This was one of the most honest conversations we’ve had on Behind the Funnel.

Marc Petitpas has led some of the biggest organizations and venues in Canada — from opening BMO Field as its first General Manager, to leadership roles with MLSE, the Air Canada Centre, Fusion Homes, and beyond.

But this episode wasn’t really about titles.

It became a conversation about:

• leadership
• pressure
• grief
• starting over
• fear
• purpose
• and the responsibility that comes with leading people

Marc shares the reality behind building a career across multiple industries, losing family members during the pandemic, nearly losing his house while launching his consulting business, and how those experiences completely changed the way he coaches leaders today.

We also dive into:

• why most leadership training fails
• the problem with “fake experts” online
• transferable skills across industries
• communication in business
• mental health and leadership
• the difference between real experience vs internet marketing
• and the deeper meaning behind his book The 50-Year-Old Millennial

This is not your typical business podcast.

It’s a conversation about becoming the kind of person people trust.

Topics Covered:

• Opening BMO Field as General Manager
• Building leadership skills through retail and sports
• The importance of mentors
• Anxiety and fear early in life
• Leadership lessons from construction and home building
• Why communication matters in business
• Losing family during the pandemic
• Starting a consulting business from scratch
• Leadership and mental health
• Why most coaching online lacks real experience
• The true story behind The 50-Year-Old Millennial

About Marc Petitpas: Marc Petitpas is a leadership consultant, business coach, speaker, author, and fractional executive with decades of experience across sports, retail, construction, and executive leadership. He is the founder of Marc Petitpas Business Coaching and winner of the 2025 Canadian Choice Award for Business Coaching.

Connect with Marc:

Website: www.marcpetitpas.com

LinkedIn: https://www.linkedin.com/in/marcpetitpas/

Book: The 50-Year-Old Millennial on Amazon

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Episode Summary

AI is everywhere.

But most businesses are still using it wrong.

In this episode of Behind the Funnel, I sit down with Amir Samani from BlackOps Studio to break down why most AI systems fail and what real integration actually looks like inside a business.

We go deep into why businesses feel overwhelmed, how to actually implement AI step by step, and why most teams aren’t ready for the tools they think they need.

If you’ve been experimenting with AI but not seeing real results, this episode will show you what’s missing.

What We Cover

• Why most AI systems fail inside businesses
• The difference between tools and real integration
• Why businesses feel overwhelmed with AI
• The “A to Z problem” and skipping fundamentals
• What it actually means to be an integration partner
• Why most companies aren’t ready for advanced AI systems
• The truth about scaling and why it creates chaos
• A phased approach to implementing AI properly
• How to connect marketing, sales, and operations
• Real examples of AI creating leverage in businesses
• Where AI is being misunderstood in marketing
• Why fear and misinformation are slowing adoption
• How top operators are quietly using AI to gain leverage
• The future of hiring and “bring your own AI” workflows
• A simple prompt strategy that changes how you use AI

Timestamps

• 00:00 – Intro and Amir’s background
• 02:39 – Why most businesses struggle with AI
• 05:01 – The importance of foundations
• 06:27 – What an integration partner actually does
• 08:08 – Why scaling creates chaos
• 09:14 – How AI implementation should start
• 10:59 – The brand DNA questionnaire
• 12:58 – The phased integration model
• 15:41 – Why AI takes time to work properly
• 16:26 – Connecting marketing, sales, and operations
• 20:06 – Real case study: saving $20,000 with AI
• 23:55 – Automating lead generation and follow-up
• 25:15 – Where AI is misunderstood
• 26:42 – Why people fear AI
• 32:46 – Case study: $1.8B company built with AI
• 37:10 – What to do if you’re just getting started
• 38:48 – Final advice on using AI properly

Key Takeaway

AI is not the advantage.

The advantage is knowing how to use it in the right order, at the right time, for the right problems.

Episode Summary

Most businesses focus on tactics.

Very few understand the systems behind them.

In this episode of Behind the Funnel, I sit down with Angelo Masters Jr., founder of Jacker Digital, to break down what actually changes when you move from small business marketing to enterprise-level execution.

We cover everything from running campaigns for brands like Netflix and Warner Brothers to helping small businesses scale with better systems, automation, and positioning.

If you're generating leads but struggling to convert, or feel like your marketing isn’t scaling, this episode will show you where the real gaps are.

What We Cover

• The difference between small business and enterprise marketing
• Why most funnels generate leads but don’t convert
• How enterprise companies scale using asset volume
• The biggest mistake small businesses make after generating leads
• Why nurturing and follow-up matter more than lead volume
• Automation vs AI and where people get it wrong
• Simple automations that create disproportionate results
• How to structure pipelines to avoid losing leads
• The power of internal notifications and clean systems
• Diagnostic offers and why they convert better
• How to build trust and credibility in client acquisition
• Why most agencies feel generic and how to stand out
• A non-traditional lead generation strategy that actually works
• How to use local chambers to land clients and build authority

Timestamps

• 00:00 – Intro and Angelo’s background
• 01:59 – What property management taught about systems
• 02:48 – Transition into marketing
• 05:04 – Demand vs scalability
• 07:13 – What changes at enterprise level
• 09:23 – Breaking down a high-performing campaign
• 12:46 – Enterprise strategies small businesses can use
• 14:52 – The importance of creative volume
• 16:42 – Why funnels fail to convert
• 18:52 – Automation vs AI explained
• 20:51 – Simple automations that work
• 23:12 – Organizing pipelines and systems
• 25:26 – Diagnostic offers explained
• 28:44 – Building trust in client acquisition
• 30:24 – Credibility and positioning
• 34:02 – Lead generation strategies that work
• 37:20 – Using chambers to get clients
• 39:27 – Where to find Angelo

Key Takeaway

Most businesses don’t have a lead problem.

They have a system problem.

Better assets, better follow-up, and better structure will outperform more leads every time.