ambush on air
Sam Bush hosts a podcast about modern marketing and demand generation. He talks with guests about emerging trends and unconventional tactics that go beyond traditional marketing. The show also explores generational differences and how to understand diverse audiences. Sam discusses the self-service economy and how to stay ahead of industry changes.
Episodes
ambush on air: Microsoft’s FY27 incentives
Microsoft changed the FY27 incentives, and predictably, the partner ecosystem had opinions.But Mat Batterbee thinks a lot of partners are reading the changes completely wrong.We talk about why Microsoft isn’t abandoning partners who want to grow existing customers, why selling more licenses isn’t the same thing as adding value, and why education, AI readiness, integration, and actual business cons
ambush on air: Stop Marketing to Markets. Start Talking to People.
In this episode of AMBUSH ON AIR, Sam Bush sits down with Donna Krizik, Founder of Krizik Marketing Group, to unpack why so much B2B marketing—especially in the Microsoft partner ecosystem—falls flat. They challenge outdated lead-generation thinking, discuss why buyers are tired of generic AI-generated content, and explain why the future belongs to marketers who understand people, not personas.Fro
ambush on air: Responsible AI with Julie at PartnerIn Vibe
What does responsible AI actually look like in the real world?Recorded live at Partner Vibe earlier this year, Sam Bush sits down with Julie Yack to discuss how professionals can move beyond the AI hype and start using it intentionally.From custom AI agents and Copilot Studio to content creation, travel planning, and everyday productivity, this conversation is full of practical examples anyone can
ambush on air: Live from Directions with Scott from Momentum
Live from Directions North America, Sam Bush sits down with Colin Scott from Momentum for a first-time, no-filter conversation on what actually makes the Microsoft ecosystem different.They get into the reality behind the relationships at Directions, why this community operates on trust instead of transactions, and how ISVs are thinking about partnerships, recurring revenue, and monetization in a T
ambush on air: Live from Directions NA with FreightPOP
Live from Directions North America, Sam Bush sits down with Jon Freeman, MIE from FreightPOP to talk about the future of supply chain, AI, and what it really takes for ISVs to stand out in the Microsoft ecosystem.This episode breaks down how FreightPOP is evolving beyond traditional transportation management into a full, AI-driven supply chain solution—covering everything from procurement and inbo
ambush on air: Live from Directions with Aptean
Live from Directions North America, this episode of AMBUSH On Air features a launch conversation with Bob from Aptean on their newest product: Apcentral.This isn’t just a product announcement. It’s a signal.In this episode, we break down what Apcentral is, why Aptean is bringing it to market now, and what it tells us about the evolution of ERP, ISV product strategy, and partner-led growth in the M
ambush on air: SHOW ME THE DEMO
In this episode, Sam Bush sits down with Ben Cole to challenge one of the most outdated habits in B2B sales: leading with everything except what buyers actually care about.Ben shares his journey from Dynamics implementation to running high-volume, high-impact demos—and why that background completely changes how he sells today.Together, they unpack what modern buyers expect in a demo-first, AI-info
ambush on air: Being the Easiest Partner with Tiffany Allen
In this episode of AMBUSH On Air, Sam Bush sits down with Tiffany Allen to unpack what it really means to be “the easiest partner to work with” in the Microsoft ecosystem.From her transition out of sales into partnerships to building high-performing partner motions, Tiffany breaks down the real reason most partnerships fail: friction.They dive into:Why simplicity beats perfection in partner progra
ambush on air: Directions Session with Kate Coffey Bacon
Sam Bush and Kate Coffey-Bacon just got the news: their new session, Community Is the New Revenue Funnel, has been accepted for Directions North America. In this quick AMBUSH On Air update, they break down why the traditional marketing funnel is no longer working in the Microsoft ecosystem and what is replacing it.The conversation explores how community-driven strategies are transforming the way p
ambush on air: PMR DAY at DynamicsCon 2026
