Video learning is not new, but the marriage of video learning and today’s technology is transforming our ability to achieve skill mastery in sales. Join us as we delve into how technology advancements in learning are changing the game and why it’s critical to sales success.

1. Learning Technology from WWII to Today – How
Video Learning Is Transforming Skill Mastery
Pat D’Amico Shelley Trout
With: Moderated by:
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2. Allego’s mission is to help sales and other professionals succeed by more
effectively accessing, mastering and utilizing knowledge. We accomplish
this with a mobile friendly sales learning platform that supports all three
pillars of modern learning: curriculum, reinforcement, and just-in-time. Our
proven Blueprint Methodology ensures that teams successfully adopt and
utilize our software. And our organization-wide commitment to customer
success is spearheaded by our Customer Success team.

3. 3
Click on the Questions panel to
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www.elearninglearning.com/webinar-series/innovative-elearning-in-sales
www.salesprocentral.com/webinar-series/innovative-elearning-in-sales

4. About Pat D’Amico
Pat D’Amico, Founder and CEO of About-Face Development, has over 30 years of leadership and training experience.
Working in Fortune 500 companies including Johnson & Johnson and Medtronic, as well as start-ups and the US
Army, Pat’s roles have included sales, sales management, commercial operations, recruiting, and training. He has led
multiple learning & development organizations supporting up to 4,000 employees, including global responsibility.
Pat’s passions for the study of leadership, driving organizational success, and teaching, have led to his career focus in
L&D. He holds an MS in Education and a BA in World Politics.
Pat is a frequent speaker and author on topics related to learning& development and leadership. His firm, About-Face
Development, is focused on bringing its clients customized solutions to advance performance.
About Shelley Trout
Shelley went to UC Berkeley and majored in Anthropology & Archaeology. After working at the Center of Digital
Archaeology, she became fascinated with digital representations of personality and culture, and now leads Webinar
Production at Aggregage, providing some of the most interesting thought-leaders across a wide variety of industries with
a space to celebrate the diversity, depth, and experience of their professional cultures, personalities, and passions.

5. Learning Technologyfrom WWIIto
Today
– How Video Learning is
Transforming Skill Mastery
Pat D’Amico
Founder & CEO, About-Face Development

6. Why History is Important
“We care about history because it provides us with lessons in
courage and cowardice, perseverance and apathy, honor and
dishonor, inspiration and discouragement. It’s how societies
identify and define their heroes and villains. In short, history gives
us a moral compass. This shared understanding of values,
whether family values or national values, binds us together
through time.”
- Carla Garfield
6 Confidential 4/11/2018

7. How Has History Impacted You?
7 Confidential 4/11/2018

8. Impact of Film
8 Confidential 4/11/2018

9. What Did You Learn
9 Confidential 4/11/2018

10. Today’s Agenda
• History of video-learning and its significant contributions to the Allies victory in
WWII
• How new technologies have addressed the challenges that prevented video
learnings success
• Why video-learning can better meet the needs of today’s learner
• How video-learning is impacting skill mastery in a way never before seen
• Ways new technology is providing a more cost-effective training option
4/11/2018Confidential10

11. US Military Connection to Film Production
11 Confidential 4/11/2018

12. US Military Connection to Film Production
• Start of WWII – USAAF
12 Confidential 4/11/2018

13. US Military Connection to Film Production
• Start of WWII – USAAF
• USAAF Commander General “Hap” Arnold
13 Confidential 4/11/2018

14. US Military Connection to Film Production
• Start of WWII – USAAF
• USAAF Commander General “Hap” Arnold
• Shortage of 100,000 pilots
14 Confidential 4/11/2018

15. US Military Connection to Film Production
• Start of WWII – USAAF
• USAAF Commander General “Hap” Arnold
• Shortage of 100,000 pilots
• GEN Arnold Commissions Warner Bros.
head Jack Warner
15 Confidential 4/11/2018

16. US Military Connection to Film Production
• Start of WWII – USAAF
• USAAF Commander General “Hap” Arnold
• Shortage of 100,000 pilots
• GEN Arnold Commissions Warner Bros.
head Jack Warner
• “Winning Your Wings”
16 Confidential 4/11/2018

17. Allies Success with Film
• ”Winning Your Wings” succeeded
17 Confidential 4/11/2018

18. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
18 Confidential 4/11/2018

19. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
• Creation of the ‘First Motion Picture Unit’
19 Confidential 4/11/2018

20. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
• Creation of the ‘First Motion Picture Unit’
• ‘Resisting Enemy Interrogation’
20 Confidential 4/11/2018

21. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
• Creation of the ‘First Motion Picture Unit’
• ‘Resisting Enemy Interrogation’
• Japan bombing campaign
21 Confidential 4/11/2018

22. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
• Creation of the ‘First Motion Picture Unit’
• ‘Resisting Enemy Interrogation’
• Japan bombing campaign
• Smithsonian Air&Space
22 Confidential 4/11/2018

23. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
• Creation of the ‘First Motion Picture Unit’
• ‘Resisting Enemy Interrogation’
• Japan bombing campaign
• Smithsonian Air&Space
• Commander in Chief of Germany’s armed forces
23 Confidential 4/11/2018

24. Allies Success with Film
• ”Winning Your Wings” succeeded
• Created demand for training films
• Creation of the ‘First Motion Picture Unit’
• ‘Resisting Enemy Interrogation’
• Japan bombing campaign
• Smithsonian Air&Space
• Commander in Chief of Germany’s armed forces
• Training of combat cameramen
24 Confidential 4/11/2018

25. Failure of Video Education Post-WWII
• Teacher resistance to change
• Mediocre instructional quality of the programs
• Expense of installing and maintaining television systems in schools
• Failure to provide teachers adequate guidance to integrate instructional
television
• “The last significant technological advancement with the prospect of
impacting education prior to the computer.” (pp. 20)
25 Confidential 4/11/2018
Reiser and Dempsey, Trends and Issues in Instructional Design and Technology (2012)

26. Why Video Education is Succeeding
Today
• Educators have embraced the value of video as a learning modality
• Advancement of technologies capable of low-cost video production
• Cost of devices which can deliver this education has crossover with
other uses – computers, chromebooks, mobile
• ID and learning science is being applied
• Distribution no longer requires shipping “cans” and can be delivered
in the cloud
• THE LEARNER
• YouTube, Kahn Academy, Lynda.com
26 Confidential 4/11/2018

27. Video
• 75% of employees are more likely to watch a video than read a document
(Forrester)
• 74% of all online traffic is video (KPCB)
• 55% of people watch videos online every day (MWP)
• Using the word “video” in an email subject line boosts open rates 19%
(Syndacast)
• 4x as many customers would rather watch product video than read
document (Syndacast)
• Over half of video content is viewed on mobile (70% for YouTube)
• Searches related to “how-to” on YouTube are growing 70% year-over-year
27 Confidential 4/11/2018

28. 28 Confidential 4/11/2018
Why video-learning can better meet the needs of today’s learner
Active Learner Passive Learner

29. What do Learners Want?
• On Demand when they and where they need it (meaning access)
• ”Snack Bites” or “Microlearning”
• Peer to Peer best practices
• Videos – This is the way they are learning outside work
• They want to be engaged
29 Confidential 4/11/2018

30. Is Video Learning
Proving More
Effective?
30 Confidential 4/11/2018

31. Instructional video in e-learning: Assessing the impact of
interactive video on learning effectiveness
(Zhang, Zhou, Briggs,
Nunamaker)
• Study design was robust and well-designed
• Linked to instructional theories
• Constructive learning theory
• Cognitive learning theory
• Hypothesis were specific
• Researchers well-respected
• Data collection and analysis sound
• Focused on interactive and non-interactive video
31 Confidential 4/11/2018

32. Instructional video in e-learning: Assessing the impact of
interactive video on learning effectiveness
(Zhang, Zhou, Briggs,
Nunamaker)
• Hypothesis: does interactive video enhance the learner’s
understanding and improve learning effectiveness
• Students test scores
• Perceived learner satisfaction
• 4 Groups Compared (n=138)
• eLearning with interactive instructional video
• eLearning with non-interactive instructional video
• eLearning without instructional video
• Traditional classroom instruction
32 Confidential 4/11/2018

33. Instructional video in e-learning: Assessing the impact of
interactive video on learning effectiveness
(Zhang, Zhou, Briggs,
Nunamaker)
• Results – Learning outcomes
33 Confidential 4/11/2018

