Our Story

From Google Maps to Badger Maps

Badger Map’s Founder and CEO, Steve Benson started his career in field sales at IBM. He eventually joined Google, selling the Google Maps API to businesses and watching companies use mapping technology to solve logistical and operational problems for their teams. Somewhere in those conversations, a question kept surfacing: why didn't field sales teams have a tool purpose built for them? Why was the outside sales rep with a full day of customer visits still planning routes on a spreadsheet, updating their CRM at 10pm, and driving past prospects they didn't know existed? Why didn't Sales managers have the up to date information on what was happening in the field?

Steve knew the problem intimately. He'd lived it. So in 2012, he left Google and built Badger Maps — a mobile-first field sales platform designed to help field teams perform at scale.

Steve Benson's route to founding Badger Maps: field sales at IBM, then mapping at Google, then Badger Maps in 2012.

Field sales IBM

Google Maps API Google

2012 — Founded Badger Maps

Steve sold in the field. Long days, bad routes.

At Google, he learned what maps could really do.

In 2012 he built the tool he’d wanted out there.

Problem

The data problem

Reps treat the CRM as a reporting burden, not a selling tool. Data gets entered at the end of the day — if at all — and by then the details are fuzzy, the context is gone, and the picture managers see is hours old and incomplete. Managers can't coach what they can't see. Leadership can't make decisions based on data they can't trust.

Solution

How Badger fixes it

Badger brings the CRM into the field in a mobile, map-based experience that fits naturally into how reps already work. Data is sent to your CRM automatically in the moment, without adding anything to a rep's plate or changing how they spend their day. CRM adoption goes up, because the tool makes it effortless.

Problem

The visibility problem

Even teams with decent CRM adoption struggle with visibility. Managers know reps are logging activity but have no reliable way to verify what's actually happening in the field — which accounts are being visited, which are being neglected, and where the gaps are — until it's too late to act on them.

Solution

How Badger fixes

Badger gives managers a live, verified view of field activity across every rep and territory, linked directly to the CRM records they already rely on. Every interaction is verified, timestamped, and visible in real time. Coverage gaps are spotted before revenue is lost. Coaching conversations shift from gut feel to evidence.

Problem

The performance problem

Teams with good data and good visibility still leave revenue on the table because the data isn't driving action. Reps are logging activity but not optimizing their day around the accounts that matter most. Leads sit unassigned, follow-ups slip, and territories go unoptimized. The gap between the best reps and the rest of the team keeps widening.

Solution

How Badger fixes it

Badger turns CRM data into action — automatically putting reps in front of the right accounts at the right time, making sure every new lead reaches the right person instantly, and keeping every deal moving without anyone having to chase it. The gap between top performers and the rest of the team closes, because the tools that make the best reps great are available to everyone.

Our Approach

Customized onboarding to take you to field sales excellence

Getting a new field sales platform adopted across a whole team is hard. We've onboarded thousands of field sales teams across every major industry, and we've learned that the difference between a tool that transforms a team and one that gets abandoned after 30 days always comes down to the support.

Free team pilots integrated with your CRM

The free team pilot removes every barrier to finding out if Badger is right for your team. Your CRM is connected, your data is set up, and your team is trained — all at no cost — so you're evaluating Badger under real conditions, with real data, before you spend a dollar. Learn more. Learn more.

Free customized set-up

We'll connect Badger to your CRM or import your data from a spreadsheet — whichever works for your team — and configure everything around your accounts, territories, and workflows. All at no cost.

Dedicated account manager

Every Badger team gets a dedicated support manager — a single point of contact who knows your team, your setup, and your goals. Whether you have a question about the integration, need help onboarding a new rep, or want to get more out of a feature, you have a real person to call who already knows your account.

Complimentary team trainings

Badger's team trainings are tailored to your industry, your workflows, and your team's specific goals — so reps learn how to use Badger in the context of their actual day

Real support

Getting stuck shouldn't mean searching through a help center hoping for the best. Badger's support team is staffed by real people who know the product and understand field sales — available by phone, email, and chat. Fast, knowledgeable, and always human.