Sam Bush sits down with Brianna Sierra from Dynamics User Group to talk about the upcoming Partner Marketing & Revenue (PMR) Pre-Day at DynamicsCon. In this short episode, they break down what the event is, who it’s for, and why the focus has expanded beyond traditional marketing conversations to include sales, partnerships, and revenue alignment across the Microsoft ecosystem.They also discus
ambush on air: The B2C Playbook That Works For B2B
B2B marketers, we need to talk. In this episode of AMBUSH On Air, Sam Bush is joined by Tania Konczynski (Director of Partner Engagement at OMEY) and Mary Miller (Director of Marketing at Paytrace) for a real conversation about the B2C playbook that actually works in B2B.They break down why B2B content feels so stale, how to stop “buttoned up” marketing that nobody engages with, and what it looks
ambush on air: The Sea of Sameness with AI Content
AI didn’t just change content production. It changed what audiences trust.In this episode of ambush on air, Sam Bush sits down with Sabrina Zimara (CMO, iSolutions) to unpack what’s happening right now in the Microsoft channel: a flood of AI-written content that’s polished, fast—and increasingly indistinguishable.They talk about Sabrina’s LinkedIn article “Drowning in the Sea of Sameness,” why AI-
ambush on air: The Evolution of CMO and CRO in the Channel
This episode is a milestone: I’m officially stepping into my next chapter as Chief Marketing Officer at Dooap—and to mark it, we’re tackling the exact topic that will define the next era of growth in the Microsoft ecosystem: the evolving role of the CMO, CRO, and modern revenue leadership.Joined by Kate Coffey-Bacon (SVP Marketing & Strategy, USTPay) and Khaled Nassra (Founder, Enki Consulting
ambush on air: Live from Summit with Fidesic + PayTrace
Recorded live at Community Summit North America in Orlando, this episode of Ambush On Air brings together two longtime product leaders from the Microsoft ecosystem for a real conversation about payments, partnerships, and where AI is actually landing in the channel.Sam Bush sits down with Kevin Pritchard (Fidesic) and Jeremy Bogart (PayTrace) to talk about building in a crowded AR/AP space, why co
ambush on air: Leaving the System That Forgot Why It Exists
In this episode, Sam Bush is joined by Nicole Ronchetti, for a discussion that was sparked by Nicole's blog - “I Didn’t Leave Tech. I Left a System That Forgot Why It Exists”—a powerful piece that names what so many people are feeling but rarely say out loud.This is a conversation about burnout, broken systems, and the quiet disillusionment happening across tech and B2B. It’s about how performance
ambush on air: PartnerIn Vibe Is the Partner Event You Shouldn’t Skip
In this episode of AMBUSH On Air, Sam Bush breaks down why PartnerIn Vibe is shaping up to be one of the most important Microsoft partner events of the year.From Azure and BizApps to Modern Work, AI, and data, PartnerIn Vibe brings the full Microsoft ecosystem together—without the noise of massive conferences. Sam highlights standout sessions, including real-world practice-building stories, practi
ambush on air: Live from Convergence with Christian Twiste
In this live episode of ambush on air recorded from Convergence in Miami, Sam Bush sits down with Christian, Chief Digital Officer at Korcomptenz, to talk about the evolution of the Microsoft ecosystem — and why convergence across platforms, data, and AI is changing how organizations transform.They discuss Korcomptenz’s end-to-end Microsoft approach, the growing need for partners who can span mult
ambush on air: Live from Convergence with Andy Karteek
In this live episode of ambush on air, recorded from Convergence in Miami, Sam Bush sits down with Andy Karteek, Manager of Business Development at Korcomptenz, to talk about what’s really changing inside the Microsoft ecosystem — and why this moment feels different.They explore the return of Convergence after a decade, the rise of agentic AI, and how Microsoft is moving ERP from transactional sys
ambush on air: Live from Convergence with RSM
In this live episode of ambush on air, recorded at Convergence in Miami, Sam Bush sits down with Kristen Lewis, Enterprise Marketing Lead for the Microsoft Practice at RSM, for a deep, human conversation about leadership in the age of AI.They discuss why Convergence’s return matters now, how agentic AI and AI-powered ERP are reshaping organizations, and why success in this next era depends on pair
ambush on air: Live from Convergence with Mary from Celigo
Recorded live from Convergence in Miami, this episode features Mary Charuhas, Partner Manager at Celigo, joining ambush on air for her very first podcast. What started as a casual conversation quickly turned into a reflection on community, career paths in the Microsoft ecosystem, and how AI is actually being used—not just talked about.Mary shared her unique full-circle moment with Convergence, att
