How an Outsourced CMO Fuels a Digital Transformation with Scalable, Purpose-Driven Momentum
Called in to de-risk impending disaster, Sullivan Solutions outsourced CMO helped our client see the silver lining and seize the opportunity to successfully fast-track their adoption of market-driven operational evolution.
Solid Business Faces Crisis with Long History and Legacy Systems
Founded in 1968, Century Trading Co. is a multi-generational, family-owned business serving B2B and B2C customers across Northwest Ohio and Northeast Indiana. With deep roots in agriculture, trades, and light manufacturing, the company built its brand on personal service, honest work, and Midwestern values.
Imminent Lockdown Threatens Significant Losses and Enduring Liabilities.
When the COVID-19 pandemic forced sudden lockdowns, Century’s analog systems left them unprepared and extremely vulnerable to the immediate chaos.
- No website or email list
- Analog phone systems with 3 lines and no voice messaging
- Hundreds of fully paper-based daily retail transactions
- In-person–only sales model
- Ultra-lean staffing
- A Spring Sale event, which in one week typically accounts for 15% of annual revenue, was just days away
While their business was deemed “essential,” staff hesitated to report, and customers were uncertain. Century needed answers and execution — fast.
As An Embedded CMO, Sullivan Solutions Was Laser-Focused on Century’s Unique Business and Team Needs
Sullivan Solutions stepped in as an outsourced CMO, not simply as a marketing vendor—but as an executive partner. We provided strategic guidance, rapid mobilization, and cross-functional collaboration. Century quickly gained high-level marketing expertise with deep operational fluency—without hiring a full-time CMO. Each initiative was designed to build Century’s overall bench strength.
We have always done business face-to-face and we want to stay true to our roots. Sullivan Solutions understands that.
However, they bring a perspective that we were never going to have. They help us take it to another level we weren’t going to get to. That other perspective has just been invaluable.
With Sullivan Solutions, the Crisis Turned to Advantage and Century began Hitting Long-Term Goals in Record Time
Revenue Recovery in 48 Hours
Within 48 hours, Sullivan Solutions launched a digital sale site, enabled online payments, and helped staff manage customer orders. Century’s sales event exceeded pre-COVID revenue expectations.
One Step at a Time: Continuing Customized Transformations Designed to Scale Strategically
After the successful Spring Sale, Sullivan Solutions transitioned from crisis response to ongoing CMO-driven transformation, aligning operations, marketing, and customer experience with Century’s business goals.
We’ve surpassed our 5- and even 10-year goals… things I wouldn’t have believed we could have done.
Sullivan Solutions didn’t just provide marketing services. We served as Century’s Outsourced CMO—stepping into the business, owning the outcomes, and building sustainable systems for growth.
More Than Marketing:
Outsourced CMO Initiatives and Impact as of June 2025
Unified Phone Communications
- Reduced time burden on staff by 75%
- Delivers 24/7 information
- Direct routing and voice messaging improved customer satisfaction
- Text messaging enabled for improved response options
Mobile App to Replace Paper Supplier Catalogs
- Employees empowered for faster, more expert customer service.
- Reduced lookup time by 85%
- Freed valuable counter space for merchandise
- Key price references available anywhere
- Branded interaction
- Century pricing automatically calculated
Expanded Signage
- Digital sign at street drives additional traffic and sales since 25% of target market drives past the property multiple times each week.
- Wayfinding signage on each building resulted in proven increase in customer satisfaction due to clearer communication
- Fleet graphics reinforce integrity and generate awareness beyond the local area
- Interactive online map sets expectations for new customers
- Customers routinely report improved satisfaction with the signage
POS (Point of Sale) System
- Reduced transaction time by 75%
- Eliminated hand-written errors
- Reduced transaction times for returns
- Over 50k SKUs are instantly searchable in single source
- Improved customer satisfaction
- Eliminated paper storage
- Reduced back-office customer service transaction activity by over 50%
- Combines sales and cash payout transaction for scrap business
POS-Google Integration
- In-stock products appear in Google searches as locally available without requiring e-commerce
Integrated ID Scanning
- Reduced staff burden by 90%
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VeriScan ID verification to prevent fraud and chargebacks
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ID data syncs instantly into POS system to generate accurate, typo-free customer profile
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Each customer visit logged and time-stamped
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Detailed reporting on traffic trends and demographics to drive marketing
Email Marketing
- 93% email retention
- 41% open rate
- 9.8% click through rate
Omni Channel Digital Presence
- Improved visibility, increasing traffic, and ultimately driving sales.
- 22% Growth in Active Meta Audience over 6 months
- 178 reviews with a 4.8 star rating. Prior to 2020, there were 33 total reviews for Century.
Scalable Website Deployment
- Initial Shopify site migrated to Shopify with dedicated domain, then to WooCommerce/ WordPress for ongoing expansion
- Fully showcased individual business units
- Sync’d complete inventory listing online with POS
- 49k New, Valid Website Visitors since January 2023 – strictly organic
- Average 3k sessions/month, 7k at peak
- 20-25% traffic goes to Scrap Prices with average of 3 visits per user (active users, repeat business)
- Over 4k visitors to Current Deals page during peak (active, recurring engagement)
Brand Definition & Clarity
- Staff efficiency, engagement, and morale improved
- Improved customer loyalty
- Series of limited edition branded merchandise drives unlimited visibility
EDDM Replaced High Volume Bulk Mailing List
- Staff efficiency, engagement, and morale improved
- Improved customer loyalty
Homeland Security Connection to POS for Scrap Business
- Mandatory compliance for instant driver’s license validation and purchase authorization
- Daily purchase reporting
- Reduce labor require by one FTE
Process Definition and Documentation
- Improved training for staff
- Increased staff engagement and retention
On-Demand Tactical Marketing Support
- Enables Century team to execute a full annual marketing calendar of events and campaigns, driving broader awareness, creating greater urgency, and improving loyalty.
After the first success, we kept having conversations about what Century needed that we didn’t have the manpower or experience for.
Their solutions have been the driving factor in us continuing to work with them.
This is not the end of the story.
Sullivan Solutions has never stopped at solving only the immediate problem. Serving as Century’s Outsourced CMO, we continue helping the leadership team to boldly attack new challenges. Each vetted solution is strategically transitioned to the in-house team, empowering them to embrace change with confidence and outstanding engagement.
Century’s Tech Stack Stacks Up
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