ambush on air

Sam Bush
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  • Marketing
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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!

  1. May 1

    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 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.

    14 min

  2. Apr 30

    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 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

    10 min

  3. Apr 27

    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 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

    6 min

  4. Apr 20

    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 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.

    31 min

  5. Mar 24

    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 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.

    34 min

  6. Mar 9

    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 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.

    5 min

  7. Mar 5

    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 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/

    16 min

  8. Feb 26

    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 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.

    40 min
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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 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!

Information

  • Creator
    Sam Bush
  • Years Active
    2025 - 2026
  • Episodes
    57
  • Rating
    Clean
  • Copyright
    © Sam Bush
  • Show Website
    ambush on air