ambush on air: Live from Convergence with Jenn from Seer365
Convergence is back — and this live episode from Miami proves why it matters. Recorded from the media sponsor booth at the Nobu Hotel, I sat down with Jenn Rinfrit, Sales Lead for the Americas at Seer365, to talk about what’s actually happening in the Microsoft partner ecosystem right now.From tight year-end budgets to packed meeting schedules, Convergence showed up fast — but the value was immedi
ambush on air: Live from Convergence with KCB
This one’s been a long time coming.In this episode of AMBUSH On Air, Sam finally sits down with her daily audio message co-conspirator and bestie, Kate Coffey Bacon, for a conversation that’s equal parts channel strategy, community therapy, and pure unhinged bestie energy.Recorded live at Convergence in Miami, Sam and Kate pull back the curtain on what it really means to be “the community girlies”
ambush on air: Live from Convergence with TrueCommerce
Recorded live from the media booth at Convergence, this episode of AMBUSH On Air dives into the not-so-secret engine behind modern supply chains: EDI, data, and a whole lot of AI.Sam Bush sits down with Mayssa Moubarak, Montreal-based channel leader at TrueCommerce, to talk about her 12-year journey in EDI, how a film and cinematography background led her into the Microsoft ecosystem, and why she’
ambush on air: Live from Convergence 2025 with Corpay
Recorded live from Miami at the resurgence of Convergence, this episode of AMBUSH On Air brings together two seasoned Microsoft channel nerds who’ve seen it all—from the original Convergence concerts to today’s AI-first roadmap.Sam Bush sits down with Tiffany Allen, Director of ERP Channels & Alliances, Corpay Cross-Border Solutions at Corpay’s, to talk about 20 years in the channel, how event
ambush on air: Live from Convergence 2025 with Vertex
Recorded live from the Nobu Hotel in Miami at Convergence, this episode of AMBUSH On Air brings tax, AI, and the Microsoft channel together in the most unexpectedly fun way. Sam Bush sits down with Jessica Krasinger, Channel Sales Manager at Vertex, to talk about 10 years in tax, life in the Microsoft ecosystem, and how AI is quietly reshaping the most “unsexy” but critical part of business: tax a
ambush on air: Accenture, Avanade, and the Resurgence of Convergence
In this episode of AMBUSH On Air, host Sam Bush brings together Bobby Small from Dynamics User Group and Karen McAteer and Chris Cason from Accenture | Avanade to talk about the return of one of Microsoft’s most iconic events—Convergence.Hear how DUG and Microsoft revived this long-beloved conference for the modern AI era, what attendees can expect in Miami, and why this marks a turning point for
ambush on air: The Resurgence of Convergence
In this episode of ambush on air host Sam Bush sits down with Bobby Small, Community Strategist at Dynamics User Group (DUG), to unpack the story behind the revival of Microsoft’s iconic event, Convergence.They explore how DUG and Microsoft joined forces to design a new kind of business applications conference—one that blends hands-on partner enablement, community-driven learning, and direct acces
ambush on air: She Builds Bridges - Mentorship in Motion
In this solo episode, Sam Bush takes the mic to share one of her most personal moments yet — her live “She Builds Bridges” talk from the Women in Tech Luncheon at Community Summit. This is a story about mentorship, courage, and the moments that change everything. Sam reflects on the women who inspired her, the mentors who opened doors, and what it means to turn your own experience into a bridge fo
ambush on air: Partner Marketing Lessons with AudienceLed
In this episode of AMBUSH On Air, Sam Bush sits down with Will Taylor from AudienceLed to unpack what’s really working in partnerships today. From building sustainable partner programs to co-marketing campaigns that actually move the needle, they dive into customer stories, attribution headaches, and why integrations beat silos every time.If you’ve ever wondered how to scale partnerships without d
ambush on air: Countdown to Summit - What’s New, What’s Next
🎙️ In this episode of AMBUSH On Air, I sit down with Giuseppe Ianni from Dynamic Communities to preview what’s ahead at Community Summit North America 2025. From pre-conference workshops to new activations like pickleball, arcade games, and Women in Tech highlights, we dive into why this year’s Summit is shaping up to be the biggest and most energizing yet.
