AMBUSH On Air – Details, episodes & analysis

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AMBUSH On Air

Sam Bush

Business

Frequency: 1 episode/12d. Total Eps: 53

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!

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Data updated on 14/07/2026

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🇨🇦 Canada - Marketing
10/04/2026
#56

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https://www.creatrspark.com/
4 shares
https://aka.ms/incentivesguide
2 shares
https://aka.ms/d365deploymentoffer
2 shares

https://www.linkedin.com/in/kevinpritchard/
2 shares
https://www.linkedin.com/company/creatrspark/
2 shares
https://www.linkedin.com/in/jennrinfret/
1 share

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Score global : 38%

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AMBUSH On Air: Being the Easiest Partner with Tiffany Allen

Season 2

Tuesday, March 24, 2026 • Duration 34:20

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.

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AMBUSH On Air: Directions Session with Kate Coffey Bacon

Season 2

Monday, March 9, 2026 • Duration 04:57

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

Season 2

Thursday, March 5, 2026 • Duration 16:15

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

Season 2

Thursday, February 26, 2026 • Duration 40:01

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 B2B
Microdosing messaging to buying committees without wasting anyone’s time
Short video partnership intros that tell the story, not the feature list
Trust tactics: honesty, transparency, and saying “I don’t know” (then following through)
What to avoid: clickbait webinars, demo-bait, and pointless quote cards
How AI is being used for repurposing, feedback loops, blind spots, and faster execution
Millennial-first buyer behavior and why your proof needs to be personal, not generic

If 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

Season 2

Thursday, February 12, 2026 • Duration 31:22

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.

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AMBUSH On Air: The Evolution of CMO and CRO in the Channel

Tuesday, January 27, 2026 • Duration 34:00

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.

AMBUSH On Air: Live from Summit with Fidesic + PayTrace

Season 3 · Episode 2

Monday, January 12, 2026 • Duration 16:12

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

Season 3 · Episode 1

Thursday, January 8, 2026 • Duration 36:39

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 expectation
How corporate tech lost sight of its human impact
The difference between leaving a job and reclaiming yourself
What rebuilding trust, meaning, and community could actually look like

This 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

Season 3 · Episode 1

Monday, January 5, 2026 • Duration 08:32

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 channel
How intimate events outperform big expos for real partner momentum
What to look for if you’re deciding whether PartnerIn Vibe is worth it

If 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

Season 2

Monday, December 15, 2025 • Duration 08:32

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.

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AMBUSH On Air – Details, episodes & analysis

Podcast details

Recent rankings

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AMBUSH On Air – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

Shared links between episodes and podcasts

Other15

LinkedIn10

Financial Times3

RSS feed quality and score

Publication history

Latest published episodes

Similar podcasts and content

Related Shows Based on Content Similarities

Apple Podcasts

Spotify

Related Shows Based on Content Similarities

Other15

LinkedIn10

Financial Times3