What does it take to build a business where sales and marketing work together to drive sustainable growth? At EO Melbourne’s 5th Scaling Up Learning Day – Sales & Marketing, held on 20 October 2026 at Encore St Kilda, members, Accelerators and guests came together for a day of practical learning, fresh perspectives and meaningful connections. The event explored how entrepreneurs can strengthen their brands, build effective sales and marketing systems and embrace emerging technologies to accelerate growth.
With five accomplished speakers bringing diverse expertise and real-world experience, the day covered the full sales and marketing journey. Allan Dib, bestselling author of The 1-Page Marketing Plan and Lean Marketing, explored the importance of strategic thinking and repeatable marketing systems, while Lawrence Hitches, Chief of Staff at StudioHawk, shared practical strategies for navigating SEO and the rapidly evolving world of AI search. Kaitlen Kelly, Founder of Kultivate, offered insights into building high-performing sales teams and healthier revenue pipelines, while Chali Weerakkody, Founder of Editoz Club, demonstrated how consistent content and personal branding can drive genuine client acquisition. Melissa Yu, Director and CEO of MCO Events, brought a deeply personal perspective on authenticity, purpose and the power of storytelling in business.
A recurring theme throughout the day was that sustainable growth requires more than simply doing more. As AI continues to make marketing and business processes faster and more accessible, entrepreneurs need to be more deliberate about where they focus their time, energy and resources. Understanding customer needs, identifying the right problems to solve and making informed strategic decisions remain essential to building a business that can scale effectively.
The sessions also challenged attendees to rethink how they measure success across sales and marketing. A full sales pipeline does not necessarily translate into revenue, just as a large social media following does not automatically generate customers. The emphasis was on quality over quantity, from identifying genuine sales opportunities and establishing clear next steps to creating content that builds trust, resonates with the right audience and delivers measurable business outcomes.
Another key takeaway was the growing importance of authenticity and personal experience in building a strong brand. While technology offers new ways to reach audiences, the insights, experiences and stories behind a business remain powerful tools for creating meaningful connections. Attendees were encouraged to draw on their own entrepreneurial journeys, share lessons from both successes and challenges, and develop a consistent approach to communicating their expertise and values.
Beyond the strategies and tools, the day reinforced the importance of people in driving business success. Whether through coaching and developing sales teams, building trust with customers or creating a brand grounded in genuine purpose, sustainable growth depends on strong relationships. The discussions highlighted that successful businesses are not built on systems and technology alone, but also on the people, values and connections that bring them to life.
The event concluded with an engaging panel discussion and audience Q&A, bringing all five speakers together with Chris Fraser, Founder and CEO of Intentional, as moderator. This provided an opportunity to connect the day's key themes and explore how entrepreneurs could apply the insights to their own businesses. Throughout the event, members and guests also exchanged ideas, shared experiences and connected with fellow entrepreneurs, adding another valuable dimension to the learning experience.
More than a day of inspiration, Scaling Up Learning Day – Sales & Marketing equipped attendees with practical tools, fresh perspectives and actionable ideas to take back to their businesses. The biggest takeaway was clear: as technology continues to reshape sales and marketing, strategic thinking, consistency, authenticity and human connection remain essential to sustainable growth. A big thank you to our speakers, moderator and everyone who joined us for another valuable EO Melbourne learning experience. Now comes the opportunity to put those insights into action and turn new ideas into meaningful business results.