ambush on air: Building Bridges - Mentorship, Microsoft, and The Power of Green
In this special Community Summit preview, Sam Bush is joined by Lauren Castloo, Channel Marketing Manager at TrueCommerce—and her real-life mentee. Together, they dive into the power of mentorship in the Microsoft Dynamics ecosystem and share stories from past Summits (including the green outfit moment that brought them together).They also announce their upcoming session, "Building Bridges: The Po
ambush on air: Meet me in Bellevue - BizApps Summit Round 2!
This episode of ambush on air brings you a front-row seat to the upcoming BizApps Partner Executive Summit. Host Sam Bush sits down with Dynamic Communities CEO John Siefert to unpack what’s new: from AI-infused partner strategy sessions to fireside chats, pickleball, and even an arcade on the expo floor.🎙️ Episode Highlights:Behind the scenes on building the BizApps Summit agenda with MicrosoftWh
ambush on air: The Next Marketer — AI & Letting Go of Excuses
In this episode of ambush on air, I’m joined by Roland Chi—creator of The Next Marketer Newsletter—to talk about the mindset shift we must make as AI becomes our marketing copilot. From letting go of ego to embracing experimentation, we break down what it really takes to work with AI, not against it.We explore how AI is impacting our workflows, why fear is natural (but not helpful), and how market
ambush on air: 1 YEAR - Reflections, Growth & What’s Next 🎙️
In this solo episode, host Sam Bush looks back on one unforgettable year of ambush on air—unpacking how podcasting sparked personal and professional growth, reignited his curiosity, and deepened his take on what really matters in marketing.From international speaking gigs to community mentorship, Sam shares the highs, the learnings, and the future vision for the show. Expect thoughts on the rise o
ambush on air: Resco NEXT 2025 Live from Valencia, Spain
This is the first ever LIVE recording of the podcast! And certainly NOT THE LAST! I’m joined by Trevor Metcalf, Marketing Manager for Resco, for a deep dive into how generational shifts are reshaping B2B marketing as we know it. We explore the growing influence of millennials—who now sign 72% of software purchases—and what that means for content strategy, email marketing, and multi-channel engagem
ambush on air: B2B Buyer Evolution and Cold Calling (Live from Columbus!)
In this special episode recorded live in Columbus, I’m joined by Jacob Pepper to explore what’s driving the future of B2B sales and marketing in 2025. We dig into how AI is reshaping outreach, the rising power of buyer personas, and how Millennials and Gen Z are influencing every stage of the buyer journey. AND yes, we talked about cold calling 📞 (spoiler: it’s not dead, but it’s evolving).We also
🎙️ ambush on air: Directions Recap: CPOR, CSP & Everything In Between
In this episode, I welcome back Ben Reid from Ciellos to break down one of the hottest (and most confusing) topics in the Microsoft ecosystem right now: CPOR (Claiming Partner of Record). Ben reviews the announcements all around this from a Directions NA keynote. We dive into what it means, how it complements CSP, and why it’s a game-changer for Business Central partners — especially SIs and ISVs
ambush on air: Directions Recap with the Netstock Pit Crew
In this episode of ambush on air, I’m joined by my Netstock channel crew to debrief on all things Directions North America! From first impressions and event highlights to real talk about partnerships, marketing, and surviving the conference whirlwind — we’re spilling it all. If you were there, you’ll love the recap. If you missed it, we’ve got the scoop. Let’s get into it!#AMBUSHOnAir #DirectionsN
ambush on air: Unlocking the Secrets of Effective Video Marketing
Video isn’t just the future of B2B marketing — it’s happening NOW. It's BEEN the moment for years now. In this episode, Sam Bush sits down with Peter Matejcek to dive deep into how video is transforming the way businesses communicate, engage, and drive results. From breaking down the barriers to video adoption to revealing why authenticity is your greatest asset, this conversation is packed with r
ambush on air: Book Report - "The Revenue Engine" with Kevin Pritchard
