ambush on air

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 conference

• How partnerships drive real growth in the Microsoft ecosystem

• The shift to cloud-based communications and Teams voice enablement

• Monetization strategies for ISVs through partnerships

• The role of community in building trust, pipeline, and long-term success

Recorded live on-site, this is a raw, real look at the conversations shaping the ecosystem right now.

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 solving

• How Aptean is adapting to modern buyer behavior and digital-first journeys

• What this means for Microsoft partners, ERP users, and the broader Dynamics ecosystem

• Why product strategy is becoming a competitive differentiator for ISVs in 2026 and beyond

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 programs
• The power of a clear, repeatable 3-slide pitch
• How to create “intern-proof” content your partners will actually use
• The importance of weekly partner communication and revenue transparency
• Why talking about competitors builds trust faster than avoiding them

If 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.

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.

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 same

• Why buyers in 2026 spot generic messaging instantly

• When AI becomes a crutch (and what it does to critical thinking)

• How to use AI like a brainstorming partner—without outsourcing your point of view

• The 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.

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 requires

• The real culprit behind internal friction: attribution wars and misaligned accountability

• Why KPIs (as most teams use them) are failing—and what should replace them

• Full-cycle messaging: staying in the story from acquisition through retention and renewal

• Why 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 org

• Career advice for aspiring revenue leaders: mentorship, sales fluency, deal velocity, and close-loss discipline

If 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.

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 landscape

• The rise of full-stack Microsoft partners

• How creativity fuels better digital transformation outcomes

• The role of AI and Fabric in modern ERP ecosystems

• What the next phase of Microsoft innovation looks like

About the show
AMBUSH 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.

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 ever

• The shift to agentic, autonomous ERP

• Practical AI adoption inside Microsoft partner organizations

• How Copilot, Fabric, and AI agents are changing ERP outcomes

• What AI-first really means for customers and partners

• Why the Microsoft ecosystem is entering a new era

About the show
AMBUSH 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.

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 ecosystem

• The balance between AI IQ, human EQ, and leadership judgment

• Why agentic AI requires empowered people, not fear-driven adoption

• The role of storytelling, legacy, and origin stories in modern transformation

• How RSM is showing up as a bold, early leader in this next era

• Why legacy systems — and legacy people — deserve respect, not dismissal

• How leaders can help teams move from hesitation to excitement about change

As always… party on, AMBUSH.

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.

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 immediate. For partners and ISVs, it’s a high-density opportunity to reconnect, meet new collaborators, and have the face-to-face conversations that move business forward in ways remote meetings can’t.

One thing is clear across the channel: everyone is building their own AI stack. Jenn shared how she uses Copilot for work because it’s connected to Microsoft systems and ChatGPT for everyday use, while continuing to test other models. The takeaway? There’s no single right tool — the smartest leaders are comparing outputs and choosing what works best for each job.

Seer365 is a partner enablement platform built by partners, for partners. Its goal isn’t to replace partner processes, but to accelerate them — shortening sales cycles, standardizing discovery, and automating repetitive work so teams can focus on customers.

One standout example is Rapid Discover, which adds an AI agent layer to the discovery process. Instead of manually working through hundreds (or thousands) of questions, partners can now:

• describe the customer and scope conversationally

• let the agent identify modules and complexity

• automatically generate a pre-populated discovery survey

What used to take weeks can now take minutes — turning discovery into a validation conversation instead of a bottleneck.

Jen also shared Seer365’s new AI Agent Discovery Workshop tool, designed to help partners confidently lead AI strategy conversations with customers — even if they’ve never sold AI before.

The tool helps partners:

• identify business pain points

• map them to potential AI agents

• generate a clear, take-home AI strategy report

It removes fear, creates clarity, and gives customers something tangible to bring back to leadership.

This episode captured why Convergence mattered: one more chance to be together before year-end, to share ideas, and to see where the channel is heading next. Based on the conversations happening in Miami, Convergence is only going to grow — with more partners, more ISVs, and deeper community impact next year.

If you’re selling, marketing, or partnering in the Microsoft ecosystem, this episode is a clear snapshot of what’s next: agentic AI, faster discovery, and enablement that actually works.

