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HOW BAYER'S NEW OPERATING MODEL IS TRANSFORMING THE COMPANY AND ITS SERVICES
Oct. 8, 2024
By Margy Eckelkamp, The Scoop magazine
Barry Jacobson is the business unit lead for Bayer crop science in southern Iowa. He leads a team of 35 and has been on the frontline of implementing Bayer's new operating model--dynamic shared ownership (DSO).
In the past year, Bayer CEO Bill Anderson has introduced DSO and the team at the company has implemented it as they aim to bring the business closer to customers.
Jacobson shares how DSO is changing how Bayer internally works together, works with its channel partners, and shows up on the farm.
"DSO is about empowering people by unearthing their natural talents that they have," he says. "I'm thinking of people that are in the field, like Field Sales Reps, technical agronomists or customer business advisors, so that way they can make decisions and move the business forward, whether they're talking with an ag retailer or an influential customer."
The new operating model structures "squads" which are multidisciplinary, self-governed teams. In his role, Jacobson leads operations and the business in a given geography.
"This is allowing squads to take ownership of the desired outcomes," Jacobson says. "And we can adopt team norms, for example, every voice has value."
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