ambush on air

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 isn’t the same thing as adding value, and why education, AI readiness, integration, and actual business consulting may be some of the biggest opportunities sitting in front of partners right now.

If your FY27 strategy starts and ends with “how do we maximize incentives?” — this episode might make you rethink it.

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 They challenge outdated lead-generation thinking, discuss why buyers are tired of generic AI-generated content, and explain why the future belongs to marketers who understand people, not personas.

From buying committees and ERP marketing to ungated content, LinkedIn's "sea of sameness," and why "request a demo" shouldn't be your entire strategy, this conversation is packed with practical advice for Microsoft partners looking to create marketing that actually resonates.

If you've ever wondered why your marketing isn't getting attention—or how to stand out in an AI-driven world—this episode is for you.

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 creation, travel planning, and everyday productivity, this conversation is full of practical examples anyone can apply. Julie also shares insights from her 20+ years in the Microsoft ecosystem and why community continues to be one of the channel's greatest strengths.

If you've ever wondered where to start with AI—or how to get more out of the tools you're already using—this episode is for you.

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.

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 logistics
• Microsoft ecosystem and ISV strategy
• Agent-based integrations and MCP
• How to stand out at industry events
• The future of ERP-connected solutions

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

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 strategy
• What makes a demo convert (or fail fast)
• How AI is reshaping buyer expectations and qualification
• The role of trust, empathy, and real experience in closing deals
• Whether traditional sales decks are helping—or hurting—your pipeline

If 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.

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.

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.

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/