How Colonial Life doubled revenue — and outperformed larger, more established offices
When your agents are doing prep work at 6am and still missing follow-ups, the process isn't working. Here's how Derrick Green fixed it and what happened to revenue when he did.
50%more opportunities found and closed
40%improvement in productivity
About Colonial Life
Colonial Life & Accident Insurance Company is a market leader in providing financial protection benefits for businesses and their employees, offering disability, accident, life, critical illness, hospital confinement, and cancer insurance coverage to more than 3.5 million of America's workers across 85,000 businesses.
Derrick Green is a District General Manager responsible for recruiting, training, and developing a team of 12 independent agents in the Tulsa, Oklahoma market. In insurance, relationships are everything. People want to know who they're buying from. Efficiency and organization is a direct driver of revenue. When Derrick identified serious gaps in his team's sales process, he spent two months searching for the right solution before landing on Badger Maps.
“We needed a system that not only provides stats and metrics for managers, but one that actually helps our reps. Badger is a visual mapping software that can be used as a CRM at the same time — it's invaluable for everyone out in the field.”
Derrick Green, District General Manager, Colonial Life
The challenge
Derrick's team was young and growing fast, hiring regularly, with a large percentage of new agents coming into their first field sales role. Without a system connecting agents to their territory, the problems compounded quickly.
Reps had no way to plan their day geographically, so they worked reactively, showing up to meetings in whatever order made sense at the time, zig-zagging across the city, and burning time between appointments that could have been used for drop-ins or follow-ups. To compensate, agents were doing their prep work during what Derrick calls "red time" — before 8am or after 5pm — just to be ready for the next day.
Some reps used tools like Streets and Trips to map their routes, but those tools couldn't connect their activity back to the accounts they were visiting. Follow-ups were falling through the cracks. Deals were slipping. And Derrick had no reliable visibility into what was actually happening in the field.
He needed something that would give his reps an organized, efficient process from prospecting to follow-up and give him the data to coach them along the way.
How Badger Maps helped
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A complete weekly sales process, built around the map
Badger became the operating system for Colonial Life's entire field sales week. The team starts each Monday generating and qualifying leads using Badger's Places tool, targeting specific industries that have proven to be a strong fit for Colonial Life's products. Reps qualify leads while seeing their geographic locations on the map, so they can schedule appointments in a logical sequence and keep follow-up opportunities in mind as they plan their week.
For the rest of the week, agents are in the field, working their territories with routes built around priority, pipeline status, next steps, and days since last visit. Every account is visible on the map and filterable in real time, so reps always know exactly how to make the most of their day. When an account is visited, it's updated in Badger and filtered off the map until it needs attention again, giving reps a clear, progressive view of their territory as they work through it.
Onboarding new agents used to take days — walking each one through their territory, Colonial Life's sales process, and how to stay organized in the field. With Badger, new agents learn how to manage their pipeline in 15 minutes and are familiar with their territory within an hour. They start selling faster, ramp up more quickly, and don't need hand-holding through the logistics of managing a territory from scratch.
With lead generation built into the weekly process and every prospect visible on the map alongside existing accounts, Colonial Life's agents found and closed 50% more opportunities than they had before Badger. Gaps in the schedule became prospecting time. Drop-ins became part of the strategy. And deals that would have previously slipped through the cracks were caught before they were lost.
“Badger has been able to almost entirely eliminate unproductive prep time for my agents.”
By eliminating the prep and admin work that had been bleeding into agents' mornings and evenings, Badger gave the team their time back, and they put it straight into selling. Routes that used to take hours to plan now take minutes. Activity logging that happened manually at the end of the day now happens automatically through check-ins in the field. And Derrick has the reporting he needs to coach his team without chasing anyone down for updates.
Derrick pulls a 90-day check-in report for his team every 45 days, giving him a complete picture of every account, every conversation, and every deal in progress across his entire team. He can see which deals are progressing well, which ones need support, and exactly where to focus his coaching attention. The visibility Badger gives him has made him a more effective manager and helped him save deals that would have otherwise been lost quietly.
