Danaher had a powerful CRM and hundreds of reps in the field. The problem was getting those two things to work together. Badger Maps solved it.
57%increase in scheduled prospect meetings
90%increase in close rate for targeted prospect meetings
About Danaher
Danaher Corporation is a Fortune 500 science and technology company. Their dental division is a leading medical device supplier serving dental professionals across the United States with a wide range of products, spanning multiple categories and market segments.
With hundreds of field sales reps covering territories nationwide, Danaher's sales operation is both large and complex. Reps work across different customer types like dental practices, labs, and specialty providers. All of them have distinct needs and purchasing patterns. They needed to get reps in front of the right customers, with the right information, at the right time to close deals.
The challenge
Danaher had significant data in Microsoft Dynamics, but they had no effective way of making it useful for reps in the field. Reps couldn't see where their customers and prospects were geographically, couldn't access live account data on the road, and had no way to organize their day around the opportunities that mattered most.
Reps were navigating their territories without the context they needed, missing nearby opportunities they didn't know existed, and manually updating the CRM when they got back to the office and sometimes not at all.
The result was a CRM full of valuable data that the field team couldn't access or act on and a management team with limited visibility into what was actually happening across the territory.
“Utilizing Badger to visualize CRM data in the field makes our CRM even more valuable.”
Brandon Arsenault, Director of Sales Operations, Danaher
Brandon Arsenault · Director of Sales Operations, Danaher
How Badger Maps helped
01
A CRM that works in the field
Badger Maps gave Danaher's reps their full CRM on a map they could access and act on from their phone. Live data synced in real time rather than showing static snapshots of account information. Reps could see every customer and prospect in their territory, filter by size, revenue, product category, or any other field, and build routes directly from that view.
“Seeing data in Badger while out in the field increases sales efficiency to the 10th power.”
Ken Buck, Regional Sales Manager, Danaher
For the first time, updating the CRM became something reps did naturally. Logging a check-in in Badger took seconds and synced back to the CRM automatically. CRM usage increased by more than 50% because the tool made it effortless.
“CRM usage increased more than 50% once our sales team adopted Badger.”
With every prospect visible on the map alongside existing customers, reps stopped missing the opportunities right around the corner. Scheduled meetings with new prospects jumped 57%, because reps no longer had to dig through spreadsheets to find potential customers. When a meeting cancelled, nearby prospects surfaced instantly, turning gaps in the schedule into prospecting opportunities.
“Management saw individual reps reach each account with much higher efficiency.”
Danaher sells a wide range of products across multiple customer categories. Badger enabled reps to build routes targeting specific market segments and product categories, making cross-sell and upsell opportunities immediately obvious. By visualizing customer demand by product category, reps could identify which customers were likely to need related products and approach every meeting with the right context.
“Our reps see opportunities they would not be able to notice without Badger.”
The impact of connecting Badger Maps to Microsoft Dynamics rippled across the entire field sales operation. CRM adoption went up, prospect meetings jumped, close rates improved, and the efficiency of the whole team transformed. Increased CRM usage also meant more market data flowing back to management and marketing, giving the whole organization a richer, more accurate picture of what was happening in the field.
More results
100%+increase in overall sales efficiency
2more accounts visited per rep per day
2more prospecting appointments found per rep per day
“Our efficiency has easily increased over 100% since we've implemented Badger Maps. Each rep is seeing at least 2 more accounts and finding 2 more prospecting opportunities per day.”
