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I Didn’t Leave Tech. I Left a System That Forgot Why It Exists | Nicole Ronchetti | AMBUSH ON AIR

What happens when you don’t leave tech—but you leave the system around it?

In this full episode of AMBUSH ON AIR, Sam Bush sits down with Nicole Ronchetti (Nicole “Nikki” Ronchetti) for a candid conversation about the Microsoft channel, the reality behind “digital transformation,” and why so many talented people are stepping away from traditional roles to build something better.

Nicole shares her journey across the Sage, Acumatica, and Microsoft ecosystems—and what finally pushed her to go independent. Together, Sam and Nicole unpack the hidden pressure inside software channels: forced specialization, partner motions that prioritize KPIs over people, and sales processes that sell what’s “close enough” instead of what’s right.

This episode is for consultants, ISVs, VARs, product leaders, marketers, and IT leaders who feel like the channel has drifted away from what it exists to do: solve real problems for real customers.

You’ll hear:

Why “jack of all trades” can be a career advantage, not a liability

How channel incentives can break customer trust (and what to do instead)

The disconnect between partnerships on paper and outcomes for customers

Why independent consulting is rising across ERP ecosystems

Practical advice for speaking up when your company has “lost the plot”

What it takes to publish your truth when it feels risky

If you’ve been feeling burned out, boxed in, or bored by narrow roles—this one will hit.

Subscribe for more conversations on modern B2B, the Microsoft ecosystem, partner marketing, and the human side of growth.

Party on. AMBUSH.