ambush on air

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 c...

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...

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 inb...

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...

In this episode, Sam Bush sits down with Ben Cole to challenge one of the most outdated habits in B2B sales: leading with everything except what buyers actually care about.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-in...

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 pro...

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...

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 discu...

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...

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 A...

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 Consult...

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, w...

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 performa...

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, prac...

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...

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...

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...

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,...

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 imm...

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 gir...

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 s...

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 eve...

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...

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...

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 acc...