Insights from Zack Morgan, Senior Sales Manager at CC Creations

We caught up with Zack Morgan, Senior Sales Manager at CC Creations, during PPAI 2025 to discuss how the company is driving growth through relationship-based selling and leveraging data to improve sales processes. Here’s what Zack shared about their approach to scaling and sustaining success in the promotional products industry.

About CC Creations

The C.C. Creations story began in 1982 with only two manual screen printing machines in a small shop in Bryan, Texas. More than 40 years later, the company has grown into one of the largest custom screen printing and embroidery companies in the nation.

Their national sales office is headquartered in College Station, Texas, with a vast network of outside sales representatives across the United States. In 2024, C.C. Creations opened a new 210,000 sq. ft. production facility—the Legacy Campus—tripling the size of their previous facility and providing a state-of-the-art environment for employees.

With more than four decades of industry experience, five divisions, and hundreds of dedicated employees, C.C. Creations is proud to serve as a one-stop shop for branded products and apparel needs. They remain committed to producing quality products through state-of-the-art technology and delivering exceptional service to their customers. Their #1 priority is building lasting relationships that continue their legacy of Building Better Relationships for years to come.

Q: Can you start by introducing yourself and telling us about CC Creations?

Zack Morgan: I work for a company called CC Creations, based out of Bryan College Station, Texas. We’re a custom apparel and merchandise provider, connecting brands, music artists, and organizations with their audiences through apparel and decorated products. My role as Senior Sales Manager involves overseeing some of our high-performing reps, managing key accounts, and contributing to the overall vision and growth of our sales team.

Q: What brings you to PPAI?

Zack Morgan: PPAI is the largest conference for our industry in the U.S., and it’s a great opportunity to see upcoming products and trends. I’ve already seen products that were flown in from Central America just for this show. Being here allows me to equip my sales team with insights on what’s coming next and prepare for the upcoming year.

Q: Have you noticed any interesting trends at PPAI?

Zack Morgan: One trend we’re seeing is a shift towards heavier apparel. For a while, the trend was for lightweight, thinner materials, but now there’s a push for heavier T-shirts and jackets with higher perceived value. Customers want products that last longer and make a bigger impact.

Q: How does CC Creations differentiate itself from other distributors?

Zack Morgan: What sets us apart is our focus on relationship-driven sales. It’s even on our boxes: “Building Better Relationships”. We’ve been around for over 42 years, and we prioritize building trust with our clients. Each account has a dedicated account executive who really understands their business and proactively offers creative solutions. In our industry, most companies don’t have a dedicated person handling swag purchases, so we step in to make their job easier.

Q: What are your thoughts on where sales is going?

Zack Morgan: Relationships are still essential. In a world where people expect on-demand services like Amazon, it’s easy to lose that personal touch. But for us, it’s about sustained growth and long-term relationships. We see much lower customer turnover when we build those relationships. When sales are transactional, customers tend to shop around more. But when there’s a relationship, they stay loyal.

Q: How do you monitor your sales conversations?

Zack Morgan: We use Salesforce as our CRM. It gives us transparency into what our reps are working on, helps us see what deals are in the pipeline, and allows managers to coach their teams more effectively. I view sales management as coaching—knowing your team’s strengths and weaknesses and helping them improve.

Q: What are your thoughts on data becoming more important in the sales world?

Zack Morgan: Data is essential. It helps us understand what activities are driving revenue and predict sales cadences. For example, in our industry, it’s not just about landing one sale—it’s about continuing to follow up and land additional sales over time. Using data helps us time those follow-ups better and stay present when customers need us.

Q: At the end of PPAI, how will you keep your momentum going? What’s your strategy?

Zack Morgan: My focus is on sharing insights with those who couldn’t attend. It’s about talking to senior leadership about what I’ve seen here and planning for potential industry changes, like tariffs. It’s also about refining our strategy and ensuring our team is prepared for what’s next.

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