About FusionGTM

We turn commercial opportunities into routes to market that work.

Most businesses we meet aren't short of ideas. They've built a product, spotted a segment, signed a partner. What's missing is everything that turns that into pipeline: who it's for, what the plays are, who runs them, and how you'll know if it's working.

That's the gap we close. We work on the opportunity with your team, then build and run the programme around it.

Talk to Ian ↗See the experience ↓
Selected leadership experience
AlfrescoVP Digital
SalesloftVP Demand Generation
CorsearchVP Marketing
Kontent.aiVP Global Marketing
How we're different

The method follows the problem, not the other way around.

Most consultancies arrive with an answer already. A strategy deck. A campaign plan. A new tool.

FusionGTM starts from the commercial outcome and works back to what will actually move it: evidence on the buyers, the right segments and accounts, propositions and plays that reach them, and the workflows that make it run.

Some engagements are mostly research and positioning. Some are mostly implementation. Most are the work of getting a first programme live and proving it.

Then we hand it over. If it only works while we're in the room, it hasn't worked.

OPERATOR EXPERIENCE

Built from experience inside high-growth technology businesses.

I have spent more than 15 years building and leading marketing and go-to-market functions within B2B technology companies.

Across those roles, I have built teams, repositioned businesses, created demand and pipeline programmes, and worked alongside sales, product, finance and executive leadership.

I have also experienced multiple acquisitions, exits and changes in ownership.

I have been accountable for many of the same outcomes FusionGTM clients are trying to improve.

I know what it feels like to carry a pipeline target, defend investment to a leadership team and turn an ambitious strategy into something a stretched team can actually deliver.

FusionGTM combines that operator experience with the perspective gained from working across different companies, growth stages and commercial models.

One commercial problem. Multiple perspectives.

Most consultancies arrive through a particular discipline. They see a marketing problem, a sales problem, a RevOps problem or a technology problem.

FusionGTM starts with the commercial outcome.

We look at what buyers are telling you, how demand is being created, what sales is acting on, where opportunities are losing momentum and whether insight is making its way back into the system.

The answer may involve research, targeting, messaging, data, workflows, campaigns, sales behaviour or a combination of them. The method follows the problem. Not the other way around.

WORKING WITH FUSIONGTM

Senior judgement. Hands-on activation.

FusionGTM is deliberately senior-led. We shape the programme, build what it needs and work alongside your team to get it live.

01 / UNDERSTAND

Get your starting point straight

Clarify the commercial ambition, the market, your customers, current performance and the constraints nobody puts on the slide.

02 / IDENTIFY

Choose where to play

Prioritise the opportunities, segments, accounts, buying groups and channels worth pursuing, with the evidence and rationale behind each choice.

03 / ACTIVATE

Build the route to market

Launch the propositions, plays, campaigns, workflows and seller enablement that reach those buyers, integrated into the tools your team already uses.

04 / MEASURE

Prove it and hand it over

Agreed indicators from day one, feedback loops so the programme improves, and capability your team owns when we leave.

When we fit

The right fit for ambitious growth programmes.

01You have a defined commercial opportunity but need the focus and ownership to activate it.
02The opportunity crosses marketing, sales, RevOps or customer insight.
03You need evidence to choose the markets, segments, accounts and buyers worth pursuing.
04You need a senior partner who can shape the programme and help get it live.
05You want a measurable programme your team can ultimately own.
A useful first conversation

Have something built that hasn't found its market yet?

Let's talk about the opportunity, the route to market and what it would take to activate it.

Talk to Ian ↗