34. Instructional video in e-learning: Assessing the impact of
interactive video on learning effectiveness
(Zhang, Zhou, Briggs,
Nunamaker)
• Results – Learning Satisfaction
34 Confidential 4/11/2018

35. Instructional video in e-learning: Assessing the impact of
interactive video on learning effectiveness
(Zhang, Zhou, Briggs,
Nunamaker)
Conclusion:
Students in the e-learning environment that provided interactive
video achieved significantly better learning performance and a
higher level of learner satisfaction than those in other settings
35 Confidential 4/11/2018

36. 36 Confidential 4/11/2018

37. Skill Mastery Study (TRP vs. MVRP)
Skill Mastery at end of classroom instruction and following
traditional role-play (TRP)
VERSUS
Skill Mastery post-classroom instruction following TRP +
mobile video role-play (MVRP)
37 Confidential 4/11/2018

38. Design
• Learning Objective
• Demonstrate Mastery in Sales Messaging Delivery
• Process
• 2-Day Classroom-Bases Sales Skills Course
• Learners role-played with peer for 20 minutes
• Recorded video of themselves after role-playing
• Given 10 days to re-record the same content and submit again
38 Confidential 4/11/2018

39. Some Data Regarding TRP
• 20 Minutes was provided (Learners were paired with a peer)
• 1.3 = Average number of times each learner practiced
• 7:00 minute mark = Point at which all teams were done practicing
• 65 = % of allotted time which went unused by ALL groups (minimum)
• ”Glowing” = How learners described the peer feedback they received
39 Confidential 4/11/2018

40. Grading
• Both submissions were graded against the same rubric
• Both submissions were graded by the same individual
• Criteria:
• Overall confidence of the presenter
• Appropriateness of the tone exhibited by the presenter
• The presenters ability to correctly sequence the concept in accordance with the
model portrayed in training
• The Presenters ability to accurately convey the key concept in accordance with
the model portrayed in training
• The presenters ability to convey how they plan to execute the key concept in
accordance with the model portrayed in training
40 Confidential 4/11/2018

41. Results
• 2.24/5.0 = Initial Video Grade Average
• 4.1/5.0 = Second video Grade Average
• 6.7 = Average number of times learner recorded second video
before submission
41 Confidential 4/11/2018

42. Learner Survey Data
Q – Which sales training method is perceived as more effective: MVRP or
TRP?
42 Confidential 4/11/2018

43. Learner Survey Data
Q – Which sales training method is perceived as more effective: MVRP or
TRP?
43 Confidential 4/11/2018
Not Effective At All Somewhat Effective Effective Very Effective Extremely Effective
Mobile Video Role Play (MVRP)
Traditional Role Play (TRP)
MVRP
perceived 54%
more effective
then TRP

44. Learner Survey Data
Q – What aspects of the MVRP platform were most valuable to sales
personnel?
44 Confidential 4/11/2018

45. Series1
0
1
2
3
4
5
6
2.91 3.02 3.38
4.25 4.44 4.47
5.33 5.97
Sales Personnel Perceived Rank Order of Most Valuable Features for MVRP
Method: Rank Ordered Means (smaller is better)
Learner Survey Data
Q – What aspects of the MVRP platform were most valuable to sales
personnel?
45 Confidential 4/11/2018

46. What Participants Said About MVRP
“Great practice. It's like
looking in the mirror but
then also getting an RM
response!”
“The ability to review,
practice and present
multiple times is best form
of learning long term.”
“Easier to perfect your
message and critique
yourself”
“You are your own toughest
critic”
“Practice makes perfect!
Easier way to share best
practices.”
“I could see with my own
eyes and ears how well I
was delivering my
message... more
importantly, areas to
improve”
46 Confidential 4/11/2018

47. 47 Confidential 4/11/2018
Closing

48. 48
Q&A
Shelley Trout
With: Moderated by:
Founder and CEO, About-Face Development
Linkedin page: /in/patjdamico/
Twitter ID: @patdamico
Website: www.aboutfacedevelopment.com
Webinar Production, Aggregage
Linkedin page: /in/shelleytrout/
Twitter ID: @hrposts / @recruitingbrief
Website: www.aggregage.com
Pat D’Amico
www.elearninglearning.com/webinar-series/innovative-elearning-in-sales
www.salesprocentral.com/webinar-series/innovative-elearning-in-sales