If you’re running a field sales team or you’re out there knocking on doors yourself, you know that “visit history” isn’t just a list of dates—it’s where the real sales story lives. But most reps (and managers) only scratch the surface, looking at who got visited and when. That’s fine if you just need to tick boxes, but if you want actual sales performance insights, you’ve got to dig deeper.
This guide is for anyone using Badgermaps who wants to turn visit history into something useful—not just another pile of data to ignore. Let’s cut through the noise and get right to what works.
1. Get Your Visit History Data in Order
First things first: you can’t analyze what you can’t find. Badgermaps tracks visits, routes, notes, and more, but the data’s only as good as what you put in.
Make sure you (and your team) are: - Logging every visit. Not just “big” meetings—quick drop-ins count. - Adding clear notes. “Met with John, talked about Q2 pricing” beats “Good meeting.” - Tagging visits to the right account or contact.
Pro tip: Don’t waste time cleaning up the past year if your team’s been sloppy. Start fresh, set a new standard, and move forward.
How to pull visit history in Badgermaps: - Use the “Check-ins” or “History” tab. - Filter by date range, account, or rep. - Export to CSV if you want to slice and dice in Excel or Google Sheets.
What to ignore: Fancy dashboards won’t help if half your visits aren’t logged. Focus on data quality first.
2. Define What “Performance” Means for You
“Sales performance” means different things to different teams. Before you dig into visit history, get specific about what you want to measure. Otherwise, you’ll just be staring at a bunch of dates and pins on a map.
Some real-world examples: - Number of visits per week, per rep - Average time between visits for top accounts - Conversion rate after a certain number of visits - Which accounts haven’t been visited in X days - Notes and follow-ups actually happening (not just checkbox visits)
Pick two or three KPIs that make sense for your business. More than that, and you’re just making work for yourself.
3. Slice the Data: Don’t Drown in It
Badgermaps gives you a map and a list, but it’s easy to get lost if you don’t filter things down.
3.1 Segment by Account Type
- A/B/C accounts: Are your top “A” customers getting more visits than the rest?
- Industry/vertical: Maybe you’re spending all your time on clinics but ignoring pharmacies.
- Geography: Are there zip codes you’re over-servicing or neglecting?
3.2 Look at Time Frames
- This week vs. last week: Are you trending up or down?
- Quarter over quarter: Useful for spotting seasonal dips or surges.
- Before/after a campaign or price change: Did extra visits actually move the needle?
3.3 Compare Reps (But Don’t Turn It into a Witch Hunt)
Sure, you want to know who’s hustling. But don’t just count visits—dig into visit quality, too. Look at: - Who’s logging the most detailed notes? - Who’s following up after visits? - Who’s getting repeat meetings vs. one-and-done?
What to ignore: Vanity metrics like total miles driven or “most visits in a day.” They don’t always mean more sales.
4. Spot the Gaps (and the Gold Mines)
Most people stop at “how many visits?” The real value comes from seeing what you aren’t doing.
Try these approaches:
4.1 Find Accounts Falling Through the Cracks
- Filter for “last visited: over X days ago.”
- Cross-check against your A-list accounts.
- If your biggest customer hasn’t been visited in a month, that’s a red flag.
4.2 Identify Over-serviced Accounts
- Look for accounts with frequent visits but flat or declining sales.
- Ask: Is this just a friendly customer, or are you wasting time?
4.3 Look for Patterns in Notes
- Use Badgermaps’ notes field, or export and search for keywords (“budget,” “decision maker,” “no answer”).
- Are you getting stuck at the same stage over and over? Maybe your pitch needs work—or you’re calling on the wrong contacts.
4.4 Map Your Coverage
- Use the map view to spot clusters of accounts with no recent visits.
- Are there whole neighborhoods you’re ignoring?
5. Turn Insights into Action (Not Just Reports)
Data’s useless unless you actually do something with it. Here’s how to translate your findings into next steps:
- Set visit goals: If you see top accounts are being ignored, set a goal to hit them this month.
- Re-balance territories: Too many visits in one area? Spread things out.
- Adjust your pitch: If notes show the same objections, try a new approach or bring in backup.
- Reward the right behavior: Don’t just praise “most visits”—recognize reps who move deals forward or revive dormant accounts.
Pro tip: Don’t try to fix everything at once. Pick the top one or two issues and focus there.
6. Watch Out for These Common Pitfalls
Plenty of teams get tripped up analyzing visit history. Here’s what to watch for:
- Confusing activity with results: More visits don’t mean more sales. Check if visits actually lead to deals.
- Garbage in, garbage out: If reps are logging “fake” visits or copying notes, your insights are worthless. Set clear expectations.
- Overcomplicating things: You don’t need a six-tab spreadsheet. Simple trends—like neglected accounts or lopsided territories—are usually the most valuable.
What to ignore: Any advice that says you need AI, blockchain, or some magic algorithm. Solid field data and common sense beat shiny objects every time.
7. Keep It Simple—And Keep Iterating
Analyzing visit history in Badgermaps isn’t rocket science, but it does take a little discipline. Focus on clean data, define what matters, and look for simple patterns you can act on. Don’t get stuck building the perfect report—just start with what you have, make a couple changes, and see what happens.
Sales is about action, not analysis paralysis. Keep it simple, keep it honest, and keep at it.