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CASE STUDY

Morrison Cup Solutions
Scales Digital Demand
with HubSpot

When Morrison Cup Solutions set out to attract, convert, and close more customers through digital channels, they partnered with New Breed to modernize their marketing, sales, and RevOps processes. By activating paid media, streamlining workflows, and implementing robust reporting in HubSpot, Morrison Cup Solutions built a scalable growth engine that delivered consistent ROI and pipeline momentum. Their success earned recognition in New Breed’s State of HubSpot Awards under the Growth Accelerator category.

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Based in Edmond, OK, Morrison Cup Solutions is a custom-printed cup manufacturer and distributor serving restaurants, convenience stores, coffee shops, and regional chains. Morrison Cup Solutions produces foam, paper, plastic, and souvenir cups while supporting customers with high-quality packaging solutions.

Morrison Cup ROI Quote


CHALLENGES

Hitting a Ceiling with Legacy Marketing  

Morrison Cup Solutions faced operational inefficiencies and limited visibility into marketing ROI due to disconnected systems, inconsistent data, and manual reporting processes.

Outdated Sales & Marketing Stack 

Lead qualification and conversion were manual, inconsistent, and heavily reliant on trade shows and referrals.

No Dedicated In-House Marketing 

All marketing and RevOps were outsourced, limiting capacity for demand generation and CRM management.

Workflow & Reporting Inefficiencies

Disconnected deal and service processes made data unreliable and slowed executive desicion-making. 

Limited ROI Visibility

There was no reliable way to connect digital investments to revenue outcomes.

 

HubSpot Products Used

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Sales Hub
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Marketing Hub
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Content Hub
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Data (Operations) Hub
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Service Hub

SOLUTION

From Manual Process to Digital Growth Engine

New Breed partnered with Morrison Cup Solutions to unify their tech stack, implement HubSpot, and optimize campaigns through data-driven automation, reporting, and strategic guidance.

CRM Revamp & Automation

The New Breed team rebuilt deal and ticket pipelines to align with the full customer journey. They also automated company and contact association workflows, introduced custom objects for trade shows and lifecycle tracking, and implemented executive dashboards with pipeline, attribution, and performance insights.

Lead Generation Acceleration

The team launched Google campaigns with a focus on ROI, aiming for a 4–5x return on ad spend. These efforts generated 358 contacts year-to-date at an average CPL of about $68, with paid campaigns generating a 4x ROI. Additionally, they improved qualification sequences that achieved a 60% reply rate, reducing the burden on the sales team.

Data & Sales Enablement

New Breed rolled out trade show follow-up flows and standardized review processes, and deployed sales response time and lead attribution tracking to support stronger sales coaching.

Next-Gen Digital Readiness 

The company began optimizing for AI-driven search behavior, with early contracts directly attributed to AEO (AI Engine Optimization). They also planned a Shopify integration and scalable eCommerce pipeline migration.

RESULTS

Growth at Scale

With centralized data and optimized campaign performance, Morrison Cup Solutions achieved measurable marketing ROI, improved efficiency, and increased visibility across the sales and marketing funnel.

Revenue Growth

The company achieved strong six-figure revenue growth, with closed deals, active negotiations, and a pipeline in the multi-million dollar range driving continued momentum.

Lead Acceleration 

Weekly contact generation grew by 200%, supported by paid and content efforts.

ROI Consistency 

Sustained 4–5x return on ad spend, with CPL consistently below $100 even as budgets increased.

Operational Maturity

Executives now have real-time reporting to forecast pipeline, adjust tactics, and double down on high-performing channels.

Scalable Infrastructure 

Morrison Cup is equipped to expand spend, onboard new sales leaders, and launch ABM pilots.

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