As Tufin’s Field CTO responsible for orchestrating a series of Executive Advisory Boards (EABs) and User Group events across the North America and EMEA, I had the unique opportunity to witness firsthand the power of collaboration, innovation, and community-building. From Chicago to Frankfurt, Cologne (Köln) to Montreal, and London to other key cities, these events brought together leaders from various sectors and industries, all united by a common goal: to drive innovation and overcome the evolving challenges of digital transformation. What stood out to me wasn’t just the wealth of technical discussions, but also the camaraderie and personal connections that were fostered along the way. It’s rare to find such a balance of deep, technical dialogue alongside the enjoyment of coming together in person.
Global Collaboration Across Key Regions
Each city brought its unique flavor to the conversation, but the common threads of collaboration, orchestration, and innovation remained central throughout. In Chicago, a leading financial services institution shared its vision for evolving cloud and on-premises security policies through more seamless integration. In Cologne, a major global logistics company contributed valuable insights on managing multi-cloud strategies. A global consultancy present in Frankfurt focused on the future of AI in security and how it could be used to reduce operational cycle times and automate repetitive tasks. Each of these cities became the stage for in-depth discussions on key areas like microsegmentation, identity-based policies, and how best to deploy security solutions across increasingly complex IT environments.
What struck me in all these events was how engaged participants were, not just with us but with each other. Attendees eagerly shared their challenges, from managing sprawling multi-cloud environments to simplifying policy orchestration across an array of technology platforms. The willingness to openly exchange ideas and insights created an atmosphere where innovation could truly flourish.
Insights from Leading Executives: Addressing Real-World Challenges
At the core of these discussions was the recognition that modern enterprises need more than just tools; they need strategic partners who can help navigate the complexities of their evolving IT landscapes. Whether it was a global automotive manufacturer seeking better orchestration of identity-based policies or, one of the largest financial institutions in the world looking for better multi-cloud integration, the consensus was clear: customers see orchestration as the key driver of value.
A standout theme across all regions was the emphasis on orchestration over automation. Participants, including executives from a global consultancy firm, emphasized that while automation is crucial, orchestration—the ability to manage policies across heterogeneous environments—is where true value is unlocked. As one executive aptly put it, “Automation is essential, but orchestration is where we can move from simply keeping the lights on to truly driving business innovation.”
“Our goal is to not only automate tasks but also to orchestrate them, empowering our customers to focus on their core business instead of just maintaining their security infrastructure,” said Ray Brancato, Tufin’s CEO.
A Focus on AI, Microsegmentation, and Multi-Cloud Complexity
In Cologne, a major global healthcare provider highlighted the growing interest in AI and machine learning to streamline policy management. They’re looking for AI-driven insights to handle the thousands of firewall requests they process monthly. Similarly, a global financial institution operating across North America and EMEA emphasized the need for more advanced AI capabilities that can not only reduce operational burdens but also enhance security through predictive analytics. This reinforces our own focus on integrating AI into our roadmap to empower teams to make faster, more informed decisions.
Microsegmentation, another key focus area, garnered significant attention at the events. Customers from sectors such as healthcare, logistics, and finance are increasingly eager to explore how microsegmentation can help improve security by managing east-west traffic more effectively. However, they also cautioned against vendor lock-in. One senior executive from a leading global retail brand in Chicago noted that many microsegmentation vendors aim to control the policy, which limits flexibility. This feedback validates our approach to maintaining vendor-agnostic orchestration, ensuring our customers retain full control over their security policies while benefiting from a unified platform.
“Our strength has always been in providing an open platform that can integrate with the tools and technologies our customers already use, ensuring they’re never locked into a single ecosystem,” said Jeff Wilmot, Tufin’s CRO.
At the same time, there was a notable sense of urgency around managing multi-cloud environments, with participants across the board expressing concerns about the challenges of integrating cloud-native security controls, like Azure Network Security Groups (NSGs) and AWS Transit Gateways, into their broader policy management frameworks on-premise. A European logistics firm emphasized their desire for seamless integration across these platforms, highlighting the need for a comprehensive, multi-cloud orchestration strategy.
“We’re continuously innovating to provide flexible orchestration solutions that empower our customers to adapt to the rapid pace of cloud and hybrid environments,” added Shay Dayan, SVP of Products & Engineering at Tufin. “Our focus is on ensuring seamless integration across platforms while keeping vendor neutrality at the heart of everything we build.”
Personal Connections and the Joy of Being Together
Beyond the technical discussions, these events were an opportunity to strengthen relationships—not just between our team and our customers, but also among the customers themselves. Whether it was during a networking break in Chicago or a dinner in Cologne, the personal connections formed were a reminder of the importance of face-to-face interaction. Many attendees found value in being able to directly exchange experiences and challenges with peers facing similar issues. A network security leader from a global retail company humorously noted how her favorite part of scuba diving is the fact that no one can reach her underwater, a sentiment echoed by many in the room who are used to being constantly “on”.
In Köln, a logistics executive shared his passion for fly fishing, while another from a global consultancy in Frankfurt expressed his love for Formula 1 racing. These small moments of shared humanity brought a sense of fun and levity to the proceedings, reminding us all that while the work we do is critical, it’s the relationships and experiences we build along the way that make it truly rewarding.
“It’s these moments of connection, where we’re able to step back and bond on a human level, that remind us why we do what we do. It’s about people, first and foremost,” said Brian Gladstein, Tufin’s CMO.
Key Takeaways and Actionable Insights
As we reflect on the wealth of insights gathered across these events, several key takeaways emerge. First, it’s clear that our customers value the concept of policy orchestration far more than automation alone. The ability to manage complex, multi-vendor environments through a single pane of glass is where the future lies, and it’s up to us to continue enhancing that capability. This was a consistent message in every city – and it’s a challenge we’re eager to meet.
Second, AI and automation will play an increasingly important role in helping organizations manage growing workloads and reduce operational friction. Whether it’s through more advanced predictive analytics or AI-driven policy recommendations, the future of policy management will undoubtedly be shaped by intelligent automation, as highlighted by participants across all regions.
Third, microsegmentation and multi-cloud orchestration are rapidly gaining traction. While many customers are still in the early stages of exploring microsegmentation, they’re keenly aware of its potential to enhance security. However, the clear message from our user groups is that vendor neutrality will be crucial in this space. Organizations want to avoid lock-in and maintain flexibility, making orchestration across multiple platforms a key value proposition.
Looking Ahead
As we move forward, the feedback from these sessions will directly inform our product development roadmap. We’ll continue to focus on delivering seamless orchestration across cloud, on-prem, and hybrid environments while enhancing our AI capabilities to reduce operational burdens and improve security outcomes. The discussions around AKIPS integration, service orchestration, and identity management also highlighted areas where we can further innovate to better serve our customers’ evolving needs.
“The insights we gain from these events are invaluable. They not only help us refine our product roadmap, but they also strengthen the partnerships we have with our customers. Together, we’re shaping the future of network security,” said Ruth Gomel, VP of Product Management at Tufin.
It was truly an honor to lead these events and witness the high level of engagement from all our participants. Their passion for innovation, their openness in sharing challenges, and their willingness to work with us as partners underscore the importance of these gatherings. I’m already looking forward to the next advisory boards, and excited to see where this collaboration takes us as we continue to evolve and grow together.
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