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.

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.

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.

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.

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 systems to autonomous, AI-driven platforms. Andy shares how Korcomptenz is helping organizations modernize with Dynamics 365, Copilot, Fabric, and cloud — and why AI now sits at the center of enterprise transformation.

This conversation blends strategy, real-world application, and the energy of being back together as a community shaping the future of business applications.

You’ll hear about:

• Why Convergence matters now more than ever

• The shift to agentic, autonomous ERP

• Practical AI adoption inside Microsoft partner organizations

• How Copilot, Fabric, and AI agents are changing ERP outcomes

• What AI-first really means for customers and partners

• Why the Microsoft ecosystem is entering a new era

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.

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 pairing technological capability with emotional intelligence, storytelling, and trust.

Kristen shares a powerful perspective on legacy — not as something outdated, but as the foundation that makes today’s innovation possible — and why empowering people closest to the problems is the real unlock of AI transformation.

This episode reflects the mindset required to lead in what many are calling the golden era of Dynamics: curiosity, humility, courage, and a deep respect for the humans behind the systems.

In this episode, you’ll hear about:

• Why Convergence represents a defining moment for the Microsoft ecosystem

• The balance between AI IQ, human EQ, and leadership judgment

• Why agentic AI requires empowered people, not fear-driven adoption

• The role of storytelling, legacy, and origin stories in modern transformation

• How RSM is showing up as a bold, early leader in this next era

• Why legacy systems — and legacy people — deserve respect, not dismissal

• How leaders can help teams move from hesitation to excitement about change

As always… party on, AMBUSH.

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, attending her first one years ago as an intern and realizing the Microsoft channel could be a real career. Now, a decade later, she’s still here—and thriving. We talked about how different the Dynamics ecosystem feels compared to other ERP spaces, and why the sense of true community keeps people coming back year after year.

Like many of us, Mary uses AI daily to move faster—drafting emails, streamlining tasks, and identifying patterns in partner communications. On the Celigo side, AI is deeply embedded into the platform rather than treated as a separate offering.

One standout example: customer 360 bots inside Microsoft Teams. By dropping a CRM link into the bot, Celigo’s AI instantly returns customer details—from invoices to integrations—right inside Teams. No tab-hopping. No scrambling before meetings.

Mary summed it up perfectly: you can’t have a real AI strategy without an integration strategy. AI only works when systems talk to each other—and that’s where Celigo plays a critical role.

One of the most impressive use cases we covered was Celigo’s AI-powered error handling. Their platform resolves about 95% of integration errors autonomously, meaning customers experience virtually no downtime—even during high-volume moments like Black Friday. Some integrations have been running untouched for years, quietly doing their job in the background.

Convergence felt like a bonus reunion before year-end—one more chance to see community friends, swap stories, and reflect on how far the channel has come. Mary confirmed she’ll be back next year, and honestly, after these conversations, it’s easy to see why.

If you care about AI that actually works, integration that matters, and community that sticks—you’ll want to catch this episode.

As always, party on.

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 immediate. For partners and ISVs, it’s a high-density opportunity to reconnect, meet new collaborators, and have the face-to-face conversations that move business forward in ways remote meetings can’t.

One thing is clear across the channel: everyone is building their own AI stack. Jenn shared how she uses Copilot for work because it’s connected to Microsoft systems and ChatGPT for everyday use, while continuing to test other models. The takeaway? There’s no single right tool — the smartest leaders are comparing outputs and choosing what works best for each job.

Seer365 is a partner enablement platform built by partners, for partners. Its goal isn’t to replace partner processes, but to accelerate them — shortening sales cycles, standardizing discovery, and automating repetitive work so teams can focus on customers.

One standout example is Rapid Discover, which adds an AI agent layer to the discovery process. Instead of manually working through hundreds (or thousands) of questions, partners can now:

• describe the customer and scope conversationally

• let the agent identify modules and complexity

• automatically generate a pre-populated discovery survey

What used to take weeks can now take minutes — turning discovery into a validation conversation instead of a bottleneck.

Jen also shared Seer365’s new AI Agent Discovery Workshop tool, designed to help partners confidently lead AI strategy conversations with customers — even if they’ve never sold AI before.

The tool helps partners:

• identify business pain points

• map them to potential AI agents

• generate a clear, take-home AI strategy report

It removes fear, creates clarity, and gives customers something tangible to bring back to leadership.

This episode captured why Convergence mattered: one more chance to be together before year-end, to share ideas, and to see where the channel is heading next. Based on the conversations happening in Miami, Convergence is only going to grow — with more partners, more ISVs, and deeper community impact next year.

If you’re selling, marketing, or partnering in the Microsoft ecosystem, this episode is a clear snapshot of what’s next: agentic AI, faster discovery, and enablement that actually works.

As always — party on.

https://www.linkedin.com/in/jennrinfret/

https://seer365.com/discoveroverview/

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 girlies” in the Microsoft ecosystem—showing up at every event, building relationships on purpose, and treating community as more than a buzzword.

They dig into:

• Why community is the new marketing funnel—and how UST’s rise in the channel is proof

• The tension between “desk job” work and being highly visible in the ecosystem

• Kate’s philosophy of “give, don’t grab” when networking and building relationships

• How to actually measure the impact of community, events, and partnerships in a messy, multi-touch buyer journey

• The origin story and vision for She Builds as a story-first, scalable community platform

• What’s exciting (and still uncertain) about the resurgence of Convergence and where it could go next

• How travel, speaking, and women-in-tech spaces are evolving in 2026 and beyond

If you live at the intersection of Microsoft, marketing, partnerships, and community, this episode is your love letter. It’s for the people who put their “butts in seats,” host the hallway conversations, and build momentum in the messy middle—long before the opportunity ever hits the CRM.

Press play to hear two women who actually walk the walk on community, collaboration, and showing up for the channel.

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 she’s still energized by this space after more than a decade.

They cover what’s changing inside TrueCommerce—from new leadership and strategy to AI-powered innovation—and how that directly impacts Microsoft partners and customers on Dynamics 365 Finance & Supply Chain and Business Central.

In this episode, you’ll hear:

• How a cinematography major ended up spending 12+ years in EDI and the Microsoft channel

• What TrueCommerce actually does for Microsoft customers (EDI, supply chain messaging, and automation across BC & FSCM)

• How new leadership at TrueCommerce is leaning into three pillars: innovation, operational excellence, and customer experience

• Real AI use cases inside TrueCommerce:

  • AI for support optimization and faster issue resolution

  • AI for retention flagging and customer health

  • AI-driven mapping and faster trading partner onboarding

• Why “EDI isn’t dead”—and how AI is enhancing it instead of replacing it

• A very real-life example of AI at home: turning a sugary cereal into a healthier, kid-approved version using an AI-generated recipe

• Why community in the Microsoft ecosystem still matters more than ever—and why events like Convergence are becoming must-attend again

If you care about supply chain, Microsoft Dynamics, EDI modernization, or how to make AI feel practical instead of buzzword-y, this conversation will hit exactly where you live (with a little Montreal flavor, of course).