If you manage a field sales team, you know the pain: too many stops, too much windshield time, and way too many tools promising to fix it all. This guide is for sales managers and reps who don’t care about buzzwords—they just want a route optimization tool that actually saves time and doesn’t make more work. Whether you’re eyeing Badgermaps or its competitors, here’s how to cut through the noise and compare what matters.
Step 1: Get Clear on What “Route Optimization” Really Means for You
Lots of software claims to “optimize routes.” In practice, that means different things for different teams. Don’t get dazzled by features you’ll never use.
Ask yourself:
- How many stops per day do your reps usually have? Some tools choke on 30+ stops, others handle it fine.
- What’s your territory like? Urban (lots of traffic, close together), rural (spread out), or a mix?
- Are there any must-hit accounts, time windows, or visit frequencies? Not all tools handle complex rules well.
- Is your sales process drop-in (see as many as possible) or scheduled (specific appointments)?
- Does your CRM or calendar need to sync with the route tool? Manual entry gets old fast.
Pro tip: Write down your top 3 headaches. If a tool doesn’t solve those, it’s not worth switching.
Step 2: Make a Shortlist: Who’s Really Competing Here?
You’ll see dozens of “route planners” online, but most fall into three buckets:
- Field sales-focused (like Badgermaps, Map My Customers, Spotio)
- Delivery/logistics-focused (Route4Me, OptimoRoute, Circuit)
- General mapping tools (Google Maps, Waze, Apple Maps)
If you’re managing salespeople, focus on field sales tools first. Delivery tools often lack CRM features, and Google Maps is fine for vacations but not for juggling 25 client meetings.
What makes Badgermaps different? - Built for sales reps, not delivery drivers. - Handles multi-stop, multi-day, and recurring visits. - Includes territory visualization and light CRM features.
Don’t waste time on: tools that only optimize driving routes (like Google Maps) or that market themselves as “for anyone.” If they don’t mention sales or CRM, skip ‘em.
Step 3: Compare Features You’ll Actually Use
Don’t fall for the “checklist trap”—40 features you’ll never touch. Here’s what usually matters for field sales:
The Essentials
- Bulk address import: Can you upload a spreadsheet of leads, or do you have to add stops one by one?
- Route optimization: Does it actually reorder 10+ stops for efficiency?
- Mobile app quality: Is the app stable and easy to use in the car? (Check app store reviews.)
- Calendar & CRM integration: Can you see meetings and notes in one place?
- Custom fields & notes: Can reps log visit details, set follow-ups, or add quick notes?
- Reporting: Can managers see who’s visiting who, and when?
The “Nice to Haves”
- Territory management: Visualize and assign accounts by area.
- Check-ins/Geotags: Prove a visit happened, without Big Brother vibes.
- Offline mode: If reps work in dead zones, this matters.
- Multi-day planning: For long routes or road trips.
The “Looks Cool, Rarely Used”
- Gamification (“leaderboards”)
- AI-powered suggestions (often just basic sorting)
- Voice commands (neat, but does it work in a noisy car?)
What Badgermaps nails: Route optimization, territory visualization, and being genuinely sales-focused. It’s not the prettiest, but it’s practical.
What competitors might do better: Some have flashier dashboards or tighter deep-dive CRM integrations. If your team basically lives in Salesforce, look for a tool that plugs in deeply.
Step 4: Test the Real-World Usability (Not Just Demos)
Demos are designed to impress. Real life is messier. Before you commit, get a real trial—ideally with your own data.
How to test: - Import last week’s call list. How long did it take? Did anything break? - Build a route with your actual stops. Was the suggested order realistic? - Try the mobile app in the car. Does it crash or lag? (Yes, really test it on the road.) - Add a note or log a visit. Is it quick, or do you need a manual? - Push data to/from your CRM. Is it seamless, or does it create double work?
Pro tip: Have your least tech-savvy rep try it. If they struggle, expect support tickets.
Step 5: Look Beyond Price—Total Cost and Hassle Matter More
Sticker price is just the start. Here’s what to keep in mind:
- Per-user pricing: Most tools charge by seat. Avoid paying for “manager” seats you don’t need.
- Contract lock-ins: Month-to-month is safer unless you’re sure.
- Training/onboarding: Some tools require hours of setup; others are plug-and-play.
- Support quality: Is help fast and human, or just a chatbot?
- Hidden fees: Some tools charge for integrations or extra data. Read the fine print.
With Badgermaps: Pricing is pretty transparent and there’s a short learning curve. But you’ll still want to budget some time for setting up territories and integrations.
Step 6: Ignore the Hype—Focus on Adoption
A tool is only as good as your team’s willingness to use it. The fanciest feature set means nothing if reps ignore it.
What kills adoption: - Clunky mobile apps - Too many required fields - Manual data entry (again) - No clear benefit for reps (“Why bother?”)
What helps: - Easy wins—show how it saves time, not just how it helps management - Simple onboarding—ideally, reps can start using it with minimal training - Quick feedback loops—reps see their day get easier, not harder
Pro tip: Pilot with a small group before rolling out to everyone. Get honest feedback, not just “it looks great” in the demo.
Step 7: Don’t Get Stuck—Be Ready to Switch If It’s Not Working
No tool is perfect. If after a month you’re still fighting with it—or your team’s ignoring it—move on. The cost of sticking with a bad fit is way higher than starting over.
Signs you should switch: - More manual work than before - Reps using their own tools “on the side” - Missed appointments or lost data - Constant complaints about speed or crashes
Remember: No software will magically fix a broken sales process. If your routes, data, or team structure are messy, clean those up first.
Wrapping Up: Keep It Simple, Stay Practical
Route optimization for field sales isn’t rocket science, but the software world sure makes it feel that way. Focus on what actually matters to your team—saving time, fewer headaches, and better customer visits. Don’t let a long feature list or slick marketing distract you from what you need.
Start small, test in the real world, and don’t be afraid to change course. The best tool is the one your team actually wants to use—everything else is just noise.