Case Study: InTandem Streamlines Milliken's Demand Generation

Milliken is on a strategic multi-year journey to advance their capabilities and harness the power of Demand Generation to drive sustainable growth. As part of their digital transformation initiatives aimed at achieving growth, Milliken recognized the need to address key foundational challenges before leveraging demand generation as an effective growth driver.

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

InTandem helped Milliken address the critical challenge of effective system integration, laying the foundation for a robust demand generation strategy. This project focuses on unifying Milliken’s digital tools—HubSpot, Salesforce, and Sitecore—to improve data flow, tracking, and customer interactions. Key components include field mapping, lead scoring, automation, data enrichment, lead categorization, and comprehensive training.

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

Founded in 1865, Milliken is a manufacturer of textiles, chemicals, flooring, and other industrial supplies intended for solving everyday problems with innovative solutions. The company’s offerings include specialty chemical additives and colorants, protective textiles, clarifying agents, colorants, floor coverings, and dust control flooring products.

Industry: Engineering, Manufacturing
Location: Spartanburg, South Carolina, United States
Company size: 5,001-10,000 employees

Milliken’s Key Challenges

Awareness:

Difficulty reaching the right audience due to fragmented systems and data silos

Interest:

Ineffective lead management due to inconsistent data and disjointed processes

Evaluation:

Information gap and potential loss of leads due to system fragmentation

Sales:

Lost deals and reduced revenue due to lack of data insight and system inefficiencies

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.

Fragmented Revenue and Integration

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

Inconsistent Data Capture and Lead Flow

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

Lack of Standardization, Tracking and Strategy

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

Lack of Comprehensive Training and Documentation

• Delivered trainings
• 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. Working with them has been a dream! 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.

Marketing Excellence Award Winner 2025

Recognized at the Milliken Global Leadership Conference 2025

Building Demand Generation Platform – Demand Generation Systems Integration and Chemical Lead Management Project Team

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