That's crap. I know you want to steer every discussion thread towards culture war issues, but this has nothing whatsoever to do with DEI. Not sure about sales, but for other professional roles (R&D, marketing, etc.) Lilly is just trying to align titles to the rest of the industry.
I will give you this, however: it's a bit silly that people worry about this. Any competent recruiter is going to look at what you're actually doing, talk to you for 5 minutes and see right through the title. And Lilly doesn't provide your past titles and promotion history in employment verification, anyway.
But Lilly figures hey, it's important to some people and it's basically free. So why not, if it helps us retain people at a lower salary than they're worth on the open market?