Badger Lead Routing

What Badger Lead Routing is

Badger Lead Routing assigns incoming sales records to representatives according to territory coverage and rules based on details such as company size, opportunity size, product type, or industry. Badger says assignments happen as records enter the system, and representatives are notified when a record is assigned. Records need an associated address to be routed. The service handles CRM leads, accounts, contacts, and opportunities, and can update record ownership. It supports overlapping territories and regional coverage, with Badger describing it as suitable for teams from a few representatives to thousands. Listed integrations include Salesforce, HubSpot, Microsoft Dynamics, NetSuite, Zoho, Insightly, Attio, monday.com, Pipedrive, Veeva, and Odoo; custom CRMs and databases can connect through FTP or REST API. Badger says the service is hosted on AWS, uses HTTPS with SSL/TLS encryption, and keeps encrypted backups for up to 12 months. It states compliance with HIPAA, GDPR, and 42 CFR Part 2; customers using PHI must provide a Business Associate Agreement. Plans start at $16 a month billed annually, with a five-license minimum. A 14-day trial is available. The product supports Android, iOS, web, Windows, and API access.

Who it suits

It suits sales teams that assign CRM records by territory and need routing rules based on record attributes. Teams must have addresses on records they want routed and be prepared for a five-license minimum on the listed plans.

Limits

There is no free plan. The listed plans start at $16 a month billed annually and require at least five licenses; the Badger Lead Routing plan is $18/mo billed monthly, also with a five-license minimum.

Getting started

1. Open the Badger Lead Routing website.
2. Start an individual 14-day trial or ask about the 14-day CRM-integrated team pilot.
3. Connect a listed CRM, or connect a custom CRM or database through FTP or REST API.
4. Ensure CRM records to be routed have associated addresses.
5. Set territory coverage and assignment rules for record attributes.

Verdict

Choose Badger Lead Routing if your team needs territory-based assignment across CRM records, with configurable rules and broad CRM connectivity. Look elsewhere if you need lead capture or a plan without a five-license minimum.