PODCAST · business
ambush on air
by Sam Bush
Hey friends, it's SAMBUSH here, and you're tuned in to "ambush on air"! 🎙️Get ready to level up your marketing game with me any my guests as we explore emerging trends in Demand Generation. We’ll unpack killer tactics that have helped myself and my guests break the mold of traditional marketing and go beyond the basics in their organizations. And hey, I’m not stopping there – we're diving deep into what makes different generations tick, because let's face it, understanding your audience is 🔑. Plus, together, we'll unpack thee self-service economy and staying ahead of the curve with trends!
Episodes
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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…
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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 They challenge outdated lead-generation thinking, discuss why buyers are tired of generic...
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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…
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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…
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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…
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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…
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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...
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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...
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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…
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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...
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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...
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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...
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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...
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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...
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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,...
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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…
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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....
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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...
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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...
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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...
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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...
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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...
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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...
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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 &...
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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...
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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...
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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...
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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...
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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,...
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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...
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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...
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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…
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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...
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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…
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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...
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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…
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🎙️ 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…
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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,...
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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...
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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.…
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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...
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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...
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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…
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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...
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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...
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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…
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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...
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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,...
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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...
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🎙️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…
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ABOUT THIS SHOW
Hey friends, it's SAMBUSH here, and you're tuned in to "ambush on air"! 🎙️Get ready to level up your marketing game with me any my guests as we explore emerging trends in Demand Generation. We’ll unpack killer tactics that have helped myself and my guests break the mold of traditional marketing and go beyond the basics in their organizations. And hey, I’m not stopping there – we're diving deep into what makes different generations tick, because let's face it, understanding your audience is 🔑. Plus, together, we'll unpack thee self-service economy and staying ahead of the curve with trends!
HOSTED BY
Sam Bush
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Frequently Asked Questions
How many episodes does ambush on air have?
ambush on air currently has 60 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is ambush on air about?
Hey friends, it's SAMBUSH here, and you're tuned in to "ambush on air"! 🎙️Get ready to level up your marketing game with me any my guests as we explore emerging trends in Demand Generation. We’ll unpack killer tactics that have helped myself and my guests break the mold of traditional marketing...
How often does ambush on air release new episodes?
ambush on air has 60 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to ambush on air?
You can listen to ambush on air on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts ambush on air?
ambush on air is created and hosted by Sam Bush.
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