Case Study: How InTandem Helped Milliken & Company Streamline Demand Generation

Milliken & Company is on a strategic multi-year journey to advance its capabilities and harness the power of Demand Generation to drive sustainable growth. As part of its broader digital transformation, Milliken identified opportunities to enhance demand generation capabilities to support sustainable growth.

How InTandem Optimized Marketing Processes and Unified HubSpot with Salesforce for Milliken

This initiative was driven through close collaboration between Milliken’s marketing, IT, and commercial teams alongside InTandem. This project focuses on unifying Milliken’s digital tools (HubSpot, Salesforce, and Sitecore) to enhance data flow, tracking, and customer interactions. Key components include field mapping, lead scoring, automation, data enrichment, lead categorization, and comprehensive training. These results reflect improvements over baseline performance metrics established at project kickoff.

99.4%

Lead Sync Percentage

44.5K

Number of Records Cleansed

130

Fields Mapped

28%

Improved Lead Response

8

Number of Systems Consolidated

7

Business Units Unified

About Milliken & Company

Milliken & Company is a global manufacturing leader whose focus on materials science delivers tomorrow’s breakthroughs today. From industry-leading molecules to sustainable innovations, Milliken creates products that enhance people’s lives and deliver solutions for its customers and communities. Drawing on thousands of patents and a portfolio with applications across the textile, flooring, chemical and healthcare businesses, the company harnesses a shared sense of integrity and excellence to positively impact the world for generations.

Founded: 1865
Industry: Industrial Machinery Manufacturing
Location: Spartanburg, South Carolina, USA
Company Size: 5,001–10,000 employees

Milliken’s Demand Generation Opportunities

As part of its broader digital transformation, Milliken identified several areas where enhanced integration and process optimization could unlock greater marketing and commercial impact. These opportunities were not signs of failure, but rather reflections of a forward-looking strategy to evolve and scale demand generation capabilities.

Audience Reach

Milliken saw potential to improve how its systems supported targeted outreach and audience segmentation. By aligning data sources and enhancing integration, the team aimed to better connect with priority audiences across business units.

Lead Engagement

The marketing team recognized that streamlining workflows and improving data consistency would help elevate lead nurturing and engagement efforts. This was a proactive step toward building scalable and repeatable processes.

Evaluation and Insights

Milliken sought to close information gaps and unify systems to enable more holistic lead evaluation. This would empower teams to act on insights faster and with greater precision.

Conversion Efficiency

By refining operational workflows and improving visibility into high-intent leads, Milliken aimed to accelerate response times and enhance conversion outcomes, supporting both marketing and sales alignment.

InTandem's Solution

Here’s a summary of the tailored solutions we’ve implemented to address challenges in revenue integration, data accuracy, standardization, and training, driving improved efficiency and measurable results.

System Consolidation and Integration

• Centralized multiple systems
• Integrated third party tools
• Built reporting frameworks

Lead Management and Data Efficiency

• Standardized lead criteria and nurturing processes
• Established consistent processes for importing and
managing event leads

Enhanced Tracking and Reporting

• Developed a unified system to track leads
• Improved campaign tracking
• Automated notifications

Comprehensive Training and Documentation

• Delivered training for new tools and processes
• Provided resources to simplify adoption

April Whittington

Head of Digital Marketing, Milliken

When I joined Milliken I identified the need standardize our marketing platform & CRM practices. Due to my team’s limited capacity, I found InTandem to partner with us on this large and complex project. They are my most trusted agency partner and instantly integrated themselves as a part of our team. They have done phenomenal work that the entire organization will benefit from.

Tools We Supported

Meet the InTandem Experts who Drove Our Success

Justin

InTandem Expert

Justin has over a decade of experience in Salesforce and several years of hands-on expertise in HubSpot. He has worked with Fortune 500 companies across various industries, helping streamline processes, enhance efficiency, and drive revenue growth.

Sherry