ambush on air

Епизоди

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  ambush on air: Microsoft’s FY27 incentives 18.08.2026 30мин

  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 consulting may be some of the biggest opportunities sitting in front of partners right now.If your FY27 strategy starts and ends with “how do we maximize incentives?” — this episode might make you rethink it.
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  ambush on air: Stop Marketing to Markets. Start Talking to People. 29.07.2026 29мин

  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 They challenge outdated lead-generation thinking, discuss why buyers are tired of generic AI-generated content, and explain why the future belongs to marketers who understand people,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.From buying committees and ERP marketing to ungated content, LinkedIn's "sea of sameness," and why "request a demo" shouldn't be your entire strategy, this conversation is packed with practical advice for Microsoft partners looking to create marketing that actually resonates.If you've ever wondered why your marketing isn't getting attention—or how to stand out in an AI-driven world—this episode is for you.
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  ambush on air: Responsible AI with Julie at PartnerIn Vibe 26.06.2026 13мин

  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 apply. Julie also shares insights from her 20+ years in the Microsoft ecosystem and why community continues to be one of the channel's greatest strengths.If you've ever wondered where to start with AI—or how to get more out of the tools you're already using—this episode is for you.
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  ambush on air: Live from Directions with Scott from Momentum 01.05.2026 13мин

  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 Teams-first world.Colin breaks down what Momentum does in the Microsoft space, including voice enablement for Teams and how companies are rethinking communication infrastructure, mobility, and cost by moving away from traditional hardware and into the cloud.This episode covers:Why Directions feels different from every other conferenceHow partnerships drive real growth in the Microsoft ecosystemThe shift to cloud-based communications and Teams voice enablementMonetization strategies for ISVs through partnershipsThe role of community in building trust, pipeline, and long-term successRecorded live on-site, this is a raw, real look at the conversations shaping the ecosystem right now.
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  ambush on air: Live from Directions NA with FreightPOP 30.04.2026 9мин

  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 inbound shipments to outbound logistics across LTL, truckload, ocean, air, and rail.They dig into the shift from deterministic API integrations to agent-to-agent workflows, the rise of MCP and AI agents, and what ISVs should be doing now to stay ahead of Microsoft’s evolving direction.Plus: real talk on booth strategy, why most demos get ignored, and how to actually capture attention at events like Directions.If you’re a Microsoft partner, ISV, VAR, or marketer trying to break through the noise—this episode is for you.Topics include:AI in supply chain and logisticsMicrosoft ecosystem and ISV strategyAgent-based integrations and MCPHow to stand out at industry eventsThe future of ERP-connected solutions
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  ambush on air: Live from Directions with Aptean 27.04.2026 6мин

  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 Microsoft ecosystem. As B2B buyers continue to demand simpler, more connected, and more intuitive experiences, ISVs are being forced to rethink how their solutions are packaged, positioned, and delivered.You’ll hear:The thinking behind the Apcentral launch and what problem it’s solvingHow Aptean is adapting to modern buyer behavior and digital-first journeysWhat this means for Microsoft partners, ERP users, and the broader Dynamics ecosystemWhy product strategy is becoming a competitive differentiator for ISVs in 2026 and beyond
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  ambush on air: SHOW ME THE DEMO 20.04.2026 30мин

  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-informed world, where most of the research is already done before the first call.You’ll hear:Why leading with company history is a losing strategyWhat makes a demo convert (or fail fast)How AI is reshaping buyer expectations and qualificationThe role of trust, empathy, and real experience in closing dealsWhether traditional sales decks are helping—or hurting—your pipelineIf you’re in sales, marketing, or partnerships in the Microsoft ecosystem, this episode will challenge how you think about demos, discovery, and what it really takes to win in today’s market.Because in 2026, buyers don’t want a presentation.They want proof.
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  ambush on air: Being the Easiest Partner with Tiffany Allen 24.03.2026 34мин

  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 programsThe power of a clear, repeatable 3-slide pitchHow to create “intern-proof” content your partners will actually useThe importance of weekly partner communication and revenue transparencyWhy talking about competitors builds trust faster than avoiding themIf you’re an ISV, VAR, or partner leader trying to drive real pipeline—not just “activity”—this episode is your playbook.Bottom line: If your partners don’t understand how to make money with you in minutes, they’ll move on.
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  ambush on air: Directions Session with Kate Coffey Bacon 09.03.2026 4мин

  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 partners build trust, grow influence, and generate revenue. Sam and Kate share the core themes behind the upcoming session, including how organizations can turn advocates into amplifiers, conversations into conversions, and relationships into revenue.If you work in the Microsoft partner ecosystem, this episode is a preview of a bigger idea: the companies winning today are the ones building community, not just campaigns.
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  ambush on air: PMR DAY at DynamicsCon 2026 05.03.2026 16мин

