1) 20-30k max - upgrade GPU first of all (GTX 970, GTX 1060, GTX 1660 series, RX 570, RX 580 etc).
I was thinking about either a 1070 or 1660S.
2) 10k - i7 3770 should be compatible with your current 1155 socket motherboard.
3) RAM upgrade to 16GB.
Not the 3770, but I was thinking about dropping an i7-2600 equivalent Xeon E3-1270 (6k) in there. It was a cheap upgrade but then I realized that 990s don't support Xeons, at least not with a hacked BIOS so I abandoned the idea completely.
As for regular i7s, their prices have shot-up quite a bit in recent months! 17k for an i7-3770 and 14k for the i7-2600, which is ridiculous.
Plus, I probably won't be able to squeeze a 1070 in there! Even my 750 is a tight fit.
You don't need additional fan controller.
Don't know if GTX 750 Ti fans are PWM or Voltage based, but you can match the right type of fan directly to GPU as well, and GPU fan speed control will work perfectly.
You can also power those fans with system fan headers, directly to power supply 5v or 12 molex connector, depending on speed required to maintain optimum temperatures.
They're PWM with four pins and run at 12V/0.25A whereas most 120mm fans run at 0.90A or more. I think they'd overload the GPU! 990's motherboard doesn't have any fan headers, unfortunately, otherwise I'd have used a 2 in 1 splitter cable or something.