Location Intelligence Software
Badger Maps is a field sales routing and scheduling software company founded by Steven Benson in 2011 or 2012 and headquartered in San Francisco. The platform integrates with major CRMs including Salesforce, HubSpot, Microsoft Dynamics, and Zoho to help outside and field sales teams plan optimized routes, manage schedules, and increase customer visits. As of late 2023, the company serves just over 4,000 customer accounts representing approximately 8,000 active seats.
Benson built the business without venture capital, relying on customer revenue and debt financing. The company crossed $1 million in annual recurring revenue in 2017, reached $3 million in 2018, and reported $6 million in ARR as of the November 2023 interview. Growth was 29% in 2022 and approximately 15% in 2023, with a brief 8% revenue contraction in 2020 due to the COVID-19 pandemic.
In addition to the core SaaS product, Benson operates Badger Sales University and hosts the Outside Sales Talk podcast, both targeting the same field sales audience as the software. The company has taken multiple debt draws from Founder Path and other SaaS-focused lenders since roughly 2015 or 2016, preserving full equity ownership outside of an early friends-and-family seed round.