Badger Maps
Badger Maps is a San Francisco-based SaaS platform that provides route planning, map-based CRM visualization, automated data collection, and territory management to outside sales teams, with native two-way integrations to 12+ leading CRMs and a per-seat subscription model augmented by modular add-ons.
- Company typePrivate
- Founded2014
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Badger Maps does
Badger Maps, Inc. is a San Francisco-based private SaaS company founded in 2012 that builds a field sales routing and mapping platform for outside sales teams. The core product combines automated route planning (up to 120 stops), map-based CRM visualization, two-way real-time integration with 12+ leading CRMs (Salesforce, HubSpot, Microsoft Dynamics, Zoho, Oracle NetSuite, Pipedrive, monday.com, Insightly, SugarCRM, Veeva, Odoo, Attio), automated check-in data collection with photo, location, and timestamp capture, in-app lead generation, and territory visualization on iOS, Android, and web clients hosted on AWS infrastructure. The platform is sold primarily through a hybrid PLG + sales-assisted GTM motion, with a 14-day self-serve trial for individual reps and dedicated onboarding for team and enterprise buyers.
The company's business model is per-seat subscription SaaS with modular add-ons: Business at $58/user/month and Enterprise at $95/user/month (annual billing), augmented by Badger Align ($20/territory/month), Badger Lead Routing ($16/rep/month), Badger Insights ($50/user/month), and Badger Scoreboard ($12/user/month). Distribution combines direct web self-serve, sales-assisted enterprise, the AWS Marketplace, and a Zapier integration reaching 5,000+ apps. AI features (AI route planner, Voice-to-CRM, AI email automations, AI visit recommendations) are included across Business and Enterprise plans.
Badger Maps has scaled primarily through bootstrapped growth and modest external capital (~$462K total disclosed funding from Lighter Capital, StartX, Alchemist Accelerator, and Endurance Companies), reaching 95,000+ newsletter subscribers and a customer base that includes L'Oreal, Cutter & Buck, and Kerr-Danaher. The company is rated the highest-ranked B2B sales mapping and routing app by Filter Advisors and the #1 field sales and route planning app across app store reviews, and supports regulated workloads through HIPAA, GDPR, and 42 CFR Part 2 compliance.
Badger Maps firmographics
Firmographics- Name
- Badger Maps
- Legal name
- Badger Maps, Inc.
- Website
- https://badgermapping.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Badger Maps is a San Francisco-based SaaS platform that provides route planning, map-based CRM visualization, automated data collection, and territory management to outside sales teams, with native two-way integrations to 12+ leading CRMs and a per-seat subscription model augmented by modular add-ons.
- Ownership category
- akta.pro rank
Badger Maps industry classification
Industry- Product category
- Field Sales Software
- akta.pro primary industry
- Marketing Automation & Campaign Management CRM (HDAEAFAB)
Keywords
Where Badger Maps is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Badger Maps business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Badger Maps Subscription: Core SaaS subscription for field sales route planning, mapping, CRM mobile front-end, and data collection. Billed per seat per month on monthly or annual cycles. Core product tiers (Business at $58/mo annual or $69/mo monthly; Enterprise at $95/mo annual or $109/mo monthly). Revenue is recurring, recognized ratably over the subscription term with auto-renewal.
- Badger Align (Territory Management Add-on): Territory creation and alignment software sold as an add-on or standalone subscription. Priced per territory ($20/mo annual, minimum 5 territories, declining to $10/mo after 40 territories). Generates incremental recurring revenue per territory.
- Badger Lead Routing Add-on: Lead-to-rep automatic routing sold as an add-on. Priced per rep ($16/mo annual, minimum 5 reps, declining to $10/mo after 40 reps). Generates incremental recurring revenue per assigned rep.
- Badger Insights (Analytics Add-on): Territory and performance analytics dashboard sold as an add-on. Priced per user ($50/mo annual, $60/mo monthly). Generates incremental recurring revenue.
- Badger Scoreboard Add-on: Gamification and leaderboard tool for sales teams. Priced per user ($12/mo annual, $14/mo monthly, minimum 5 users, declining to $8/mo after 40 users). Generates incremental recurring revenue.
- Referral Program Incentive: Referral program rewards existing paying customers with $50 Amazon gift cards for each successful paid referral. Not a direct revenue stream but a customer acquisition cost channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Business plan at $58/user/month billed annually ($69 billed monthly) |
| Subscription | Annual | Enterprise plan at $95/user/month billed annually ($109 billed monthly) |
| Subscription | Annual | Badger Align territory management at $20/territory/month billed annually (minimum 5 territories) |
| Subscription | Annual | Badger Lead Routing at $16/rep/month billed annually (minimum 5 reps) |
| Subscription | Annual | Badger Insights analytics at $50/user/month billed annually ($60 billed monthly) |
| Subscription | Annual | Badger Scoreboard gamification at $12/user/month billed annually ($14 billed monthly, minimum 5 users) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Badger Maps product offering
Product offeringCore offering
Badger Maps is a SaaS field sales productivity platform that combines AI-driven route planning, map-based CRM visualization, lead generation, automated data capture, and territory management for outside sales teams. Available on iOS and Android mobile apps, it integrates two-way in real time with 12+ CRM systems (Salesforce, HubSpot, etc.) to help field sales professionals optimize daily customer visit routes, prioritize leads, and automatically log activity back to their CRM.