  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 discuss the open call for speakers, what types of sessions the content committee is looking for, and why real-world campaign examples, case studies, and honest conversations about what works (and what doesn’t) are so valuable to the community.Key topics include go-to-market strategies in a digital-first world, aligning sales and marketing around revenue, using AI beyond content creation, improving visibility in AI-driven search environments, and turning events into real pipeline.If you’re an ISV, VAR, SI, marketer, or sales leader in the Microsoft partner ecosystem, this episode offers a quick preview of what to expect and how to get involved.PMR Pre-Day takes place May 12 ahead of DynamicsCon. The call for speakers is open until March 13.Learn more about PMR Pre-Day and submit a session:https://www.dynamicscon.com/
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  ambush on air: The B2C Playbook That Works For B2B 26.02.2026 40мин

  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 like to keep things short, human, and trust-building in 2026. You’ll hear practical takes on bite-sized storytelling, video-first partnership marketing, pricing transparency, and why speed and honesty are credibility now.Topics include:“No more need to be boring and buttoned up” in B2BMicrodosing messaging to buying committees without wasting anyone’s timeShort video partnership intros that tell the story, not the feature listTrust tactics: honesty, transparency, and saying “I don’t know” (then following through)What to avoid: clickbait webinars, demo-bait, and pointless quote cardsHow AI is being used for repurposing, feedback loops, blind spots, and faster executionMillennial-first buyer behavior and why your proof needs to be personal, not genericIf you’re still writing the same blogs, pushing the same one-size-fits-all campaigns, and wondering why engagement is flat, this is your wake-up call.
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  ambush on air: The Sea of Sameness with AI Content 12.02.2026 31мин

  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-generated resumes are becoming identical, and how marketers are accidentally training buyers to distrust everything. The core takeaway: AI is a powerful tool—but if you let it replace your voice, you’re trading speed for credibility.What you’ll hear:The real cost of “content at scale” when everyone sounds the sameWhy buyers in 2026 spot generic messaging instantlyWhen AI becomes a crutch (and what it does to critical thinking)How to use AI like a brainstorming partner—without outsourcing your point of viewThe simplest publish test: could anyone else have said this the same way?If you care about trust, differentiation, and real thought leadership in the Microsoft ecosystem, this one’s for you.
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  ambush on air: The Evolution of CMO and CRO in the Channel 27.01.2026 34мин

  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), we go straight at the tension every partner org feels right now: marketing being held to revenue targets without a true seat at the revenue table, sales and marketing operating on separate fields (or worse—against each other), and the “random acts of marketing” playbook collapsing in real time.We unpack why the future looks less like a funnel and more like a connected, full-cycle customer experience—from first click to renewal. And we get practical: what leaders must stop measuring, what they must start owning, and how marketers (and sellers) can become revenue athletes without burning out.What we cover:Why the CMO and CRO roles are converging—and what “revenue leadership” actually requiresThe real culprit behind internal friction: attribution wars and misaligned accountabilityWhy KPIs (as most teams use them) are failing—and what should replace themFull-cycle messaging: staying in the story from acquisition through retention and renewalWhy marketers must learn the P&L—and why sellers must learn marketing fundamentals“Liquid networks”: the underrated advantage of relationship-driven collaboration inside and outside the orgCareer advice for aspiring revenue leaders: mentorship, sales fluency, deal velocity, and close-loss disciplineIf you’re in the Microsoft channel and you feel the ground shifting under marketing and sales—this one puts language, structure, and a path forward to what you’ve been sensing.
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  ambush on air: Live from Summit with Fidesic + PayTrace 12.01.2026 16мин

  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 community matters more the longer you stay in the channel, and how their partnership came together at the right moment. They dig into what’s changing fast, what’s already been overhyped, and how product, sales, and marketing roles continue to blur—especially for leaders who “do a little bit of everything.”The episode closes with practical, human use cases for AI, honest takes on conference learning, and why concierge-style support still wins in a transactional world.
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  ambush on air: Leaving the System That Forgot Why It Exists 08.01.2026 36мин

  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 replaced people, productivity eclipsed purpose, and how many talented leaders—especially women—are stepping away not because they can’t do the work, but because the system stopped working for them.You’ll hear honest reflections on:Why “resilience” has become a dangerous expectationHow corporate tech lost sight of its human impactThe difference between leaving a job and reclaiming yourselfWhat rebuilding trust, meaning, and community could actually look likeThis episode isn’t about quitting.It’s about remembering why we started—and deciding what we’re no longer willing to accept.If you’ve ever felt like you were burning out in silence, questioning your place, or wondering whether the problem was really you—this one’s for you.Subscribe for more conversations on modern work, leadership, community, and the future of B2B—human-first, always.
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  ambush on air: PartnerIn Vibe Is the Partner Event You Shouldn’t Skip 05.01.2026 8мин

