- Bayer abandoned annual regional sales targets, putting resource-allocation authority and accountability in the hands of frontline teams instead of top-down budgets.
- That agility paid off: the Nubeqa team launched a veterans program in 45 days, boosted utilization 60% there, and reached blockbuster status months early.
- The change reshaped leadership culture—leaders now act as owners of the whole and reallocate resources dynamically—helping drive growth (U.S. pharma share rose from ~19% to over 30%).
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