Product overview
Badger Maps is a field sales software platform comprising a core product (Badger Maps) and a suite of add-on modules. The core Badger Maps product serves as both a standalone field CRM and a mobile mapping front-end that integrates with enterprise CRMs like Salesforce, HubSpot, and Microsoft Dynamics. The platform's Territory Management Suite includes four add-on modules: Badger Align (territory creation and alignment at $20/territory/month), Badger Lead Routing (automatic lead-to-rep assignment at $16/rep/month), Badger Insights (analytics and territory visualization at $50/user/month), and Badger Scoreboard (gamification and leaderboards at $12/user/month). AI capabilities including an AI route planner, voice-to-CRM transcription, and email automations are included across Business and Enterprise plans. The platform is available on iOS, Android, and web, with native integrations to 12+ CRMs and connection to navigation apps like Google Maps, Waze, and Apple CarPlay.
Differentiator
Problem solved
Functional benefit
Brands
- Badger Maps: Route planner and field sales assistant app for outside sales and field teams.
- Badger Align
- Badger Lead Routing
- Badger Insights
- Badger Scoreboard
Products and services
- Badger Maps Core SaaS field sales productivity platform providing AI-powered route planning, map-based CRM visualization, automated data capture, and lead management for outside sales representatives and teams; available on iOS and Android with two-way integrations to 12+ CRM systems.
- Badger Align Territory alignment and design product that enables sales operations teams to build balanced, data-driven sales territories for outside sales teams.
- Badger Lead Routing Lead routing product that automatically assigns incoming leads to the appropriate field sales representative based on rules and territory logic.
- Badger Insights Analytics and insights product that surfaces field sales performance and activity data for managers and operations teams.
- Badger Scoreboard Performance scoreboard product that measures and displays field sales rep and team performance against targets and KPIs.
Quantifiable outcome
- 20% less driving time
- +6 more outcomes
Companies that use Badger Maps
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Badger Maps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability8 records
Feature9 records
Badger Maps partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and secondary.
- SalesforcecoreNative two-way, real-time integration with Salesforce CRM. Badger Maps serves as a mobile front-end for Salesforce, allowing reps to access and update all Salesforce objects (Accounts, Contacts, Leads, Opportunities, Tasks, custom objects) on a map from their mobile devices. Data collected in the field (check-ins, notes, photos) automatically syncs to the correct Salesforce fields.
- HubSpotcoreNative two-way, real-time integration with HubSpot CRM. Badger Maps extends HubSpot's capabilities to a mobile map-based environment, syncing field data bidirectionally with HubSpot objects and workflows.
- Microsoft DynamicscoreNative two-way, real-time integration with Microsoft Dynamics 365 CRM, extending Dynamics' functionality to a mobile map-based environment for field reps.
- ZohocoreNative two-way, real-time integration with Zoho CRM, enabling field reps to access and update Zoho data from the Badger Maps mobile app.
- Oracle NetSuitecoreNative two-way integration with Oracle NetSuite CRM. NetSuite integration is included with 5 or more licenses. Badger serves as a mobile front-end for NetSuite, syncing field data in real time.
- PipedrivecoreNative two-way, real-time integration with Pipedrive CRM, enabling field reps to work with Pipedrive objects on a map.
- monday.comcoreNative two-way, real-time integration with monday.com CRM, enabling Badger Maps to sync field data with monday.com workflows.
- InsightlycoreNative two-way, real-time integration with Insightly CRM, enabling field teams to access and update Insightly data from the Badger Maps mobile platform.
- SugarCRMcoreNative two-way, real-time integration with SugarCRM, allowing Badger Maps to serve as a mobile front-end for SugarCRM users.
- VeevacoreNative two-way, real-time integration with Veeva CRM, serving the life sciences and healthcare industries with mobile CRM capabilities.
- OdoocoreNative two-way, real-time integration with Odoo CRM/ERP platform, enabling Badger Maps to extend Odoo's capabilities to a mobile field environment.
- AttiosecondaryNative two-way, real-time integration with Attio CRM (coming soon, as indicated on the integrations page), extending Badger's CRM compatibility to a newer CRM platform.
- ZapiercoreIntegration with Zapier connects Badger Maps to 5,000+ apps and platforms, enabling automated workflows between Badger Maps and a wide range of business tools. Badger's Zapier integration is included as part of CRM integration capabilities.
