Farm Animal Blueprint

LEARNING BLUEPRINT

For Internal Use OnlyFor Internal Use Only

• Playbook Overview
• Modality Guide
• Quarterly Learning Journey
• Communications Map
• Measuring Success: Competence, Execution, and Impact
• Training Content Delivery & Workflow Overview

For Internal Use OnlyFor Internal Use Only

The Sales Learning Playbook is meant to help teams choose the right modality, think through how materials can work together, and measure whether learning is improving both knowledge and field execution.

What is a Learning Modality? Learning modalities are the sensory channels or pathways through which individuals give, receive, and store information.

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Each modality below is framed in the same way: what it is and where it fits best across New Product, Legacy Product, and Competencies.

Podbean (Podcasts)

An on-the-go audio platform designed for mobile learning. It connects marketing, sales, and technical experts through conversational updates on Elanco initiatives, disease-state education, and product deep-dives, ideal for reps to consume during drive time.

Where is the best fit:

New Product Share the why behind the product and feature interviews with species leadership to build energy around the new product and where it fills market gaps.

Legacy Product Short episodes featuring field wins to re-energize the sales force around the product’s value, focusing on the how and why rather than the what.

Competencies—Executive Insights: Deep dives into industry trends or leadership interviews on long-term Elanco goals.

“Current Best Practice: Beyond the Barnyard: José Simas on Elanco 2030: Farm Animal Growth Engines”

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A self-paced, interactive module format used to package complex information into guided learning paths, making it useful for structured knowledge transfer and repeatable training experiences.

Where is the best fit:

New Product Interactive paths covering disease states, clinical trials, and complex dosing instructions.

Legacy Product Use concise modules to reinforce updates, sharpen messaging, and highlight important label inclusions for established products.

Competencies Step-by-step training on SAM, SFE, CVS methodology,value-added services, and specific CRM or account planning tools.

Brainshark—AI Roleplay

A simulated practice environment that lets reps rehearse conversations, sharpen messaging, and build confidence before customer-facing interactions.

How does a Brainshark AI Roleplay work? Reps engage in a live, interactive dialogue with an AI-generated persona, such as a skeptical veterinarian. The AI listens to the rep’s responses in real-time and reacts based on the flow of the conversation. After the session, the AI provides an immediate “report card” on how well the rep handled objections, stayed on message, and reached the meeting objective.

Where is the best fit:

New Product : Practice the initial hook and discovery questions for a brand-new customer conversation.

Legacy Product : Interactive scenarios where reps respond to common stale objections for established brands.

Competencies : Practice high-level business reviews with personas such as Director of Purchasing or Head of Operations.

“Current Best Practice: The Best College is... Because...”

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A feedback-centered modality where reps record, submit, and refine their delivery to improve consistency, confidence, and executive presence.

How does an AI Coaching work? Reps record or upload a video discussing a specific scenario, for example, running through a QBR (Quarterly Business Review) where the AI provides an immediate grade based on specified feedback criteria. Once submitted, these videos can also be assigned to others to review and provide personalized coaching.

Where is the best fit:

New Product : Record a formal final pitch to ensure every rep is message consistent before launch.

Legacy Product : Navigate tough discussions about value versus cost for established products.

Competencies : Upload a mock business review for feedback on tone, structure, and executive presence.

Pre/Post Assessments

Short diagnostic and validation tools used to establish baseline understanding, measure learning progress, and highlight where reinforcement is still needed.

Where is the best fit:

New Product : Measure knowledge growth from day one of launch preparation to ready-tosell status.

Legacy Product : Identify which details, messages, or label elements need to be refreshed over time to guide follow-up learning.

Competencies : Confirm reps understand the KPIs, business objectives, and priorities of their key accounts.

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A high-engagement live format used when teams benefit from hands-on application, collaborative planning, peer discussion, and momentum-building.

Where is the best fit:

New Product : Build energy with hands-on product demos, immersive workshops, and team-based competitive games.

Legacy Product : Use small-group workshops to refresh the product story, update selling tactics, and keep brainstorming new ways to penetrate markets.

Competencies : Bring account teams together to build real plans for top-tier customers.

Lunch + Learns

A lighter-touch, discussion-led format for timely updates, peer exchange, and rapid reinforcement without requiring a full training event.

Where is the best fit:

New Product : Quick virtual sessions to discuss a new competitor’s move in the space.

Legacy Product Open forums to discuss what is currently working or not working in the field for legacy brands.

Competencies Virtual round tables where reps present case studies of successful strategic partnerships.

Example Agenda:

Kickoff (5 min): Welcome and session objectives.

Technical Consultant (TC) Update (15 -20 min): Deep dive into 2-3 timely market updates or current trends.

Rapid Fire Quiz (5 min): Use a tool (like Kahoot, Slido or Google Forms) for a 5-question knowledge check.

Peer Coaching (20 min): Use a tool (like Wheel of Names) to select 2-3 reps to “teach back” key messages as if they were talking to a customer.

Open Exchange (10-15 min): Group discussion on how to apply today’s info to upcoming calls.

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Rather than prescribing an entire year, this sales journey is designed to support a next-quarter journey that shows how modalities work together in sequence.

