How Cutter & Buck Increased Weekly Meetings from 12 to 20, Boosting Revenue by 22%.
Brad Moxley aimed for his team to meet more customers efficiently. Badger Maps delivered in six months.
About Cutter & Buck
Cutter & Buck is a premium sportswear brand based in Seattle that generates over $100 million in annual revenue. Their products are sold worldwide through golf pro shops, sports fan shops, resorts, specialty retailers, and premium promotional product distributors.
They have two distinct sales channels. The corporate promotion channel is their most profitable division and serves a network of more than 25,000 distributors across the United States. They provide branded apparel for corporate events, employee uniforms, and promotional products. The OMNI channel serves retail accounts and specialty stores. Together, the two channels are managed by a combined field sales team of nearly 100 reps.
What makes the corporate promotion business particularly competitive is that Cutter & Buck's distributors also carry competing products. Reps don't just need to sell; they need to be trusted partners through consistent, frequent face-to-face contact. Without enough meetings, Cutter & Buck's reps weren't just leaving revenue on the table, they were giving ground to competitors.
The challenge
Brad Moxley, Business Development Manager for the corporate division, had a clear goal: 20 in-person meetings per rep per week. His team was averaging 12. And without any visibility into field activity, Brad had no way to know where the gap was coming from or how to close it.
Reps were planning routes manually and spending hours driving between cities, visiting only three or four customers in a day when they could have stayed in one area and seen twelve or more. There was no CRM or field data, just year-over-year revenue, which showed past performance but not current activity.
“It has always been a challenge for us to really determine who's actually working hard and who isn't by just checking on year over year growth.”
Brad Moxley, Business Development Manager, Cutter & Buck
How Badger Maps helped
01
Smarter routes — more customers visited every day
Before Badger, reps would drive seven hours across multiple cities and come home having visited three or four customers. With Badger's route optimization and map-based account visualization, reps could see every distributor in their area, filter by priority, and build an optimized route in minutes. The result was dramatically more visits in the same amount of time without working longer hours.
“Badger Maps empowers reps to optimize their route and minimize their expenditures, which greatly helps Cutter & Buck independent reps.”
Badger's check-in feature gave Brad measurable data on field activity for the first time — who was visiting which accounts, how often, and what the results were. Monthly reports gave him a clear picture of each rep's performance in the field. For reps, seeing their activity data alongside revenue results made it clear which accounts to prioritize.
“Badger Maps has allowed reps to compare their follow-up efforts with business growth. This helps them understand which accounts they should prioritize.”
With field activity data flowing in from every rep, Brad was able to optimize territory distribution based on what was actually happening on the ground, splitting territories by account density, visit frequency, and revenue potential, and assigning the right number of reps to each area.
Within six months of adopting Badger Maps, the numbers told a clear story. Weekly meetings per rep jumped from 12 to 20 — a 67% increase. Annual revenue climbed 22%.
More results
12 → 20weekly meetings per rep
22%increase in annual revenue
67%more customer visits in the same amount of time
“After getting Badger Maps, weekly meetings per rep jumped from 12 to 20. This led to a 22% increase in annual revenue.”
BMBrad MoxleyBusiness Development Manager, Cutter & Buck
