How HFD scaled their field sales team from 7 to 17 and grew revenue with Badger Maps
Reps save 1.5+ hours a day, hit 10 visits a day, and cover some of the densest territories in the country without spending half their morning planning how to get there. One rep, Alayna, grew her territory revenue by 27% in her first 6 months using Badger.
1.5+ hourssaved per rep, per day
10account visits a day
27%more revenue
About HFD
HFD provides dental and aesthetics financing across the United States, helping practices offer patients flexible payment options at the point of care. With partnerships including Invisalign, LaserAway, and Smile Doctors, HFD works with dental offices, med spas, plastic surgery practices, and dermatology clinics nationwide.
In 2024, HFD launched its first-ever field sales team. It was a major strategic bet on in-person selling in a market where relationships and presence matter. What started as seven reps has grown to a team of 21 including 17 field reps, with coverage spanning the entire country and more growth planned.
The challenge
HFD had never had a field sales team. When Chase, then Director of Sales, came on board to build one, he was under pressure to prove the model fast enough to justify more investment. He brought Badger Maps to the team and tripled headcount, earning an uplevel to VP of Sales.
The challenge wasn't just headcount. It was scale. HFD's territories ranged from sprawling multi-state regions to some of the densest urban markets in the country. Alayna, a field rep based in Southern California, covers San Luis Obispo to the Mexican border — roughly 22 million people, the same population a teammate manages across six states. "In Southern California, there's a dental office on every block," she says. The opportunity was enormous, but without the right tools, reps could spend their entire day planning and still miss the accounts that mattered most.
Before Badger, planning a day meant manual work across disconnected tools:
Exporting addresses to a spreadsheet, then uploading them to Google Maps on a personal account
Rebuilding maps by hand as soon as they went stale, often missing new accounts
Googling each account, writing addresses down and numbering stops by hand
Switching between apps to find account details before walking in
New reps needed to get up to speed quickly, work their territories efficiently from day one, and feed enough data back to leadership to show the model was working. Chase needed infrastructure that could hold all of that together.
How Badger helped
Chase had used Badger as an individual rep since 2017, so when he built HFD's field team, he knew he wanted it to be a part of the initial tech stack.
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Real-time account data, synced with HubSpot
Accounts flow into Badger automatically, so customer data never go stale and reps are always working from an updated map. When the team integrated with HubSpot, the transition went smoothly. Every new contact, deal update, and company record syncs automatically. In the words of Sam, Sales Enablement Manager, "You just got more data."
Alayna's approach is simple: book one or two anchor meetings in an area, use the Lasso tool to circle nearby accounts, and build her day around a goal of ten visits. Badger optimizes the sequence so she's never doubling back across town. "The Lasso tool is my best friend," she says.
“There are tons of med spas across the United States, plastic surgery, dermatology. Being able to pinpoint all of that on a single map, optimize your route, save you time, make your touch points more effective — it's incredible.”
Alayna Austin, Field Sales Rep, HFD
“Just the optimization and Lasso feature saves me at least an hour and a half every day that I don't have to map it out myself.”
Before walking into a meeting, Alayna pulls up the account and sees activations, pricing, and visit history at a glance. Notes from the last visit are right there. No pre-planning or switching between apps, she tailors the conversation on the spot, and logs what happened in seconds before moving on to the next stop.
“I don't think I would be successful in this role without Badger. Out of all the tools and apps we use, it was by far, and still is, the most life-changing for me.”
Sam uses Claude and HFD's internal reporting to source routes for area managers, delivered as one spreadsheet tab per day. Reps ask Claude to upload the tabs straight into Badger. When a last-minute appointment comes in, they add it and hit Optimize Route; Badger re-sequences the day instantly instead of a 15–20 minute rebuild.
“A rep has a last-minute appointment, they throw it in and optimize the route, and it rearranges it for them. It's instantaneous.”
Sam Smith, Sales Enablement Manager, HFD
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Manager visibility
With team hierarchy configured, Sam can view and manage every rep's saved routes from a single Routes tab, seeing who's working where, whether routes are being followed, and where gaps in coverage might be opening up.
Badger helped HFD prove that putting reps in front of accounts consistently and efficiently, could move the needle for the business. The success of their field sales team gave leadership the confidence to triple down on it.
More results
7 → 17field repsTeam tripled in two years, with more hires planned
1.5+ hourssaved per rep, per dayFrom Lasso tool, account prioritization, and route optimization alone
10account visits a dayDaily target Alayna hits in one of the densest territories in the U.S.
27%more revenueAlayna grew sales revenue in an established territory in her first 6 months using Badger.
“The company had never had a field sales team before. It went from the initial seven to 17 two years later, and we're going to keep adding. Badger helped us do what we needed to do to prove it works and get the investment for more.”
