Lilly isn't just beating Novo. They're beating everybody.

Annual sales

*Tirzepatide is sold under the brand names Mounjaro and Zepbound and semaglutide is sold under the brand names Ozempic and Wegovy. ** Eliquis is jointly marketed by Pfizer and Bristol Myers Squibb.
Source: Eli Lilly, Novo Nordisk, Merck, Pfizer, Bristol Myers Squibb