Fusion Risk Management
Business continuity was becoming operational resilience, and Fusion was positioned for the category that was ending. We rebranded it for the one that was forming — and put it in the press defining it.
- $15M → $60M — ARR growth over the engagement
- Leader × 2 — Leader in the Gartner Magic Quadrant (fourth consecutive time) and The Forrester Wave for Business Continuity
- Partner-led — co-marketing with PwC, KPMG, BDO, AlertMedia, Bitsight & SecurityScorecard
Services: Branding, Product Marketing, Case Studies, Thought Leadership, Partner Marketing.
The challenge
Fusion, a Vista Equity Partners portfolio company, served financial services, healthcare, and manufacturing with business-continuity, operational-resilience, and third-party-risk software. The market was shifting under the whole category: regulators and boards were moving from "do you have a BC/DR plan" to "can you prove operational resilience." A brand positioned for the old question was about to sound dated against the new one.
The approach
We rebranded Fusion around operational resilience while the term was still forming, so the company read as a definer of the category rather than a follower. Then we built the proof: a thought-leadership engine that put Fusion's point of view in the publications its buyers actually read, and a case-study program that turned customer outcomes into evidence.
A partner-marketing program extended the reach — building co-marketing with advisory firms PwC, KPMG, and BDO, plus technology partnerships with AlertMedia, Bitsight, and SecurityScorecard — so the resilience story was co-sold through the ecosystem rather than carried alone.
Product marketing
The category story only held if the product backed it. We built the messaging and positioning for Fusion's platform around the operational-resilience lifecycle — naming the capabilities, framing the dashboards and workflows as proof of resilience rather than a list of features, and giving sales and partners enablement that made the value legible to buyers and to the analysts scoring the market.
What we shipped
A rebrand aligned to operational resilience. Messaging and positioning for the product, framed around the resilience lifecycle. A thought-leadership program that ran across industry press. A library of customer case studies. And a partner-marketing motion spanning advisory partners (PwC, KPMG, BDO) and technology partners (AlertMedia, Bitsight, SecurityScorecard) that multiplied the message through the ecosystem.
The outcome
Fusion entered the operational-resilience era already sounding like an authority on it — repositioned ahead of the curve, published where its buyers read, and co-marketing through partners who amplified the story. The brand was named a Leader in the Gartner Magic Quadrant for Business Continuity Management Program Solutions for the fourth consecutive time, and a Leader in The Forrester Wave for Business Continuity Management Software. ARR grew from $15M to $60M over the engagement.
