Operator & Advisor
I help B2B SaaS companies and GTM leaders build revenue machines that scale without breaking. I also write and talk about it and document most of my learnings publicly.
A decade inside the machine.
I've spent most of my career building and scaling B2B SaaS go-to-market engines. From early traction to enterprise growth, across multiple geographies and business models. I know what works, what breaks, and what the books don't tell you.
As the CEO of Kalungi, I work directly with B2B SaaS GTM leaders, navigating the moments that matter: from the first $1M ARR to broken pipeline, CAC spiraling, team misaligned on ICP, and all the way to $100M valuation. I love solving problems that don't have clean answers.
Outside of advisory work, I write about what I've seen, coach the next generation of GTM leaders through Level Up.
"Antoine doesn't give you a playbook. He helps you understand why your current one isn't working — and builds the next one with you."
For the GTM leader who's done everything right — and still feels stuck.
A field guide to scaling B2B SaaS go-to-market leaders, from the people who've actually done it.
Built on three pillars (Challenge, Confidence, Purpose) plus the principle it's named for, Leveling Up Together, it pairs your coaching philosophy with practical GTM content and stories from the field, boardroom, and home.
The throughline: leadership is never finished, AI only matters when paired with the human work of mentoring and building trust, and your growth rises when the people around you grow too.
Articles on GTM, leadership, and what building actually looks like from the inside.
Why SaaS multiples are compressing in 2026
SaaS isn't dying — markets are repricing risk. What's actually driving the reset, and what it means for how growth gets valued.
The Strategic Impatience Tax
B2B SaaS CEOs kill growth before it can grow. A framework for knowing when to pivot, when to persevere — and the planning system that protects compounding.
30 GTM Plays
30 operator-sourced plays for B2B SaaS CEOs under $50M ARR. Real moves from inside real companies — published one play at a time.
Sales forecasting like a weatherman
If your team only forecasts when they're sure, you're not forecasting — you're reporting. How to build the forecasting muscle: weekly, imperfectly, relentlessly.
B2B SaaS mergers & acquisitions: dos and don'ts
Merging an acquired SaaS company into your venture is where value gets created — or quietly destroyed. Lessons from doing it inside real companies.
7 must-know B2B SaaS marketing metric benchmarks
Benchmarks from 100+ B2B SaaS ventures. Where you actually stand on the metrics that matter — and what good looks like at each stage.
The frameworks that actually hold up — short, specific, and built from the field.
The GTM fit test
Before you build pipeline, answer these five questions. Most GTM motions fail because of what happens before the first outreach.
Pipeline math for the mid-market
What your pipeline coverage ratio should actually be — and why the standard 3x rule breaks down above $30k ACV.
The discovery debt problem
When your reps skip real discovery to move deals faster, you create debt that shows up at renewal. How to fix it at the process level.
Segmentation before motion
Most GTM teams pick their motion (inbound, outbound, PLG) before they've segmented properly. This is backwards. Here's the right order.
The handoff that kills growth
Sales-to-CS handoff is where most GTM value leaks. The fix isn't a better handoff template — it's a different definition of "closed."
Quota design as culture design
How you set quota tells your team what you value. Most quota models inadvertently optimize for the wrong behaviors. What to do instead.
The problems worth working on are never clean.
I take on a small number of engagements each year with B2B SaaS founders and GTM leaders who are at an inflection point. Real work on the real problems.
A structured deep-dive into your go-to-market motion — pipeline, ICP, team, positioning — with a prioritized action plan.
Embedded advisory at the VP or CRO level. For companies that need senior GTM thinking without the full-time hire.
1:1 coaching for GTM leaders building the skills, judgment, and frameworks to operate at the next level.
An outside perspective for investors and boards on go-to-market strategy, team design, and execution risk.
"Antoine doesn't give you a playbook. He helps you understand why your current one isn't working — then builds the next one with you."
"The Level Up coaching changed how I think about pipeline — not tactically, at the level of how I run conversations."