As always — party on.

https://www.linkedin.com/in/jennrinfret/

https://seer365.com/discoveroverview/

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” in the Microsoft ecosystem—showing up at every event, building relationships on purpose, and treating community as more than a buzzword.

They dig into:

• Why community is the new marketing funnel—and how UST’s rise in the channel is proof

• The tension between “desk job” work and being highly visible in the ecosystem

• Kate’s philosophy of “give, don’t grab” when networking and building relationships

• How to actually measure the impact of community, events, and partnerships in a messy, multi-touch buyer journey

• The origin story and vision for She Builds as a story-first, scalable community platform

• What’s exciting (and still uncertain) about the resurgence of Convergence and where it could go next

• How travel, speaking, and women-in-tech spaces are evolving in 2026 and beyond

If you live at the intersection of Microsoft, marketing, partnerships, and community, this episode is your love letter. It’s for the people who put their “butts in seats,” host the hallway conversations, and build momentum in the messy middle—long before the opportunity ever hits the CRM.

Press play to hear two women who actually walk the walk on community, collaboration, and showing up for the channel.

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’s still energized by this space after more than a decade.

They cover what’s changing inside TrueCommerce—from new leadership and strategy to AI-powered innovation—and how that directly impacts Microsoft partners and customers on Dynamics 365 Finance & Supply Chain and Business Central.

In this episode, you’ll hear:

• How a cinematography major ended up spending 12+ years in EDI and the Microsoft channel

• What TrueCommerce actually does for Microsoft customers (EDI, supply chain messaging, and automation across BC & FSCM)

• How new leadership at TrueCommerce is leaning into three pillars: innovation, operational excellence, and customer experience

• Real AI use cases inside TrueCommerce:

  • AI for support optimization and faster issue resolution

  • AI for retention flagging and customer health

  • AI-driven mapping and faster trading partner onboarding

• Why “EDI isn’t dead”—and how AI is enhancing it instead of replacing it

• A very real-life example of AI at home: turning a sugary cereal into a healthier, kid-approved version using an AI-generated recipe

• Why community in the Microsoft ecosystem still matters more than ever—and why events like Convergence are becoming must-attend again

If you care about supply chain, Microsoft Dynamics, EDI modernization, or how to make AI feel practical instead of buzzword-y, this conversation will hit exactly where you live (with a little Montreal flavor, of course).

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 and finance operations.

Jessica shares how Vertex is using AI and agents (including her internal assistant “Claire”) to keep channel managers on track, surface action items, and eliminate repetitive work. Sam and Jessica dig into what it really looks like when Copilot, internal data, and tax engines are connected end to end—and how that changes the day-to-day reality for controllers, finance leaders, and partner teams.

You’ll hear them get into:

• How a “10 years in tax” career became a niche superpower in the Microsoft ecosystem

• Real-world ways Jessica uses AI agents to manage meetings, follow-ups, and internal processes

• How Vertex is launching an Azure Marketplace agent to automatically detect and validate tax-impacting changes

• Why AI in finance is less about replacing roles and more about giving controllers their time back

• The human side of AI adoption: generational comfort levels, communication styles, and meeting people where they are

• How AI and automation can shorten close cycles, reduce manual tax work, and free teams to focus on revenue and strategy

If you live in the Microsoft channel, sell or implement ERP, or support finance teams that are drowning in month-end tasks, this conversation will give you a fresh, practical look at where AI in tax and finance is really headed—and how to stay ahead of it.

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 the Microsoft ecosystem. From pre-con workshops and roundtables to Microsoft-led sessions and real customer success stories, this conversation dives into how partners are redefining learning, access, and community in 2025.

Highlights:

• Why Microsoft brought Convergence back after 10 years

• Behind-the-scenes from DUG and Avanade on planning the new format

• Exclusive previews of sessions on AI, Fabric, and change management

• Why collaboration, not competition, is driving the new channel era

• Tips for getting the most out of your Convergence experience

#AMBUSHOnAir #MicrosoftChannel #Convergence365 #DUG #BizApps #PartnerMarketing #MicrosoftDynamics #AI #Avanade #Accenture

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 access to Microsoft’s product teams. Bobby shares behind-the-scenes details about how the event came to life, what attendees can expect in Miami, and how Convergence fits into the evolving ecosystem of Dynamics 365 events.