In this episode, I sit down with Kevin Pritchard to break down a game-changing book that flips traditional marketing on its head. 🎙️ My fellow ambusher and disrupter - Kara Smith Brown wrote "The Revenue Engine" and it's been changing the game for so many marketers and business leaders. Including - my friend Kevin! The episode that I did with her is the first he listened to and he read the book th
ambush on air: Domain Authority for Partners with Jon Rivers
In this episode, I sat down with Jon Rivers to unpack a topic that’s often overlooked—domain authority and why it matters in the ERP space. 🎙️ We broke down how search engines rank websites, the biggest mistakes companies make with SEO, and why backlinks (the right ones!) can make or break your ranking.Jon shared hard data on Microsoft BC partners' domain authority scores and gave practical strate
ambush on air: Musings with May all about Freelance to FTE
In this episode, I sat down with May to dive into the realities of transitioning between freelance and full-time roles. 🎙️ We explored the lessons from the trenches—from overcoming imposter syndrome to recognizing your value—and how important it is to build a support network. May shared her journey founding CreatrSpark and the bold steps she took to embrace change, while I reflected on my own pivo
ambush on air: Year-End Thanks and Big Changes
And with that, the 2024 season comes to a close. I want to take a moment to thank my listeners, guests, and supporters of AMBUSH On Air. This podcast has been such a blast putting together and has helped me expand my knowledge in partnerships, content marketing, and demand generation. I can't wait to continue this journey! Your encouragement and support MEANS SO MUCH TO ME! I’m also excited to sha
ambush on air: Breaking Content Barriers with Terry Schilling
In this episode, I chat with Terry Schilling, a senior freelance copywriter, about creating bold, effective copy for the self-service economy. 🎙️ Learn how we met and hear us talk about all things content! Content that converts, customer proof content, and how to stand out in the crowded digital space. Terry also shares insights on leveraging AI for smarter, faster content creation and why embraci
AMBUSH On Air: The Revenue Engine with Kara Smith Brown
In this episode, I caught up with Kara Smith Brown from LeadCoverage to talk about her exciting new book, The Revenue Engine. We dove into her practical framework for B2B marketers, which covers sharing good news, tracking intent, and following up—all while redefining how we think about leads as "records" in the funnel.
Kara also shared the power of commercial PR, analyst relations, and building a
ambush on air: The Evolution of B2B Payments
In this episode, I teamed up with Mary Miller and Greg Castro from PayTrace to explore the future of B2B payments. 💳 We discussed how digital solutions are revolutionizing cash flow and reducing friction for buyers—goodbye, outdated ACH processes! Mary and Greg also shared how embedded finance in ERP systems is changing the game, making payments faster and easier.Tune in to learn how PayTrace is h
ambush on air: Summit NA Recap: data courage Bringing AI Innovation into The Hands of Attendees
In this episode of ambush on air: I’m back with another Community Summit NA Recap. This time with my friend Tristan Threlkeld from data courage to unpack our takeaways from the Community Summit. In addition to our event recap, we covered one hot topic: AI innovation and the growing conversation around ethical AI. On the AI front, data courage introduced an AI-powered chat tool that helped attendee
ambush on air: Summit Recap - AI, Big Booth Experiences, and Gen Z
Me again with another episode full of food for thought! Jacob Pepper and I just had a great chat about the Dynamic Communities Summit! We gathered with around 6000 people in the Microsoft channel last week to talk about all things BizApps in San Antonio. Not only did we love the riverwalk area, seeing our partners/friends, and meeting new customers - we also loved 3 big things that stood out to us
ambush on air: Sales and Marketing Synergy with Monica Hoyer
In this episode of ambush on air, Monica Hoyer, Director of Marketing at emfluence, and I discuss one of my favorite topics as a revenue marketer and that is sales and marketing alignment. This topic is near and dear to me. It's so important and it truly varieties in every company. We explore how clear communication and shared goals between teams can drive revenue and improve collaboration. Fr
🎙️ambush on air:🎙️ - On the Ground for Summit with Mary Myers!
