Seems like the badges were not aligned to the results you wanted. Good badges would be related to the company goal (selling products) instead of housekeeping the CRM. Some early badges can be related to keeping the CRM updated to create some habits, but long-term objective is definitely different.
Besides that gamifying sales is promoting individual achievements and creating a competitive environment, whereas in IT it should be oriented to building a reliable and happy team.
Programmers create software in a series of discrete steps called „commits”. Each commit adds a small improvement to the software or fixes a mistake. Programming is a highly involved activity, so when programmers finish a commit, most of them take a break. It helps them recover from mental strain. However, when they’re back from their break, it’s not easy to get „in the flow” again. Which task should they deal with next? Can they get this commit done before lunch? This tea is so good, so why not have another one?
Yes, they are. What do you think about trying to change a bit organisation’s culture to make a better workplace? In some cases (but not all!) a game elements can give good results.