  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, practical guidance on showing up in AI search and Copilot, and why every ERP partner needs an AI strategy now.Sam also previews his own 90-minute session on AI-powered account-based marketing, designed specifically for ISVs and VARs with limited marketing resources who want to win more of the right accounts.This episode is your last call on:Why community-led growth is becoming the real funnel in the Microsoft channelHow intimate events outperform big expos for real partner momentumWhat to look for if you’re deciding whether PartnerIn Vibe is worth itIf you care about sustainable growth, real partnerships, and staying relevant in an AI-driven channel—this one’s for you.
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  ambush on air: Live from Convergence with Christian Twiste 15.12.2025 8мин

  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 multiple disciplines, and how Christian’s background in fine arts shaped his path into technology. The conversation blends creativity, AI, and real-world experience from inside the Microsoft channel.This episode reflects the excitement of Convergence’s return and the bigger shifts already underway across business applications and AI.You’ll hear about:Why Convergence matters in today’s Microsoft landscapeThe rise of full-stack Microsoft partnersHow creativity fuels better digital transformation outcomesThe role of AI and Fabric in modern ERP ecosystemsWhat the next phase of Microsoft innovation looks likeAbout the showAMBUSH ON AIR is a podcast covering modern B2B marketing, partnerships, and growth across the Microsoft channel. Hosted by Sam Bush, the show brings honest, in-the-moment conversations with leaders building what’s next.
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  ambush on air: Live from Convergence with Andy Karteek 15.12.2025 12мин

  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 systems to autonomous, AI-driven platforms. Andy shares how Korcomptenz is helping organizations modernize with Dynamics 365, Copilot, Fabric, and cloud — and why AI now sits at the center of enterprise transformation.This conversation blends strategy, real-world application, and the energy of being back together as a community shaping the future of business applications.You’ll hear about:Why Convergence matters now more than everThe shift to agentic, autonomous ERPPractical AI adoption inside Microsoft partner organizationsHow Copilot, Fabric, and AI agents are changing ERP outcomesWhat AI-first really means for customers and partnersWhy the Microsoft ecosystem is entering a new eraAbout the showAMBUSH ON AIR is a podcast covering modern B2B marketing, partnerships, and growth across the Microsoft channel. Hosted by Sam Bush, the show brings honest, in-the-moment conversations with leaders building what’s next.
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  ambush on air: Live from Convergence with RSM 13.12.2025 13мин

  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 pairing technological capability with emotional intelligence, storytelling, and trust.Kristen shares a powerful perspective on legacy — not as something outdated, but as the foundation that makes today’s innovation possible — and why empowering people closest to the problems is the real unlock of AI transformation.This episode reflects the mindset required to lead in what many are calling the golden era of Dynamics: curiosity, humility, courage, and a deep respect for the humans behind the systems.In this episode, you’ll hear about:Why Convergence represents a defining moment for the Microsoft ecosystemThe balance between AI IQ, human EQ, and leadership judgmentWhy agentic AI requires empowered people, not fear-driven adoptionThe role of storytelling, legacy, and origin stories in modern transformationHow RSM is showing up as a bold, early leader in this next eraWhy legacy systems — and legacy people — deserve respect, not dismissalHow leaders can help teams move from hesitation to excitement about changeAs always… party on, AMBUSH.
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  ambush on air: Live from Convergence with Mary from Celigo 12.12.2025 12мин

  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, attending her first one years ago as an intern and realizing the Microsoft channel could be a real career. Now, a decade later, she’s still here—and thriving. We talked about how different the Dynamics ecosystem feels compared to other ERP spaces, and why the sense of true community keeps people coming back year after year.Like many of us, Mary uses AI daily to move faster—drafting emails, streamlining tasks, and identifying patterns in partner communications. On the Celigo side, AI is deeply embedded into the platform rather than treated as a separate offering.One standout example: customer 360 bots inside Microsoft Teams. By dropping a CRM link into the bot, Celigo’s AI instantly returns customer details—from invoices to integrations—right inside Teams. No tab-hopping. No scrambling before meetings.Mary summed it up perfectly: you can’t have a real AI strategy without an integration strategy. AI only works when systems talk to each other—and that’s where Celigo plays a critical role.One of the most impressive use cases we covered was Celigo’s AI-powered error handling. Their platform resolves about 95% of integration errors autonomously, meaning customers experience virtually no downtime—even during high-volume moments like Black Friday. Some integrations have been running untouched for years, quietly doing their job in the background.Convergence felt like a bonus reunion before year-end—one more chance to see community friends, swap stories, and reflect on how far the channel has come. Mary confirmed she’ll be back next year, and honestly, after these conversations, it’s easy to see why.If you care about AI that actually works, integration that matters, and community that sticks—you’ll want to catch this episode.As always, party on.