Key Takeaways:

• The origin story of the new Convergence event

• What makes this event different from Community Summit or Directions

• Deep-dive into the pre-conference partner enablement day

• The value of direct Microsoft access for partners

• Session highlights on AI, governance, and change management

• Why Convergence marks a turning point for the Microsoft BizApps community

#AMBUSHOnAir #MicrosoftChannel #Convergence365 #DUG #BizApps #PartnerMarketing #MicrosoftDynamics #B2BMarketing #CommunityEvents

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 for someone else.

Whether you were in the room or catching up now, this episode is an invitation to look back at who built the bridge for you — and to go build one for someone else.

Key Themes:

• How mentorship creates access and advocacy

• The power of “mentorship moments” that shape careers

• Why community matters more than competition

• Lessons from the Women in Tech Luncheon at Community Summit

• Building confidence and connection through shared stories

Listen if you’re:

• A mentor, mentee, or community builder in the Microsoft ecosystem

• Someone navigating career growth and looking for inspiration

• Curious how authentic storytelling fuels connection

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 drowning in “six-to-eighteen-month” timelines, or why enablement is just as critical as partner marketing, this conversation is packed with practical tips and hot takes.

🔗 Tune in to hear how to rethink partnerships, align incentives, and start creating campaigns that convert.

🎙️ 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.

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 Power of Mentorship in Dynamics," reflect on why Summit is such a uniquely supportive event, and hype other can't-miss sessions—from Gen Z buying habits to AI debates and arcade-style booths.

💥 Key Takeaways:

• Mentorship can be career-changing—and friendship-building.

• Your channel journey starts with showing up (even if it’s awkward).

• Session preview: what to expect from Sam & Lauren’s Thursday morning talk.

• Highlights from the full Summit agenda, including WIT and She Builds.

• Disney-style pin trading is officially part of the ISV booth experience.

Don’t miss: Thursday 8:15am—Sam & Lauren’s session on mentorship
Bonus: Find TrueCommerce's retro arcade booth + so many ISV's doing pin trading!

#AMBUSHonAir #SummitNA #MicrosoftChannel #MentorshipMatters #PartnerMarketing #WomenInTech #WIT #Dynamics365 #Summit2025

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 Microsoft

• Why face-to-face experiences matter more than ever in an AI world

• A sneak peek at sessions, speakers, and partner panels

If you're in the Microsoft ecosystem, this is your roadmap for what’s next in the channel—and why Bellevue is the place to be.

🔗 Listen now and get ready to embrace the AI-powered, human-centered future of work.

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 marketing leaders can empower their teams to adapt and thrive. If you're still trying to fit AI into your old playbook... it’s time for a rewrite. This one’s for the curious, the strategic, and the future-focused.

💡 Let’s stop fearing AI—and start co-creating with it.

#AIinMarketing #TheNextMarketer #AMBUSHOnAir #DigitalTransformation #MarketingLeadership

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 of AI in marketing, navigating the seller-free economy, and staying authentic in a world of recycled tactics. Plus: a few heartfelt shoutouts and a toast to what’s coming next. Here's to year two. 🥂

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 engagement.

From the rise of video content to the importance of validating your messaging with real users, this episode is packed with bold insights and practical takeaways for modern marketers. Whether you're refining your content mix or rethinking email, this conversation will help you align with today’s buyers and avoid the most common B2B marketing pitfalls.

#AMBUSHOnAir #B2BMarketing #MillennialBuyers #ContentStrategy #VideoMarketing #MarketingThatWorks

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 break down content trends, lead tracking challenges, and how sales teams can stay ahead in an increasingly complex landscape. If you're building strategy for the modern buyer — this one’s for you. If you are finding success in cold calling in 2025 as a B2B software ISV in the Microsoft space, LET US KNOW! We want to know the dets!

🎙️ Recorded on the ground, with real insights, live from the heart of Ohio.

#AMBUSHOnAir #LiveFromColumbus #B2BSales #MarketingStrategy #AIInSales #BuyerBehavior #SalesEnablement #DemandGen

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 navigating multi-partner environments.

