Badger Maps

Overview

Badger Maps is a mobile-first field sales platform that brings customer mapping, route planning, CRM connections, and AI automation together for B2B teams working in the field. It supports visit planning, territory management, lead capture, route optimization, and visit check-in tracking, with roles spanning sales representatives, sales management, sales operations, and field service.

The company was founded in 2012 by CEO Steve Benson, following his work in field sales at IBM and selling Google Maps API at Google. Badger Maps is headquartered in San Francisco, California. Its mix of mapping and sales workflow tools places it across Field Sales Software, Sales Mapping Software, and Route Planning Software.

Key features

Route planning and maps

Route optimization supports up to 120 stops, with live traffic and turn-by-turn navigation integrations. Customer records can be filtered and colorized using custom fields, while map layers can show postal codes, points of interest, and counties. These tools let a team consider both its customer data and geographic context when organizing field visits.

CRM connections

Native integrations are listed for Salesforce, HubSpot, Microsoft Dynamics, Zoho, NetSuite, Pipedrive, monday.com, Insightly, SugarCRM, Veeva, and Odoo. For custom CRMs and databases, Badger says it can connect through FTP and REST API; Zapier provides connections to other apps.

Integration scope varies by configuration. Standard integration supports Accounts or Contacts and one related Task or Activity. Advanced integration supports unlimited objects and their relationships. Teams should account for this distinction when deciding whether a standard connection can represent their CRM setup.

Security, support, and connectivity

Badger says customer data is hosted on AWS, data in transit uses HTTPS with SSL/TLS, and daily backups are encrypted at rest with AES-256 and retained for up to 12 months. Its security page states compliance with HIPAA, GDPR, and 42 CFR Part 2, while the pricing page lists HIPAA compliance and support with Enterprise.

Phone and chat support appear on the pricing page; the support page also provides email, scheduled calls, and a phone number. The web app requires an internet connection for its features. Users may still navigate a current route if they prepared offline maps in Google Maps, but Badger Maps itself is not listed as offering offline mobile access.

Pricing

Badger Maps lists a free Personal plan for 14 days, described as offering the full Business feature set, route optimization for up to 120 stops, and native iOS and Android apps. The paid plans below use annual billing unless noted; monthly prices are included where listed.

The published starting price for paid service is 58 /user/mo, corresponding to Business at $58 a month per user with annual billing. The Personal plan is listed separately as free for its billed 14-day free plan. Minimums and billing units differ by product, so the listed monthly figures should be read alongside whether a plan is priced per user, territory, or license.

Platforms

Badger Maps lists Android, iOS, web, and API platforms. The Personal plan specifically includes native iOS and Android apps. The web app's reliance on an internet connection is an important consideration for teams whose field work takes them out of coverage; offline Google Maps preparation can preserve navigation for a current route, but does not make Badger's web features available offline.

Who it's for

Badger Maps is aimed at B2B field sales teams that need to organize customer visits around geography and use CRM records in that process. Sales reps can plan routes and capture leads; managers and operations roles are also included in Badger's stated audience. Field service is another listed role. Organizations with complex CRM schemas should pay particular attention to the distinction between Standard and Advanced integration support, and teams should confirm the relevant plan for the CRM objects and support requirements they need.

Pros and cons

• Pros: Route optimization supports up to 120 stops, with live traffic and turn-by-turn navigation integrations.
• Pros: Customer records can be filtered and colorized by custom fields, and map layers provide additional geographic context.
• Pros: A broad native CRM integration list is complemented by custom FTP and REST API connections and Zapier.
• Pros: The 14-day Personal plan is listed with the full Business feature set and native mobile apps.
• Cons: The web app needs an internet connection for its features; offline mobile access is listed as unavailable.
• Cons: Standard CRM integration is limited to Accounts or Contacts and one related Task or Activity; broader object relationships require Advanced integration.
• Cons: Several plans have minimum license or territory requirements, and Enterprise Plus requires a quote.

Alternatives

Other products listed for related field sales, route, or customer-mapping needs include SalesRabbit Appointment Management, SalesRoute.ai, FieldFlowSales, Outfield, BeatRoute, Map My Customers, RepMove, and TurfCRM. The supplied information does not establish feature or price comparisons among them, so teams should compare their own CRM, territory, routing, and connectivity requirements directly.

Verdict

Badger Maps combines geographic customer management with route planning and CRM integration for teams whose work centers on field visits. Its 120-stop routing capacity, mapping filters, and range of native and custom CRM connections are the clearest strengths in the listed feature set. The main decision points are integration scope, plan billing units and minimums, and internet dependence for web features. It is worth considering when a team needs sales activity organized around customer locations, provided its CRM structure and field connectivity fit the product's stated limits.