How Anchor Packaging created $900K in new revenue in 12 weeks
Twelve weeks. A distributed team of independent reps. No existing sales infrastructure. Here's how Badger Maps made it work.
3xmore sales meetings per day
50%reduction in drive time per week
200%increase in weekly customer calls
About Anchor Packaging
Anchor Packaging is a global leader in food storage materials, supplying sustainable packaging to food service businesses and consumers worldwide. If you've ordered takeout recently, there's a good chance it arrived in an Anchor Packaging container. Known for the quality that customers can actually taste, Anchor has built its reputation on innovation. That same instinct for innovation is what led them to Badger Maps.
The challenge
Anchor Packaging decided to experiment with a direct sales model, hiring independent sales reps across the United States with a single goal: get the product in front of as many restaurant associates, chefs, and decision makers as possible in 12 weeks.
The challenge was significant. Managing a distributed team of independent reps with no existing sales infrastructure, no established territories, and no way to track field activity from afar was hard. Reps had no system to organize their days, prioritize their accounts, or report back to management in real time.
Jeff Speerstra, District Manager for Anchor Packaging, needed a solution that could get the team organized from day one and keep them that way for the entire 12-week campaign. Unlike other years where they ran the campaign, this year he decided to use Badger Maps.
Jeff Speerstra · District Manager, Anchor Packaging
How Badger Maps helped
01
A system for the field from day one
Badger became the operating system for Anchor Packaging's entire field campaign. Every rep used it to plan their week, build their routes, navigate to meetings, and find new leads when appointments fell through. Management used it to track field activity, generate reports, and make real-time adjustments to strategy without chasing down updates or waiting until the end of the week.
“Badger Maps gave direction to our team. It focused their field activity. It also gave us insight into where they were spending their time and what results they were getting.”
Route optimization — 50% less drive time, 3x more meetings
Before Badger, the previous summer's team had driven past valuable customers they had to backtrack to later, wasting time and fuel on routes that made no geographic sense. With Badger, routes were planned and optimized before anyone got in the car. Drive times dropped by 50%. And with less time on the road, reps made 2 to 3 more visits per day, jumping from 15 calls per week to more than 35. A 200% increase in weekly customer meetings from optimized routes alone.
When a meeting fell through, Badger surfaced nearby qualified prospects instantly, so no gap in the schedule went to waste. Reps had a small core list of accounts supplemented by Badger's lead generation throughout the campaign, ensuring that every day of the 12 weeks was as productive as possible.
“Badger allowed us to get the maximum number of calls with the best prospects.”
Every rep checked in at every meeting, logging notes, outcomes, and next steps directly in Badger. Those check-ins flowed to management in real time, giving Jeff an up-to-the-minute view of what was happening across every rep and every territory. Weekly activity reports for the whole team were generated in seconds, and management could act on them immediately.
“Management could run up-to-the-minute reports anytime on what was going on in the field — and then make adjustments accordingly. This freed them up to do more productive things.”
