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.