Hey, AMBUSH crew! 🎙️ I caught up with Mary Myers to chat about her journey to San Antonio for Community Summit NA - from evacuating Florida, the Riverwalk, and all things GOLF. We dove into her work love for Power Platform! And she gave us some insights into her booth experience, the Saturday golf tournament her and some friend sponsors are hosting - then her 3 sessions and 1 academy course!!! (WO
ambush on air: Inside Scoop on Community Summit with Netstock
Hey, AMBUSH crew! 🎙️ This episode is all about what’s coming at the Community Summit with special guests Vaughan Proctor and Alayne "Laynie" Itzen Kohlman from Netstock. We dive deep into how their innovative approach to inventory management is transforming the game (hint: spreadsheets just don’t cut it anymore - check out the news!) and the importance of community engagement. From networking stra
ambush on air: The Opener to our AI Education Series
In this episode, we’re diving into AI’s role in content creation with May, who has some cool credentials coming soon (hint: Certified AI Transformation Leader) and a wealth of AI tools and technology experiences already. We break down how to strike the right balance with AI—learning the tools, putting power behind them, and even though on boundaries! From leveraging AI as a tool to upcoming innova
ambush on air: Scaling B2B Businesses Through Partnerships
Hello, you are listening to ambush on air: 🎙️ In this episode, I sat down with Chris Saam, Co-Founder and VP of Operations at CrimsonStark to dive into how partnerships are fueling the growth of B2B businesses. We spotlighted two major industry players: Microsoft, where a whopping 95% of revenue comes from partners, and Atlassian, with over 700 partners contributing one-third of their total busine
🎙️ ambush on air: Marketing from 3 different Perspectives in the Microsoft Channel
On this episode of "ambush on air," I sat down with three powerhouse women in the Microsoft ecosystem to discuss how companies of different sizes are navigating the marketing landscape. We explored how startups, mid-sized businesses, and large corporations each approach differentiation and customer engagement. From leveraging TikTok and LinkedIn to tailoring strategies based on company s
ambush on air: ABM (More like ABP) with Natalie Jackson
Hello! It's your host Sam Bush, back with another deep dive on "ambush on air"! 🎙️ This time, I had the pleasure of chatting with the ever-brilliant Natalie Jackson, Director of Demand Generation at CBIZ, and we went all in on the game-changing power of personalization in B2B marketing.We didn’t just skim the surface, either. Natalie and I got into the nitty-gritty of shifting gears
ambush on air: Musings with May: Marketing, IT IS A CRISIS!
See what I did there for all you Swifties! But seriously, this episode is the start of a provocative series I’m running on Ambush On Air with my friend and fellow ambusher - May Pryor. We had a kickoff chat and had so many topics and ideas in the first two hours that we decided to make this a regular hang. During our ‘Musings with May’ segment, we are going to shake up your view on modern marketin
🎙️ambush on air: Personal vs. Professional Brand 🌟
Join Sam Bush of ambush on air: as she chats with Monique Hayward and Candyce Edelen about the power of personal branding in 2024. During this episode, these ladies discuss how businesses can thrive while leveraging thought leaders with individual brands that bleed into professional branding.In this episode:Building Your Brand: Insights from Monique and Candyce on creating a standout personal bran
ambush on air: Recap of BizApps Partner Summit 2024
Fresh from a trip to Bellevue last week, Sam Bush, host of Ambush On Air, interviews Ben Reid, from Ciellos, to recap and uncover key takeaways from their time in the Pacific Northwest. First off, Microsoft just announced that they are now at 40,000 customers using Business Central so no better time to get SIs and ISVs together with key Microsoft business leads. This high-energy 24-hour event was
ambush on air: Gen Z and Millennials in the Workplace with Jacob Pepper
In this podcast episode, Jacob Pepper, BDR at Fidesic, and I explore how Gen Z and Millennials are reshaping the workplace landscape, discussing their divergent approaches to technology and social media. Jacob highlights how Gen Z's preference for autonomy and digital native tendencies contrasts with Millennials' collaborative mindset, influencing hiring processes and organizational dynamics. We a
ambush on air: Sam Bush - The Origin Story!
Sam Bush, the host, introduces herself and shares her career journey as a B2B marketer. She discusses her values as a marketer and the purpose of the podcast. She also outlines the topics and guests she plans to cover in future episodes.Takeaways: Sam Bush's career journey from art to B2B marketing The importance of transparency, mentorship, demand generation, and product-centric marketing The pur
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