We also chat about partner attribution, deployment vouchers, customer acknowledgment, and how to actually get credit for the work you’re doing. If you’re a partner in the Microsoft channel, this episode is your roadmap to understanding the evolving incentive landscape and how to turn strategy into designations.

#AMBUSHOnAir #MicrosoftPartners #CPOR #CSP #BusinessCentral #PartnerMarketing #ISV #SIs #PartnerPrograms #DirectionsNA

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 #DirectionsNA #B2BMarketing #PartnerMarketing #MicrosoftEcosystem

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 real talk and actionable insights.

🔥 What you'll learn:

• Why video is the MUST-HAVE tool for B2B marketers in 2025.

• How to ditch the overproduced vibe for raw, relatable content.

• The power of the first 10 seconds — because scroll culture is real.

• Why mobile phones are your new video production team.

• Metrics that matter: Stop chasing vanity views and start tracking engagement.

If you’ve been sitting on the sidelines waiting for the “perfect” moment to start creating video content — this is your sign to just hit record. Let’s get those videos rolling! 🎥

#B2BMarketing #VideoStrategy #ContentCreation #DigitalMarketing #AMBUSHOnAir #AuthenticityInMarketing #MarketingTrends #EngagementMetrics

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 strategies for improving search visibility. If you want to drive traffic, boost credibility, and actually rank, this episode is a must-listen!

#AMBUSHOnAir #DomainAuthority #SEO #MicrosoftEcosystem

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 share my next chapter—joining Netstock as North America Partner Marketing Lead! This role blends everything I love about marketing and partnerships with a splash of business development, and I can’t wait to hit the ground running in 2025. Here’s to thriving together next year! 🥂

#AMBUSHOnAir #marketing #partnerships #partnermarketer #Netstock #ThriveIn25 #YearEndReflection

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 embracing creativity is the key to success in 2025 and beyond. This episode has some great advice for writers and brands to consider as they approach their 2025 content planning.

#Copywriting #BoldMarketing #AMBUSHOnAir #SelfServiceEconomy

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 helping businesses streamline payments and drive customer loyalty. Don’t miss out on these insights from the Microsoft ecosystem!

#B2BPayments #DigitalTransformation #AMBUSHOnAir

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 attendees navigate the massive venue and find people, booths, and sessions seamlessly. Circle to - ETHICAL AI USE! We dove into the importance of keeping AI tools secure and transparent, emphasizing how essential it is for organizations to have a policy in place to protect data and ensure responsible AI use.

Sound bite: "We’re pushing AI innovation while keeping security and transparency at the core." - Tristan Threlkeld, data courage

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.

AI was everywhere, driving tons of sessions and conversations. We also saw a huge influx of Gen Z attendees, bringing fresh energy to the conference. The booth setups were bigger and more engaging than ever, and it’s clear that marketing needs to evolve to meet changing customer demands. GP's future is still up for debate, but mentorship and community engagement remain key for navigating the shift. Lots to look forward to!

#mysummitna #AIInnovation #GenZWorkforce #AMBUSHOnAir

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. From team structures and success metrics to event strategies and customer journeys, it’s all about working in sync. Monica shares insights from her career on the power of adaptability and why defining success goes beyond just closing deals.

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!!! (WOW! Talk about a busy lady!)

We also talked about some gold for first-timers and seasoned pros alike. Don’t miss her advice on building connections and maximizing your Community Summit experience! ⛳️

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 innovations, we tease a fun series of podcasts all about shaking up the way you think about AI in modern SaaS sales and marketing.

Whether you are a daily user and obsessed with AI like we are, or on the fence, this is a must listen. Plus, we tease some upcoming tools that are shaking up more than just content marketing—there's so much more to come! Stay tuned! 💡

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 business. These examples highlight how essential strategic partnerships are in driving business success and growth.

We touch on what we have seen in partnerships work and scale, but also flop! I also plugged my friends at CrimsonStark for the programs they are offering in the partnership community.

And of course, we threw in a little joke (hint: politics, religion, thanksgiving) about future topics—stay tuned! 😄