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Aaftab

Ahluwalia

Senior Outbound Product Manager

Guidewire Software

Aaftab brings over 12+ years of experience at the intersection of product, marketing, and sales, specializing in product positioning, messaging and translating complex enterprise technology into compelling customer value. In his current role as the Senior Outbound Product Manager at Guidewire Software, he drives messaging, storytelling, and GTM strategies for Guidewire's Application Platform. Previously, Aaftab led product marketing for high-growth verticals at FedEx Canada, and directed cross-functional market expansion initiatives at FedEx AMEA. His background also includes spearheading global marketing and sales enablement programs at Gartner, as well as early-career roles in business strategy and software development. This unique blend of technical and commercial expertise allows him to seamlessly bridge the gap between product development and business growth.

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04 November 2026 10:30 - 11:00

Marketing the platform: Turning a pile of capabilities into one cohesive story that sells

Platforms resist easy marketing. There's no single feature to demo, no one buyer to convince, and the value lives in what customers build, not in what you ship. So pitches drift into capability lists: APIs, SDKs, integrations, automations, connectors, extensibility. Each capability matters to somebody, yet the list never adds up to a reason to buy. This session digs into why platform value is so hard to articulate and how to turn scattered capabilities into one narrative that lands with both developers and the business stakeholders who sign off.