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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 thrive when people lead, not panic

Impact XM profiles experiential leaders navigating pandemic upheaval and building inclusive workforces. The channel shows how purpose, flexibility, and representation drive resilience in live events.

Impact XM argues that the events industry survives disruption not through rigid planning but through adaptive leadership rooted in clear purpose and inclusive representation. The channel profiles entrepreneurs, hospitality executives, and philanthropic leaders who pivoted during the pandemic, showing that success rests on understanding your mission, embracing flexibility in logistics, and ensuring diverse voices shape the work.

Drawn from Overcoming Imposter Syndrome: How Event Market… and 3 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 by ImpactXM at single Las Vegas event

25+

ImpactXM clients at ICSC Las Vegas event May 22-24

2012

Year Spookstock Foundation began supporting shadow warriors

2016

Year Aimee McGranahan stepped into higher-level foundation support

What the channel argues

InsightHospitality businesses slowed decision-making post-pandemic, requiring flexibility on attendance numbers and virtual options until close to event date.→
InsightCourtney Stanley emphasizes that overcoming imposter syndrome requires understanding the purpose of your work, not chasing shiny external markers.→
InsightRepresentation and diverse voices in the workplace foster inclusive environments, challenge biases, and promote equal opportunities in event teams.→
InsightCrépes Á Latte, a turnkey hospitality provider, helps brands make customer impact through unique food and beverage experiences across the country.→
InsightSpookstock Foundation hosts fundraising events to support shadow warriors and their families, with entertainment-led programming as a core strategy.→

What you'll learn

•Why imposter syndrome persists even for successful event leaders, and how clarity of purpose counters self-doubt more effectively than external validation.
•How hospitality businesses adapted to mixed customer emotions and heightened decision uncertainty by building flexibility into event logistics.
•Why diverse representation in event teams directly improves inclusion, challenges bias, and strengthens the quality of experiential work.
•How mission-driven organizations like Spookstock Foundation sustain philanthropic events by combining headliner entertainment with clear community impact goals.
•That turnkey hospitality providers like Crépes Á Latte solve the logistical complexity of delivering branded food and beverage experiences at scale.

What to do about it

→Define and communicate the core purpose of your event beyond budget and attendance metrics; align team decisions to that mission.
→Build flexibility into vendor contracts, capacity commitments, and virtual-option planning to absorb last-minute customer uncertainty.
→Intentionally recruit and amplify diverse voices in event planning and leadership roles, and measure representation as a business outcome.

Who and what shows up

Courtney Stanley

Keynote speaker, event emcee, podcaster, and coach

Shifted to entrepreneurship in 2019-2020 and frames imposter syndrome as a challenge overcome through purpose clarity, not external validation.

Hailey Rosenstein

Founder and Chief Marketing Officer, Crépes Á Latte

Navigated pandemic disruption in the events industry through solution innovation and turnkey food and beverage hospitality offerings.

Marti Winer

Vice President of MGM Resort Events Production

Provided insights on how hospitality businesses shifted to flexible, customer-centric decision-making in response to pandemic uncertainty.

Aimee McGranahan

Chief Operating Officer, Spookstock Foundation

Led philanthropic event execution during COVID-19 pandemic, using headliner entertainment to support shadow warriors and their families.

Lorre Crisswell and Holly Zalenski

Hosts, Impact XM / Experiential Experts

Facilitated conversations with industry leaders on pandemic adaptation, representation, and inclusive event practices.

Questions this channel answers

Q

How do event leaders overcome self-doubt and imposter syndrome?

By reconnecting with the purpose and meaning of their work, not by pursuing external markers of success. Courtney Stanley notes that visible success masks the struggle required to achieve it.

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

How did hospitality businesses adapt to the pandemic?

By embracing flexibility in decision-making and allowing attendees and clients to commit to participation details closer to the event date, rather than requiring advance certainty on headcount and format.

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

Why does representation matter in event teams?

It ensures diverse voices are heard and valued, enables unique perspectives to shape work, fosters inclusive environments, and challenges biases that would otherwise limit event quality and impact.

Experiential Experts: Why Representation Matters in the … →
Q

What makes a philanthropic event successful during a crisis?

Clear mission focus, entertainment-led programming that engages attendees, and a team committed to the cause beyond the logistics of a single event.

Executing a Philanthropic Event During the COVID-19 Pand… →
Topics:Event marketing and productionHospitality and food and beverage experiencesDiversity, equity, and inclusion in eventsPandemic adaptation and flexibilityPhilanthropic event execution
Themes:Purpose-driven leadership beats perfectionismFlexibility and adaptability are operational necessitiesRepresentation and inclusion strengthen execution

Industry context

Contemporary leadership frameworks increasingly emphasize communication, teamwork, and adaptability over individual talent or perfectionism as drivers of organizational success and resilience.

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