Hey friends, it's SAMBUSH here, and you're tuned in to "ambush on air"! šļøGet ready to level up your marketing game with me any my guests as we explore emerging trends in Demand Generation. Weāll 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, Iām not stopping there ā we're diving deep into what makes different generations tick, because let's face it, understanding your audience is š. Plus, together, we'll unpack thee self-service economy and staying ahead of the curve with trends!
Microsoft changed the FY27 incentives, and predictably, the partner ecosystem had opinions.
But Mat Batterbee (https://www.linkedin.com/in/matsinthecloud/) thinks a lot of partners are reading the changes completely wrong.
We talk about why Microsoft isnāt abandoning partners who want to grow existing customers, why selling more licenses isnāt 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 āhow do we maximize incentives?ā ā this episode might make you rethink it.
29 Jul 2026
ambush on air: Stop Marketing to Markets. Start Talking to People.
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 marketingāespecially in the Microsoft partner ecosystemāfalls 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 They challenge outdated lead-generation thinking, discuss why buyers are tired of generic AI-generated content, and explain why the future belongs to marketers who understand people,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 attentionāor how to stand out in an AI-driven worldāthis episode is for you.
26 Jun 2026
ambush on air: Responsible AI with Julie at PartnerIn Vibe
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 AIāor how to get more out of the tools you're already usingāthis episode is for you.
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