ambush on air

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.

ambush on air: Live from Directions NA with FreightPOP

Live from Directions North America, Sam Bush sits down with Jon Freeman, MIE from FreightPOP [https://info.freightpop.com/lp-request-a-demo?hsCtaAttrib=186869070454] 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

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

ambush on air: SHOW ME THE DEMO

In this episode, Sam Bush sits down with Ben Cole [https://www.linkedin.com/in/bencolebc/] 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.

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 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.