- Amazon Web Services (AWS)coreBadger Maps is hosted on AWS infrastructure and is available as a purchasable product through the AWS Marketplace. Badger has passed and maintains compliance with the AWS Foundational Technical Review. AWS Marketplace purchasing allows organizations to use committed AWS spend and potentially access AWS credits. AWS certifications include ISO 27001, SOC 1, SOC 2, PCI DSS Level 1, FISMA Moderate, and Sarbanes-Oxley.
- Google MapscoreBadger Maps is built on top of Google Maps and uses Google Maps for turn-by-turn navigation directions in route mode. The integration provides live traffic updates and seamless navigation to stops within optimized routes.
- WazecoreBadger Maps provides turn-by-turn directions via Waze for navigation to stops along optimized routes, alongside Google Maps and Apple Maps integration.
- Apple (CarPlay)coreBadger Maps supports CarPlay, enabling field reps to access route guidance and Badger features through the car's in-vehicle infotainment system.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Badger Maps competitors and assessment
Company assessmentDirect peers
- MapMyCustomers: MapMyCustomers is a direct competitor providing map-based CRM visualization and route planning for outside sales teams, with overlapping CRM integrations and a similar SaaS-per-seat model.
- Repsly: Repsly is a direct competitor providing field sales and merchandising execution software with mobile data collection, route planning, and CRM integration capabilities targeted at field teams.
- Spotio: Spotio (now part of ActivePipe) is a direct competitor in field sales mapping, lead generation, and route planning for door-to-door and outside sales reps with comparable territory management features.
- SalesRabbit: SalesRabbit is a direct competitor offering field sales route planning, lead management, and canvassing tools for outside sales teams, with a similar mobile-first, map-centric workflow targeting field reps and managers.
Broad incumbents
- Pipedrive: Pipedrive is a broad incumbent sales CRM with mapping and lead-routing features, comparable in customer profile (SMB/mid-market sales teams) and integrated with Badger as one of its 12+ CRM partners.
- HubSpot Sales Hub: HubSpot Sales Hub is a broad incumbent CRM and sales engagement platform that increasingly includes mapping and field productivity features as part of its broader go-to-market suite.
- Salesforce Maps: Salesforce Maps is a broad incumbent built into the Salesforce CRM platform, offering route planning, territory visualization, and field productivity features for the same field sales persona but as part of Salesforce's wider CRM suite.
- Zoho CRM: Zoho CRM is a broad incumbent CRM with built-in mapping, route planning, and territory management features, competing for the same SMB and mid-market field sales customers with a much wider product portfolio.
Regional players
- WorkWave ServiceMate: WorkWave offers field service management software with route planning and mobile CRM-like capabilities, targeting field service teams (a secondary persona for Badger) with comparable workflow automation features.
Emerging players
- Skynamo: Skynamo is a field sales/merchandising SaaS that combines CRM, route planning, and in-field data capture, with stronger presence in emerging markets and a comparable horizontal GTM targeting field reps and managers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Badger Maps social profiles
Digital presenceBadger Maps compliance and trust
Trust signalCompliance3 records
Badger Maps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Badger Maps leadership team
Management profileNumber of profiles
Profiles2 records
Badger Maps funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Badger Maps M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Badger Maps
What does Badger Maps do?
Badger Maps is a SaaS field sales productivity platform that combines AI-driven route planning, map-based CRM visualization, lead generation, automated data capture, and territory management for outside sales teams. Available on iOS and Android mobile apps, it integrates two-way in real time with 12+ CRM systems (Salesforce, HubSpot, etc.) to help field sales professionals optimize daily customer visit routes, prioritize leads, and automatically log activity back to their CRM.
Is Badger Maps a public or private company?
Badger Maps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Badger Maps founded?
Badger Maps was founded in 2014. It employs 11 to 50 people.
Where is Badger Maps based?
Badger Maps is headquartered in San Francisco, United States, in the North America region.
How does Badger Maps make money?
Six revenue lines are on record. Badger Maps Subscription is the primary driver. The others are badger Align (Territory Management Add-on), badger Lead Routing Add-on, badger Insights (Analytics Add-on), badger Scoreboard Add-on and referral Program Incentive.
Who are Badger Maps's main competitors?
Direct peers on record are MapMyCustomers, Repsly, Spotio and SalesRabbit. Broad incumbents are Pipedrive, HubSpot Sales Hub, Salesforce Maps and Zoho CRM. WorkWave ServiceMate is listed as a regional player. Skynamo is listed as an emerging player.
Does Badger Maps have an API?
Yes. REST API available with API/Developer key access included (max 25k requests per day, per team). Access to API/Developer Key is included with subscriptions. Custom CRMs and databases can connect through FTP and REST API integrations. If purchased annually, Badger Maps will build badger-to-badger automations. Developer documentation is at www.badgermapping.com/crm-integrations.
What industry is Badger Maps in?
Badger Maps's product category is Field Sales Software. Its primary akta.pro industry code is HDAEAFAB, Marketing Automation & Campaign Management CRM.