Why I Built FusionGTM

Founders story by Ian Norton.

I’ve spent the last 15 years inside B2B SaaS , leading teams, building revenue, and figuring out how to get smart work seen by the right people. I’ve been part of three successful exits. I’ve lived through the growth at all costs years and the pivot into the efficient growth era we’re all in now.

Across all of it, the same pattern kept showing up: good people, good strategy, but GTM systems that weren’t built for how buyers actually buy. Trust wasn’t compounding, funnels were leaking around internal politics.

But I’ve also seen what happens when it works, when content, partnerships, outreach, and ops are all aligned around the buyer. When trust builds early, when signals get acted on, when the GTM engine doesn’t just support growth, it accelerates it.

FusionGTM is my answer to that. It’s not a playbook business. It’s the thing I wish I’d had in-house, a partner who can spot the blindspots, align the teams, and build a GTM system that actually fits the way B2B buyers move now.

This felt like the right time to build it. Because I’ve seen enough to know what works, and I’ve lived enough of the pain to want to fix it properly and share the lessons I’ve learnt along the way.