◆ Talks · Podcast · Field notes
Everything we're learning about taking SaaS global.
Foothold is a go-to-market and international-expansion project for the software community. We share what we learn — talks, a podcast and essays on scaling SaaS with AI. Free, and in the open.
GTM that crosses borders.
Expansion isn't a copy-paste of what worked at home. The interesting part is finding what actually transfers — and rebuilding the rest with AI.
We've led go-to-market and international expansion for high-growth SaaS companies — the messy, high-stakes work of entering a market you don't yet understand and building demand from zero.
Now we share what we've learned — in talks, a podcast and essays — about putting AI at the center of the motion: researching markets in days instead of quarters, localizing without a huge team, and pointing scarce human effort where it counts.
◆ The founders
Marco Politi
Over the last decade, Marco has helped software companies go global — scaling revenue, breaking into new markets, and building a company culture that travels across borders. He's helped dozens of software companies across EMEA and beyond win their first real traction outside their home market. Today he focuses on Strategic ISV AI go-to-market and global expansion for high-growth SaaS — with a particular focus on Series B companies.
Makbule Shkalla Tuncerli
Makbule brings over 25 years in tech, with deep experience packaging SaaS pricing for multi-million-dollar companies and scaling AI-native ISVs across EMEA. She advises on go-to-market strategy for AI-native ISVs — driving co-sell and strategic investment. An engineer with a minor in Law and multilingual fluency, she bridges breakthrough AI with real-world impact in Healthcare, Education, and the Public Sector.
Go-to-market, rebuilt with AI.
The themes we keep coming back to — in talks, essays and episodes. Four ways AI is quietly rewriting how software goes global.
Market intelligence
Size, prioritize and pressure-test new markets in days — buyer research, competitive maps and demand signals, run with AI instead of a six-month study.
Localization at scale
Message, content and positioning adapted per market — not translated. The nuance that makes a region convert, without tripling headcount.
Pipeline & scoring
AI account research and scoring so your team spends its hours on the accounts most likely to buy — and outbound that sounds human.
Motion design
How the whole funnel gets rebuilt around AI, end to end — and what actually survives contact with a new market.
Keynotes & speaking.
Recorded talks from conferences, GTM summits and leadership stages — all on YouTube, free to watch.
◆ SaaStr Annual · Keynote
The Borderless Playbook: Five Markets in Eighteen Months
What we got wrong entering Europe, what we fixed in APAC, and the AI-driven system that made the sixth market take weeks — not quarters.
Watch on YouTube →The podcast.
Conversations with operators, founders and market-builders on taking software global — and where AI genuinely earns its place in go-to-market.
Playbook
Rebuilding GTM around AI, with a Series C operator
How one team cut market-research time by 80%, where the humans still matter, and the mistakes worth making on purpose.
Follow along — it's all free.
No pitch, no paywall. We're building this in the open: talks, a podcast and essays on taking SaaS global with AI. Subscribe and you won't miss one.
Or just say hi — hello@wearefoothold.com