Badger Maps

The company operates a horizontal B2B SaaS model focused on field sales productivity and territory management. It creates value by turning CRM and account data into interactive maps, optimised drive routes, and territory views that reduce travel time, improve visit planning, and bring structured activity data back into CRM systems. Its web and native mobile apps are deployed to outside sales representatives and their managers, integrating with existing CRMs and sales workflows.

Revenue is generated primarily through recurring subscriptions for seat-based access to the core mapping and routing platform, with differentiated Business and Enterprise tiers aimed at teams and larger organisations. Additional value and revenue are created via optional modules for territory design, automated lead assignment, analytics and reporting, and gamified leaderboards, which are sold as separate add-ons either per territory or per user/rep. The model encourages larger team deployments and long-term contracts through volume discounts, enterprise features, and team pilots.

Badger Maps is a US-based SaaS company providing map-based territory, route, and lead management tools for field and outside sales teams. Its core platform visualises customer and prospect data on interactive maps, optimises multi-stop routes, and synchronises visit notes and activities with customer relationship management (CRM) systems via mobile and web applications.

The company earns revenue from subscription fees paid by businesses for per-user licences to its mapping and routing platform, supplemented by paid add-ons for territory alignment, lead routing, analytics, and gamified performance dashboards. Customers are organisations with field sales operations—typically sales leaders, sales operations, and revenue operations teams who purchase and administer the software for their sales representatives.