Bayer Zydus Pharma, a pharmaceutical company, partnered with SimuRise for a 9-month sales leadership transformation journey that went far beyond training. Designed around their VACC competency framework, the program combined assessments, simulations, gamified masterclasses, and real-world action planning to help first-line managers double their revenue and become better versions of themselves.
The Sales Leadership Challenge at Bayer
Bayer Zydus Pvt. Ltd., one of India’s leading pharmaceutical companies, had a bold ambition:
Double their revenue with front-line sales leadership transformation.
The organization had already rolled out the VACC Framework, which identified six critical competencies:
- V – Visionary
- A – Architect
- C – Catalyst
- C – Coach
- C – Coping with Changes
- D – Dealing with Time Pressure
But frameworks alone don’t create change. Bayer Zydus needed a strategic learning partner who could turn competencies into action, translating theory into real-world behavior, performance, and business growth.
They chose SimuRise to lead this sales leadership transformation.
SimuRise’s Solution: The BOA Framework + Learning Journey
SimuRise anchored the entire journey in its proven BOA Framework:
B: Business Simulation | O: Organizational Alignment | A: Action Planning
The program was further extended into a curated 9-month Learning Journey, blending immersive experiences with digital continuity and measurable outcomes.
Phase 1: Kickoff and Assessment
The journey began with a Kickoff session using the Accelium Game-Based Assessment Platform. Managers were evaluated on the VACC model through cognitive and behavioral metrics, offering clarity on current strengths and development areas.
Phase 2: Immersive Learning via Business Simulations
Managers took part in “The Quest for King Solomon’s Mines”—a simulation focused on collaboration, real-time decision-making, and strategic problem-solving, directly tied to the VACC competencies.
This was followed by the Square Wheels, Round Wheels Workshop, where participants reflected on what was holding them back (square wheels) and identified actionable solutions (round wheels) to move forward.
Phase 3: Action Planning Workshop
To convert insights into action, SimuRise introduced the WHW Tracker (What, How, When).
Each manager built a roadmap aligned with business goals and personal development. The goal?
Track commitments and outcomes that support both personal growth and revenue acceleration.
Phase 4: Group Report Review and Closure
SimuRise then facilitated a group-level report review, using data from the initial assessments to identify collective strengths and capability gaps. The discussion set the tone for Phase 5—ongoing learning and growth.
Phase 5: Virtual Masterclasses & Strategy Games
Over the next several months, participants attended six virtual masterclasses, each linked to one of the VACCCD competencies. Using SimuRise’s Play-Learn-Apply approach:
- Participants engaged in strategy games that reinforced meta-cognitive models
- Every game mirrored real sales scenarios
- Learnings were captured in Action Planning Documents and tracked by each participant
This virtual format ensured that sales leadership transformation didn’t end with a workshop—it became part of their everyday rhythm.
Phase 6: Culmination & Post-Assessment
The final session reviewed participant progress, reaffirmed commitments, and celebrated early success stories. A post-assessment using Accelium allowed Bayer Zydus to measure growth across the 9-month period.
The outcome?
Clear performance shifts.
Visible behavior change.
And in many cases, managers doubling their revenue.
Business Impact & Recognition
The results of this sales leadership transformation were tangible:
- Significant revenue growth from participants
- Improved clarity, execution, and leadership ownership
- Commercial Excellence leaders praised the Play-Learn-Apply methodology
- Success stories were selected for global internal sharing with Bayer’s DSO Fables Team in Germany
Conclusion
This 9-month journey with Bayer Zydus was more than a training program.
It was a strategic transformation, driven by simulations, structured action, and reflective coaching.
By aligning the VACC framework with game-based learning and long-term behavioral tracking, SimuRise helped Bayer Zydus turn insight into execution, learning into growth, and ambition into results.
Sales leadership transformation becomes powerful when it’s immersive, measurable, and deeply aligned with business goals. That’s exactly what this journey delivered.
