How GeoSearch doubled their opportunities and found 1,000+ new leads with a team of eight
When your previous mapping tool was so complex your team revolted, finding the right solution matters. Here's how GeoSearch found it in Badger Maps.
2xmore opportunities found per trip
3 hourssaved route planning per rep per week
About GeoSearch
GeoSearch is a family-owned company specializing in Geographic Information System technology. They identify and assess environmental risk for commercial real estate developers and environmental consulting agencies. With a lean field sales team of eight reps covering territories across the entire United States, GeoSearch operates with efficiency and precision.
For Brian Morgan, Director of Sales, keeping a small remote team productive, organized, and covering their territories effectively isn't just an operational challenge. It's the difference between finding the next deal and missing it entirely.
“We are a family business and Badger is a part of the family.”
Brian Morgan, Director of Sales, GeoSearch
The challenge
GeoSearch had tried to solve their field sales problem twice before Badger Maps and failed both times.
Their first attempt relied on a combination of their CRM and Google Suite. The CRM was built for cities, not for the broader regional prospecting GeoSearch needed. Reps were constantly struggling to geocode locations, cross-reference prospects, and make sure no existing customer slipped through the cracks. The result was redundant driving, missed accounts, and a prospecting process that was more exhausting than productive.
“It was all about making sure we did not forget about a prospect or that we did not have to go to the same area multiple times. We had to double back more often than we wanted to.”
Brian Morgan, Director of Sales, GeoSearch
Their second attempt was with Salesforce Maps which looked promising on paper but proved impossible in practice. The interface was so complex that even after multiple rounds of training, the team couldn't make it work. They eventually abandoned it entirely.
“We liked the idea of our previous mapping system, but the execution was very user-unfriendly. After several rounds of training, our team revolted because we spent more time trying to figure out how to use it than actually using it.”
Brian Morgan, Director of Sales, GeoSearch
Finding the right solution
Brian discovered Badger Maps and decided to pilot it with three members of his team before rolling it out. Within an hour of the demo, they were already seeing results. Within a week, the entire team was using it comfortably.
“Badger Maps was what we always wanted it to be. It's so easy to use that within an hour demo, we had immediate success. We were immediately able to put it into play and begin to reap the benefits. It was an extremely seamless process.”
Brian Morgan, Director of Sales, GeoSearch
How Badger Maps helped
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Organized territories
GeoSearch's reps can view every prospect and customer on an interactive map. They can filter by lead status, last activity date, and custom fields. This helps them prioritize the right accounts at the right time. Cold leads, warm leads, and active clients are all easy to see. With all accounts visible, reps don't drive past clients, have to double back to ones they passed, or guess who to visit next.
Badger also helped GeoSearch clean up their data, surfacing over a thousand accounts without addresses, and eliminating duplicate records that had been cluttering their CRM for years.
Before Badger, GeoSearch's prospecting was limited to what was already in their CRM and that meant missing a lot of the opportunities right around them on the road. Badger's built-in lead generation tools changed that entirely.
Reps can now search for environmental consulting firms directly from the map without opening Google or LinkedIn and then filter by business type on the fly. Brian estimates his team identified more than 1,000 qualified leads that weren't already in their CRM using Badger's lead generation tools. And because Badger replaced their other lead generation tools entirely, the savings helped pay for itself.
“We've identified over a thousand qualified leads that were not already in our CRM thanks to Badger.”
With a clear view of who's nearby and which accounts need attention, GeoSearch's reps turned downtime between scheduled meetings into drop-in visits with prospects and customers they would have otherwise missed. Every trip became more productive.
Badger saves each rep an average of three hours per week on planning and put it back into selling.
“Before Badger, I was half as productive. Badger Maps makes every trip more valuable, doubling our opportunities.”