• Example 1: Legacy Product Refresh Journey
• DAYS 1-20
• DAYS 21-40
• DAYS 41-60
• Re-energize

• Podcast field-win story • Value refresher

Refresh the message

• Short Articulate module • Key messaging and label inclusions

Check gaps

• Post assessment • Targeted follow-up by score

DAYS 61-90

Practice and reinforce

• Objection-handling role play • Updated selling tactics workshop • Share field wins

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• DAYS 1-20
• DAYS 21-40
• DAYS 41-60
• Build awareness

• Launch message —Species leadership message • Podcast pre-work

Build Knowledge

• Articulate module • Disease-state and market-gap content

Check and practice

• Pre/post assessment • AI role play

DAYS 61-90

Certify and reinforce

• Coaching submission • Manager follow-up • Lunch + learn reinforcement

• Example 3: Competency Journey
• DAYS 1-20
• DAYS 21-40
• DAYS 41-60
• Set Context

• Executive insights podcast • Business challenge framing

Teach the framework

• Articulate module • SAM, SFE, CVS, CRM, and planning tools

Assess and Practice

• Strategic alignment quiz • C-suite AI role play

DAYS 61-90

Apply and review

• Coaching submission • Account review roundtables

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Sales feedback points to a few simple rules: use in-person for major moments, use podcasts for drive time, keep digital learning short, repeat key messages, and use District Managers to reinforce priorities.

Core guidelines

Lead with in-person when the moment matters most. It remains the best format for engagement and relationship building.

Use podcasts for passive learning; Podbean is a best fit for driving time.

Keep Brainshark interactive and short. It works for knowledge transfer, but can start to feel like a chore if it is too long or static.

Keep content brief. Aim for a maximum of 20 minutes for podcasts and 30 minutes for digital learning.

Use the Rule of 3. After major training, plan three follow-up touches.

Schedule three intentional follow-up “touches” after major training to combat the forgetting curve.

DMs drive motivation and buy-in by translating territory insights into a clear, actionable ‘why’. By focusing on the importance of the top 3 priorities, they align the field on the high-impact actions that matter most for success.

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Competence, Execution, and Impact

A recommended measurement model is to track learning success through two core performance dimensions of competence and execution, then connect those signals to broader lead and lag indicators that show business impact.

Competence: Quiz Score Growth

Baseline score: Score before the learning journey begins.

Post-learning score: Score after the core learning assessments are completed.

Score growth: Post score minus baseline score.

Retention check: Follow-up quiz 30 to 60 days later.

Execution: AI-Generated Confidence Scores

Initial confidence score: AI-generated score from the first role play or coaching attempt.

Final confidence score: AI-generated score from the final attempt or certification round.

Confidence growth: Final score minus initial score.

Execution themes: Most common AI feedback areas such as objection handling, message clarity, or executive presence.

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Success is measured in two stages: Lead measures track immediate engagement (completion rates, module progress, and manager follow-through), while Lag measures track long-term results (message consistency, account penetration, and sales growth). Lead measures tell us if the work is happening—Lag measures tell us if it’s working.

• LEAD INDICATORS
• Enrollment
• Completion rate
• Podcast listens
• Module completion
• Quiz-score growth
• AI-confidence growth
• Coaching completion
• Manager follow-through
• LAG INDICATORS
• Speed to readiness
• Improved message consistency
• Stronger business-review quality
• Increased account penetration
• Refresh completion for low per formers
• Selected sales or account outcomes

Suggested Quarterly Sales Journey Scorecard Structure

At the end of each sales training quarterly journey, use this scorecard to bridge the gap between training and business results. By reviewing Adoption, Competence, and Execution levels, you can show leadership exactly how the field grew and where skills improved. The Impact Review then proves the training’s value by connecting these wins to actual sales outcomes. Use these insights to plan your next series, ensuring we stay focused on the high-impact actions that drive total value for our customers.

Competence Index: Average quiz-score growth across the assigned audience.

Execution Index: Average AI-confidence growth across role play or coaching activities.

Adoption Index: Completion and participation across the journey.

Impact Review: Quarterly review of lead indicators against selected business lag metrics.

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• Modality
• Who is Responsible?
• Anticipated Timeline: Ideation to Publish
• First Steps
• Promomats Review?
• Podbean
• Brainshark: Module
• Brainshark: Coaching
• Brainshark: AI Roleplay

Jackie Barber & Maya Weinkauf (Species Specific) Tracie Egger (Beyond the Barnyard)

• 2-5 weeks
• Jackie Barber &
• Maya Weinkauf
• 2-4 weeks

Schedule ideations call with Sales Enablement stakeholder

Schedule ideations call with Sales Enablement stakeholder

Jackie Barber &

Maya Weinkauf

3-6 Weeks Depends on if there are trial periods

Define the Ideal Pitch criteria and schedule ideation call with Sales Enablement stakeholder

Yes IF Product or Disease State is mentioned

No, as long as material being used to build is already approved (Ex. Powerpoints, training videos)

No Jackie Barber &

Maya Weinkauf

3-6 Weeks Depends on if there are trial periods

Define the Ideal Pitch criteria and schedule ideation call with Sales Enablement stakeholder

No For Internal Use Only