Want your outside sales team to actually use your CRM? Integrating Badgermaps with your current system is one of the smarter moves you can make. But the setup is rarely “plug and play,” and overcomplicating things is the fastest way to frustrate your reps and waste your budget. This guide is for anyone—sales ops, IT, or just the unlucky person who got “volunteered”—tasked with making these two systems talk. Here’s how to get it done without losing your mind.
1. Get Clear on Why You’re Integrating
Before you tinker with settings or chase down API keys, pin down what you actually want out of this integration. Badgermaps is great for mapping customer visits, optimizing routes, and logging activities on the go. But unless you’re clear on the problem you’re solving, you’ll end up with a tangled mess nobody uses.
Questions to ask: - Do you want reps’ field activity to show up in your CRM automatically? - Is your main pain point updating customer records, or is it route planning? - Who needs to see what data—reps, managers, admins?
Pro tip: Write down your “must haves” and “nice to haves.” It’ll help you avoid scope creep when you start looking at features.
2. Check What Your CRM Can (and Can’t) Do
Not all CRMs are created equal. Some have native connectors with Badgermaps (like Salesforce), while others need more manual work. Before you get ambitious, check:
- Does your CRM have a built-in Badgermaps connection? Check both Badgermaps and your CRM’s integration pages. If you’re using Salesforce, HubSpot, or Microsoft Dynamics, you’re probably in luck. Zoho and Pipedrive are more hit-or-miss.
- What data fields do you use? If your team tracks custom fields (e.g. “Gate Code” or “Preferred Coffee”), you’ll want to know if those sync over.
- Is your CRM cloud-based or on-premises? Cloud is easier. On-premises usually means you’re in for a longer haul unless Badgermaps has a connector.
Don’t waste time: If your CRM isn’t supported out of the box, you’ll need to budget time (or money) for middleware or custom scripts.
3. Map Out Your Data Flow
This is the unsexy but crucial step: decide which data needs to go where.
- Contacts/Accounts: Usually, you want your customer list (and addresses!) to sync from your CRM into Badgermaps, so reps can plan routes.
- Activities/Notes: Do you want reps’ visit notes, check-ins, and updates to push back into the CRM? If so, map exactly where those should live.
- Updates: Is the sync one-way or two-way? One-way is simpler and safer, but sometimes you need both.
Draw a simple diagram (seriously, use pen and paper) of where data starts, where it should end up, and who needs to see it. This saves headaches later.
4. Choose Your Integration Method
Depending on your CRM and your tech skills, you’ve got a few main options:
a) Native Integration (When Available)
If Badgermaps or your CRM offers a prebuilt connector: - Follow the official setup guides. Don’t skip the docs—even if you think you “get it.” - Test with a small batch of records first. - Double-check field mappings, especially for custom fields.
What works: Fastest way to get up and running. Support teams on both sides usually know how to help.
What to watch out for: These connectors sometimes only cover the basics. They may not sync every field or update in real time.
b) CSV Import/Export
If you’re working with a CRM that doesn’t have a direct connector (or you don’t want to pay extra for integration):
- Export your contacts from your CRM in CSV format.
- Upload to Badgermaps using their import tool.
- For activity logging, export from Badgermaps and re-import into your CRM.
What works: Simple, doesn’t require IT. Good for quarterly or monthly updates.
What to ignore: Trying to automate “real-time” sync with manual exports. It never works and just creates more admin work.
c) Middleware Tools (Zapier, Make, etc.)
If you need more flexibility but aren’t a developer: - See if Badgermaps offers triggers/actions in Zapier or Make. - Set up Zaps/Scenarios to move data between the two systems.
What works: Great for automating simple workflows, like pushing a new visit note into the CRM.
What doesn’t: Complex, multi-step workflows or syncing large amounts of data. Zapier bills can add up fast if you’re moving hundreds of records daily.
d) Custom API Integration
If you have unique needs and access to developer resources: - Use Badgermaps’ API (if available) and your CRM’s API to build exactly what you need. - Document your process, so you’re not stuck if your developer leaves.
What to watch out for: APIs change, and maintaining custom code is a pain. Only go this route if absolutely necessary.
5. Field Mapping: Get Specific
This is where most integrations fall down. Take the time to match up your fields—don’t assume “Address” means the same thing in both systems.
Checklist: - Street, city, state, ZIP—are they one field or several? - Custom fields—do you need them in Badgermaps, or just in your CRM? - Activity data—notes, photos, check-ins: where should these live in your CRM?
Pro tip: Start with the minimum set of fields you actually need. It’s easier to add more later than it is to clean up a messy import.
6. Test With Real (But Not Mission-Critical) Data
Before rolling out to your whole team, run a pilot:
- Use 5-10 real accounts—maybe folks from your sales team who like to break things.
- Sync data both ways (if you plan to).
- Check for duplicates, missing fields, or weird formatting issues.
What to ignore: “Demo” data that doesn’t match your real workflow. If your pilot is too sanitized, you’ll miss the real issues.
7. Train Your Team—Briefly
Don’t write a novel. Instead:
- Show them how to use the integration in their daily workflow.
- Explain what’s automatic and what still needs manual entry.
- Make it clear who to call if something breaks.
What works: Short, hands-on demos. Quick videos or cheat sheets.
What doesn’t: Long training sessions or big manuals nobody reads.
8. Monitor, Get Feedback, and Iterate
No integration is “set it and forget it.” For the first month:
- Check data regularly for sync issues or duplicates.
- Get feedback from reps—what’s working, what’s a pain?
- Be ready to tweak field mappings, sync schedules, or even roll back features that aren’t helpful.
Pro tip: Stick to your “must haves.” If a feature isn’t saving time or improving accuracy, don’t be afraid to kill it.
What to Skip (Unless You Really Need It)
- Full two-way syncs: More complex than they sound. One-way sync (CRM → Badgermaps, or vice versa) is usually enough.
- Syncing every single field: Most reps only need a handful of fields on the road.
- Integrating with a dozen other tools at once: Get the basics right before you add bells and whistles.
Wrapping Up: Keep It Simple and Evolve
Badgermaps can make your outside sales team faster and your CRM data more accurate, but only if you keep the integration simple and focused on real needs. Start small, fix what doesn’t work, and don’t overthink it. The best integrations are the ones people actually use—so iterate as you go, and don’t be afraid to say “no” to the extras.