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Impact XM

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Five decades of experiential marketing expertise for global B2B brands.

Impact XM is a full-service experiential marketing agency with over 50 years in the industry, specializing in immersive brand experiences for global clients. Their MarketScale channel covers event strategy, brand activation, and the role of live and hybrid experiences in B2B marketing programs. Content is relevant to marketing leaders, event professionals, and brand managers building in-person engagement strategies.

5 episodes
Channel Brief·Impact XM · 5 episodes
Updated Aug 22, 2022

Events survive on flexibility, purpose, and people over process

Impact XM documents how event and hospitality leaders navigated pandemic disruption by embracing adaptability, representation, and authentic mission-driven work.

Impact XM's thesis is that event and hospitality success depends less on rigid planning and more on flexibility, human authenticity, and a clear sense of purpose. The channel repeatedly proves this through interviews with founders, COOs, and VPs who survived the pandemic's pivot from in-person to hybrid to virtual events by treating constraints as invitations to innovate rather than barriers.

Drawn from Overcoming Imposter Syndrome: How Event Market… and 4 more →

“You're really only seeing the tip of the iceberg when you see people on stage. You've missed the struggle to get there.”

Courtney Stanley, keynote speaker and coach

By the numbers

25+

clients serviced at single ICSC Las Vegas event

25+

ImpactXM clients at ICSC Las Vegas May 22-24

What the channel argues

InsightFlexibility is now a core operational requirement for hospitality businesses facing uncertain attendance and format decisions.→
InsightRepresentation and diverse voices are foundational to inclusive events and sustainable industry growth.→
DataImpactXM scaled to service 25+ clients at a single major trade show as in-person events rebounded post-pandemic.→
InsightPurpose and understanding the deeper why of your work sustains event leaders through difficult periods and self-doubt.→
InsightTurnkey food-and-beverage providers like Crépes Á Latte became key partners for brands seeking unique, impact-driven customer experiences.→

What you'll learn

•Why hospitality and event businesses must commit to flexibility rather than detailed advance commitments as a core operational strategy.
•How personal authenticity and acknowledging internal struggle builds credibility for event leaders and speakers in the industry.
•That representation in event teams and speaker rosters directly affects the quality and inclusivity of the events themselves.
•How nonprofit and philanthropic event execution requires the same strategic thinking as for-profit event management, with added emotional stakes.

What to do about it

→Build flexibility into event contracts and timelines by deferring final headcount and format decisions until as late as responsibly possible.
→Intentionally recruit and platform diverse voices and perspectives across your event teams, speakers, and host rosters.
→Define and articulate the deeper purpose of your event or business, then use it as the north star when navigating difficult decisions.

Who and what shows up

Courtney Stanley

Keynote speaker, event emcee, podcaster, and coach

Articulates how understanding work purpose and acknowledging hidden struggle empowers event professionals to overcome imposter syndrome.

Hailey Rosenstein

Founder and Chief Marketing Officer of Crépes Á Latte

Demonstrates how turnkey hospitality providers solve for differentiation and impact in the events market through unique food and beverage experiences.

Marti Winer

Vice President of MGM Resort Events Production

Explains how major hospitality businesses adapted to pandemic-driven uncertainty by prioritizing flexibility in decision-making and customer communication.

Aimee McGranahan

Chief Operating Officer at Spookstock Foundation

Shows how nonprofit event execution applies professional strategy to support mission-driven fundraising during the pandemic.

Lorre Crisswell and Holly Zalenski

Hosts, Experiential Experts podcast

Anchor the channel by reflecting on themes of representation, resilience, and industry adaptation across multiple conversations.

Questions this channel answers

Q

How can event businesses survive rapid shifts between in-person, hybrid, and virtual formats?

By building flexibility into operations and decision-making timelines so that format and attendance commitments can be deferred until closer to the event date, as Marti Winer of MGM Resort Events Production emphasized.

Before, During, and After: How Hospitality Businesses Re… →
Q

What helps event leaders overcome self-doubt and imposter syndrome?

Understanding the true purpose of your work and recognizing that visible success masks the struggle to get there, according to Courtney Stanley.

Overcoming Imposter Syndrome: How Event Marketers Can Em… →
Q

Why does representation matter in the events industry?

Representation ensures diverse voices are heard and valued, fosters an inclusive environment, challenges biases, and promotes equal opportunities for all.

Experiential Experts: Why Representation Matters in the … →
Q

How do hospitality and food brands differentiate in a crowded events market?

By offering turnkey, unique food and beverage experiences designed to help brands make an impact on customers, as Hailey Rosenstein of Crépes Á Latte demonstrated.

The Taste of Success For The Events Market at Crépes Á L… →
Topics:In-person, hybrid, and virtual event formatsHospitality and food-and-beverage experiencesDiversity, equity, and inclusion in eventsPhilanthropic and nonprofit event managementEntrepreneurship and personal leadership in events
Themes:Flexibility over rigid planningAuthenticity and purpose-driven leadershipRepresentation and inclusive workforce practices

Industry context

The event industry is shifting from event volume to intentionality and accountability. In 2026, only 40% of organizers expect budget growth and plan more events, down from 53-66% in 2025, signaling a move toward measurable outcomes and audience segmentation over growth-at-all-costs strategies.

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